A new multifunction online platform has been launched, with the aim of promoting Australia's lesser known attractions to tourism markets overseas.
UK-based Triptide Australia aims to sign up a significant database of Australian tourism operators seeking to promote their product to the international marketplace using a range of offers, social media, editorial, reviews and online transaction capabilities.
In exchange, Triptide will charge a commission between 10 and 15%, although it will waive that fee for new suppliers during the first six months.
Founder Peter Richards told Travel Today the new offering, partly funded by the UK government, is a "one stop shop" for people interested in paying Australia a visit.
"There's nothing out there with all the capabilities this has," he said.
The product aims to use local knowledge to expose the "hidden attractions" that Australia has to offer, which Richards believes are often neglected in the destination's tourism marketing.
It is being targeted at consumers in the US and the UK.
So far, Triptide has signed up 51 local suppliers in two months with its Australian sales team of two people. But it hopes to stimulate awareness of and interest in the product during the Australian Tourism Exchange to be held in Sydney from April 27to 30.
Richards is also in search of a franchise partner to take over the local operations of the business, the first to be rolled out under the brand. Triptide South Africa will launch next month.
Meanwhile, the product has potential for white labels and trade adoption further down the line.
"We just need to grow our database first," Richards said.