New travel show set to evoke Europe wanderlust: Are you ready?

Travel agents, it’s time to gear up. Channel 9’s latest travel series Journey to Europe is set to hit Australian screens, and your clients will soon be flooded with Euro-inspiration. Airing on 28 September 28, this two-part series, created by Proud Nomads in collaboration with the European Travel Commission (ETC), showcases Austria, Ireland, Italy, Monaco, and Switzerland. With millions expected to tune in, agents should be prepared for a wave of inquiries about Europe.

With Europe already ranking as one of the top travel destinations for Australians (5.4 million visited in 2023 alone), we can expect this series will fuel even more interest.

How to stay ahead of the next Euro-travel craze

When the first episode airs on 28 September, expect your clients to start dreaming about their next European getaway. The key is to be ready before they are. By familiarising yourself with the destinations featured in the show (Austria, Ireland, Italy, Monaco, and Switzerland) you’ll be well-positioned to offer customised recommendations.

ETC’s Australia Chapter Chair, Sofia Hansson, highlighted the series’ aim to inspire. 

“It was great to work with the ETC Brussels team and member countries here in Australia to inspire prospective Australian holidaymakers to come and experience these destinations for themselves.” 

Agents can take this as a cue to deepen their expertise and proactively suggest trips before clients even ask.

The series: A European showcase

Hosted by travel show presenter and producer David Whitehill, Journey to Europe brings Europe’s hidden gems to Australian screens. The two-episode series, airing 28 September and 5 October, is designed to shift attention from the typical tourist spots to lesser-known treasures. Austria’s cultural wealth, Italy’s mouth-watering cuisine, and Switzerland’s sustainable travel initiatives offer a fresh perspective on familiar favourites. Meanwhile, Ireland and Monaco add a mix of rugged natural beauty and luxury that’s bound to pique your clients’ interest.

“With multiple daily airline routes to Europe and so many authentic and immersive experiences to choose from, we anticipate the demand for Europe to continue and look forward to welcoming Australian visitors,” Hansson said. 

If you haven’t started preparing, now’s the time. The series is an ideal opportunity for agents to pre-empt client inquiries by recommending eco-friendly tours in Switzerland or culinary adventures through Italy’s regions.

Plus, with trends showing an 18% growth in Australians heading to Europe in 2024, agents who align with these interests early will be in a prime position to secure bookings and grow client relationships.

How to beat the buzz: Key tips for agents

• Stay informed: Watch the series! Both episodes will be available on 9Now for six months post-airing, and also featured on Singapore Airlines’ inflight entertainment. Make sure you catch the episodes to get a feel for the destinations your clients will be asking about. Agents who can anticipate client needs and curate exclusive, off-the-beaten-path experiences will stay ahead of the competition.
• Highlight sustainability: More travellers are interested in responsible tourism. Use this series to showcase destinations like Switzerland, which lead the way in eco-conscious travel.
• Offer exclusive experiences: Position yourself as the go-to expert by crafting unique itineraries that go beyond the obvious. Europe’s hidden gems are the focus here. Show your clients something different.
• Be ready for the surge: With Australia ranking among Europe’s top five outbound markets, you can expect increased demand in 2024. Be proactive in your client outreach, especially after the show airs.

And don’t forget, new EU carry-on rules started this month!