2 - 4 March 2022

The Events Centre Caloundra

Let's BRING ON 2023 Art of Attraction - it will be even BIGGER and BETTER.


In line with Tourism Australia's domestic Holiday Here This Year and Holiday Here Next Year strategies and campaigns, the conference is the national platform to unite tourism leaders, decision makers, tourism operators and businesses in communities that rely on mature-age domestic tourists and the growing number of art-loving visitors. Established in 2019, the primary goals of the conference remain:

  • To enhance domestic visitation

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

Under the theme of "Unlocking the Law of Attraction", attendees at this conference 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.


After significant liaison, the 2021 conference has been transformed into a 2022 bonanza:

  • Two full days of information-packed sessions

  • A third day of deep dive learning

  • Stream for art tourism

  • Special over 55s visitation sessions

  • An optional half-day "Street Art for Tourism 101" masterclass for everyone wanting to know how to deliver a mural from concept through funding and regulations to delivery

  • Pre-conference experiences - your chance to become immersed into Caloundra's vibrant street art or travel by land and sea to experience what motivates over 55s

  • An innovative welcome reception

  • A gala dinner where the winners of the 2021 Australian Street Art Awards and Grey Nomad Awards will be celebrated. (With the postponement of the Summit, the announcement of the Awards will be held online on Friday 4 March. Details and links to come.)

Feedback from previous delegates and destinations strongly indicates that regional and rural destinations remain especially keen to share their stories of resilience, innovation, determination and success in facing the challenges brought about by coronavirus. We understand that competition in the domestic market is stronger now than ever, and providing credible 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 2022 conference will set you on the best path to achieve that goal with grass-roots, practical information, inspirational ideas, innovative networking and immersive learning.


Through the Australian Street Art Awards and the Grey Nomad Awards, delegates will learn all about those destinations, operators and community organisations that are working extra hard to stand out by offering something out of the ordinary for either mature-age travellers or art-loving visitors.


Join us for the 2022 Art of Attraction - the only all-inclusive opportunity for Australia to connect with, be introduced to, learn from, and become inspired by tourism leaders at the very forefront of:

  • Using public and street art as a strong economic driver.

  • Harnessing the wealth and loyalty of Australia’s most mobile and fastest growing segment - over 55s.

The 2022 program will deliver valuable take-aways by offering a variety of sessions exploring the latest trends, research and case studies.


Hosted by Awards Absolute in conjunction with the Australian Street Art Awards and the Grey Nomad Awards,


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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 


2022 Destination Partners

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