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6, 7 and 8 March Sunshine Coast QLD

"Thank you so much for relaunching the Art of Attraction. I walked away from the first summit with a notebook filled with ideas and inspirations that have truly shaped the tourism landscape in our region."

- Kim Wildman, Tourism Manager,  St George Region


Australia's only conference to explore two of the fastest-growing, most lucrative segments in tourism: Mature-age travel and art loving visitors.

The conference is the national platform to unite tourism, art and community leaders, owners and decision makers that rely on mature-age domestic tourists and the growing number of art-loving visitors. It features international and national speakers with real world experiences to impart.


Established in 2019, the primary goals of the conference remain:

  • To enhance domestic visitation and the economic benefits

  • Support activities relating to tourism, with a special focus on regional and rural Australia.

Under the theme of "Unlocking the Law of Attraction", delegates will gain valuable, practical insights into:

  • Using public, street and silo art to drive visitation

  • Harnessing the wealth and loyalty of our most mobile and fastest growing visitor segment - over 55s

  • Exploring the ways communities and destinations can bring about transformational change in the way and extent to which they engage with visitors

  • Becoming nationally coveted as a future winner of an Australian Street Art Award or national Grey Nomad Award.



The 2024 conference will be a bonanza:

  • Two full days of information-packed sessions plus a Welcome Reception and gala dinner

  • 20+ international and national speakers

  • Separate art tourism and seniors travel streams

  • Five-star networking opportunities

  • Fun, participatory activities

  • Pitches from street artists ready to transform your destination 

  • A chance to become immersed into Caloundra's vibrant street art

  • A ' flying high' themed welcome reception

  • A gala dinner finale where the winners of the Australian Street Art Awards and Grey Nomad Awards will be celebrated.


Competition in the domestic market is stronger than ever.


So, providing inspiration to mature-age visitors and art-loving tourists to include your town, region or attraction on their holiday itinerary is more important than ever. The 2024 conference will set you on the best path to achieve that goal with grass-roots, practical information, inspirational ideas, innovative networking and immersive learning.


You will also learn through Award winners about the destinations, operators and community organisations that are standing out by offering something out of the ordinary for either mature-age travellers or art-loving visitors.


Hosted by Awards Absolute, a profit-for-purpose company with an Activating Regional Australia arm, in conjunction with the Australian Street Art Awards and the Grey Nomad Awards,

Help us make travel easier for people with hidden disabilities

It is our hope that those who travel Australia with a hidden disability will feel well supported and those in tourism will gain a greater awareness of these people’s plight and how to support them better. That is why Sunflower Hidden Disabilities is our 2024 social cause.

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Artists featured the panel strips:

(left to right) Anya Brock, Brenton See, Vans the Omega, Cam Scale, The Zookeeper, Drapl, Heesco, The Zookeeper, Drapl, Apparition Media, John Murray

Photography: Awards Absolute ta Australian Street Art Awards 

The Art of Attraction acknowledges the traditional custodians of the land on which we will work - the Gubbi Gubbi people, and we pay our respects to their elders - past, present and emerging.

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