Agent Selling Tips: Active Holidays
01-Oct-2026
Category: News Stories
Australia offers an incredible range of active holiday experiences - from hiking and cycling to water sports, wildlife encounters and adventure in some of the world’s most spectacular landscapes. But how can travel agents turn these experiences into compelling, bookable holidays for their customers?
Pete Mills, PATA Board Member and Partnerships & Distribution Manager for UK & Northern Europe at Tourism Australia, shares his top tips for selling active holidays across Australia. From understanding what today’s active traveller is looking for to matching the right experiences with the right customers, Pete offers practical advice to help UK and Ireland travel agents sell with confidence.
Leverage the 'Active Lifestyle' Culture: Promote multi-day iconic walks and soft-adventure experiences like coastal paddleboarding, wildlife kayaking, and desert quad biking. Great Walks of Australia offers a collection of multi-day guided walking experiences, showcasing some of the most iconic and diverse landscapes in Australia.
Leveraging major sporting events - Major international sporting fixtures, from the Australian Open and Marathons to world-class surfing competitions, provide a strong anchor for trips. Encourage clients to build pre- or post-event adventure itineraries around major events.
The rise of 'Soft' adventure: While high-adrenaline bookings remain strong among youth and backpacker segments, there is notable growth in "soft adventure" among premium travellers, couples, and active families looking for guided hikes, cycling tours, and marine wildlife encounters.
Event-driven travel windows: Surges in short- to medium bookings strongly correlate with Australia's major sporting calendar, with international visitors extending their trips to explore neighbouring nature and adventure hubs. The Ashes series which happened in December is a key example, with visitors travelling to watch the cricket and then explore the country.
Sustained Growth in Nature-Centric Travel: Demand for open-space, outdoor, and nature-based tourism will continue to perform well, positioning Australia's national parks and marine reserves as key booking drivers.
Major Events: With Australia hosting a major calendar of regional and global sporting events leading into the decade, sports-led tourism will drive steady, year-round forward bookings.
