Building High-Value Partnerships to Grow Your Tourism Experience Business in Australia & New Zealand
Your next booking might not come directly from paid ads, it could come because you activated the right partnership.
In Australia and New Zealand’s competitive tourism market, experience providers who align with the right allies grow faster, spend less on marketing, and build stronger reputations.
Let’s explore how you can build these win-win relationships and why partnerships are the key to long-term success in the experience economy.
Why Partnerships Matter in Tourism Today
Tourism experiences don’t exist in isolation. Guests book:
a tour 🚌
a place to stay 🏨
transport 🚍✈️
food & drink experiences 🍷
maybe even retail, wellness or cultural add-ons 💆♀️
Smart partnerships tap into those adjacent decision-paths.
They help you:
Extend your reach to new audiences (via your partner’s brand and distribution)
Lower your customer acquisition costs
Build credibility by association
Create bundled offerings that increase perceived value
According to Tourism Research Australia, collaborative product development increases visitor satisfaction and drives regional dispersal especially when combining accommodation, tours, and transport.
The Changing Landscape in Australia & New Zealand
Domestic and Trans-Tasman travel is back in full swing.
Travellers are craving deeper, more connected experiences.
Distribution ecosystems are evolving: digital-first, purpose-led, and experience-driven.
Queensland’s Towards Tourism 2032 Strategy outlines the need for “cross-sectoral collaboration” to help achieve a sustainable visitor economy. Read the full strategy here (PDF).
Meanwhile, New Zealand’s tourism model is pivoting to value over volume meaning curated, high-quality experiences that add meaning and community connection will thrive through partnerships.
Practical Tips by Sarah Colgate
1. Identify your complementary partners
Start by mapping potential allies in your destination. Think:
Accommodation providers (eco lodges, boutique hotels, farm stays)
Transport operators (ferries, scenic flights, airport transfers)
Regional visitor centres and councils
Local producers (cheese, wine, craft beer)
Wellness and nature businesses (spas, hot springs, hikes)
Example: In Rotorua, NZ, a geothermal spa partnered with a Māori cultural experience for a “healing and heritage” package promoted via regional tourism bodies.
2. Create a win-win value proposition
Ask: what do YOU bring? And what do THEY bring?
You might offer: unforgettable experience, guest trust, digital content, reviews.
They may offer: high traffic, loyal audience, retail space, distribution reach.
Create tangible offers like:
“Stay 2 nights + sunrise kayak experience”
“Fly to Cairns + reef tour transfer & snorkelling package”
Use tracked booking links or QR codes for transparency.
3. Formalise a partnership flow
A strong partnership doesn’t need 50 pages of contracts, just clear expectations.
Include:
A simple MOU or partnership terms
Shared marketing assets and co-branding
Email/social content swaps
Revenue sharing, commissions, or incentives
Example: In the Daintree, a boutique eco-lodge sends every guest a QR code to book a local rainforest night tour, with a 10% commission per sale tracked via a custom landing page.
4. Bundle offers for shoulder-season uplift
Bundle offers help drive mid-week or off-season travel, exactly when many operators need a boost.
Try offers like:
“Autumn Nature Immersion” 3-day stays, forest walks, and local dining in the Scenic Rim.
“Winter Warmer” hot pool spa + wine tasting + cosy cabin escape in New Zealand.
Market these collaboratively via email, social, and your regional tourism organisation (RTO).
5. Leverage data and feedback loops
Keep the partnership dynamic:
Track referrals and booking volumes
Send post-experience surveys
Share positive feedback and performance with your partner regularly
Example: One Gold Coast operator sends monthly analytics to partners on leads, bookings, and review ratings. It helps the partner see the value and prioritise promotion.
I did exactly this when I built the Aquaduck + Infinity combo with Tane from Infinity Attraction. We caught up every second month and ran through the data and sales.
6. Amplify digitally together
Don’t just do the work - show it off!
Ways to co-market:
Run a joint seasonal email campaign
Share each other’s posts (use UGC or behind-the-scenes clips)
Create a “Meet Our Partner” blog/video series
Example: The Best of Queensland Experiences Program promotes operators that consistently deliver high guest satisfaction, often showcasing partnerships that enhance experience value.
7. Review and scale
After 6–8 weeks:
Analyse booking conversion
Assess guest satisfaction scores
Identify areas for improvement
Then look to scale to similar partners or regions
Replicating success is easier when the model is proven and the assets are templated.
Real-World Partnership Wins
Townsville x Jetstar
Townsville Enterprise partnered with Jetstar to secure more flights, enabling local experience providers to reach interstate travellers. Packages combined flights, stays, and reef or island day tours.
🔗 Source: Townsville Enterprise Tourism Partnerships
TEQ's Best of Queensland Case Studies
TEQ’s program showcases operators like Lady Elliot Island Eco Resort, which partners with marine biologists, reef tour providers, and regional transport to create multi-layered, purpose-led experiences.
Global Insights on Nature-Based Partnerships
Research from protected area tourism (e.g., Great Walks of NZ, Kakadu NP) shows that formalised partnerships between tour operators, local custodians, and DMOs increase sustainability and profitability.
🔗 Tourism Australia Demand Research
Ready to Activate Your Tourism Partnerships?
At Exceptional Experiences, we help tourism businesses like yours:
Identify strategic partners
Develop high-converting packages
Co-create seasonal campaigns
Build repeatable, scalable partner programs
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