Helloworld Travel’s 2026 Owner Managers Conference (OMC) has kicked off in Cairns, with Queensland’s Premier and tourism leaders using the opening day to highlight the critical role travel advisors and agency owners play in driving visitation to Queensland. Karryon reports from OMC.
Around 500 delegates have gathered in Tropical North Queensland for the four-day conference, which brings together Helloworld owners, managers, suppliers and industry partners from across Australia and New Zealand.
Addressing guests, Queensland Premier David Crisafulli said delegates represented an influential group capable of shaping large-scale travel across Australia and New Zealand.
“I’m mindful about how important the people in this room are, and the decisions you make will help shape the state that we want to build,” he said.
Crisafulli used the conference to highlight Queensland’s broader tourism ambitions, including Destination 2045, increased aviation connectivity and a growing pipeline of major events.
“We are leading what is the most ambitious tourism agenda that’s ever been seen in this country,” he told delegates.
The Premier said the state was focused on attracting investment, growing airline capacity and strengthening Queensland’s position as Australia’s events capital.
He also delivered a direct message to the trade.
“For those of you who are interstate, I want you to know if you send people here… they will be safe, they will be respected, they will be embraced.”
A homecoming (of sorts)
Craig Davidson, CEO of conference partner Tourism and Events Queensland, said hosting OMC 2026 in Cairns was about showcasing the destination to people who influence consumer travel decisions every day.
“These are the owners and managers, so these are the people that really influence their businesses when they go back to their respective parts of the world, Australia and New Zealand,” he said.
Davidson also highlighted the significance of welcoming Helloworld Travel CEO Andrew Burnes back to the city where his tourism career began, with the launch of AOT Group.
“This is where it all started for him, and to have them back here, where it all began is really, really special.”
In addition, Davidson said the conference aligned with Queensland’s long-term tourism strategy by putting key sellers in front of local operators and experiences.
“It’s also about doing the hard work, which is about getting our sellers and getting our owners and managers into the region.”
Immediate boost just the start
For Tropical Tourism North Queensland CEO Mark Olsen, the value of the event extends well beyond its immediate economic contribution.
“There is no better way to promote this destination than [to] have one of the largest retailers and wholesalers of travel anywhere in Australia and New Zealand, Helloworld Travel, here in the destination,” he said.
Olsen said the conference would generate millions of dollars for the local economy, but said the bigger opportunity lies in future bookings generated by delegates once they return home.
“Those owners and managers will be going back to their agents, selling this destination, having that love of tropical North Queensland.”
He also acknowledged the rising challenge of outbound travel, noting Aussies are increasingly choosing overseas holidays.
“We’ve seen over the last 12 months, Australian travel domestically, basically flat line, but Australian travel outbound grow more than 6% per annum.”
“Ripple effect”
Assistant Minister for Tourism, Early Learning, Creative Industries and Far North Queensland Bree James said bringing influential travel sellers to Cairns was an important investment for the state.
“This is all about putting Cairns and Queensland on the map,” she stated.
“The Queensland government are so proud to be investing in this conference. We know that the ripple effect of this investment will be felt for years and years to come.”
With delegates spending the coming days exploring the Great Barrier Reef, Daintree Rainforest and wider region, Queensland’s tourism leaders are confident the conference will translate into something even more valuable than attendance numbers: future sales.
Karryon is a guest of Helloworld Travel. Stay tuned for more from the event.
KARRYON UNPACKS: Queensland’s tourism leaders clearly view travel advisors as growth partners, not just distributors. Bringing decision-makers into destination remains one of tourism’s oldest tactics, and arguably still one of its best.
