Tourism Australia is holding their annual Global Public Relations Conference at The Byron at Byron Resort and Spa this week.

The public relations representatives, who arrived in Byron Bay this week (25 February), work to promote Australia as a tourism destination internationally and domestically. They are making the most of their first visit to Byron by undertaking a famil of Byron and the broader Northern Rivers region.

They will meet with more than 30 tourism operators in Byron Bay, Bangalow and the Tweed as well as visit the Green Cauldron, one of the eight experiences in Australia’s National Landscapes program.

Stretching from Byron Bay to the Gold Coast and west toward the Great Dividing Range, this vast caldera shelters a huge diversity of rare flora and fauna, subtropical rainforests and a breathtaking rim of mountain ranges.

“The Byron at Byron has been working hard to promote nature-based and wellness tourism, both domestically and internationally for many years,” said Kerry I’Anson, Manager Global Public Relations from Tourism Australia.

“They are very supportive of Tourism Australia initiatives including our visiting journalist program. We are happy to be here now experiencing the resort and the Green Cauldron region for ourselves.”

The Tourism Australia representatives will spend time meeting with local identities and business people to get a feel for the identity and issues of the region.

“Having Australia’s peak tourism marketing organisation in the Northern Rivers is a great privilege,” said Russell Mills, Chief Executive Officer of Northern Rivers Tourism.

“We’ve put together an itinerary that we hope will give them plenty of story angles to pitch to the world’s travel media and in turn generate positive publicity for the region”.