Tourism Australia has unveiled the Australia House Program at this year’s SXSW Festival in Austin, Texas.
Front-and-centre at this year’s AUSTRALIA HOUSE @ SXSW festivities, kicking off Sunday, March 12, are NBA sensation Patty Mills, Mabu Mabu owner and executive chef Nornie Bero and Yolŋu surf rock band King Stingray.
AUSTRALIA HOUSE @ SXSW, located in the heart of the action on Rainey Street, is an all-encompassing Australian experience featuring technology showcases, music performances, keynote speakers and interactive displays by some of Australia’s leading experts in the film, music, creative, and innovation sectors.
Presented by the American Australian Association (AAA), the multi-day schedule includes a host of opportunities to engage in panel discussions as well as unique food, wine, and tourism experiences. AUSTRALIA HOUSE @ SXSW will run from March 12th to March 17th, 2023.
Tourism Australia’s vice president (The Americas), Chris Allison, said the organisation’s presence at SXSW was set to highlight Australia’s resilient spirit and welcoming people.
“This year, AUSTRALIA HOUSE will again play home to the inspiring conversations, immersive experiences and brilliant music and food offerings festival-goers have come to expect of the space,” he said.
“After a challenging few years for global tourism, the week-long SXSW schedule will show our audience that there’s still nothing like Australia, and that creativity and innovation continue to come out of the country in droves,” Allison added.
The action-packed AUSTRALIA HOUSE @ SXSW schedule begins with the Come and Say G’day reception event on Sunday evening.
Guests will enjoy a menu showcasing Native Australian ingredients curated by chef Nornie Bero of Mabu Mabu, Australian cocktails, beer and wine, and a live acoustic performance from Yolŋu surf rock band, King Stingray.
Tourism Australia will present two panels over the course of the week, both to be held on Monday 13 March.
Adweek USA’s digital editor Colin Daniels will lead the first panel of the day— Enticing Travel Through Song, Art & The Written Word. Marketing and creative experts Susan Coghill (CMO, Tourism Australia) Cam Blackley (chief creative officer, M&C Saatchi) and Millie Millgate (executive producer, Sounds Australia) will share how they’ve harnessed and showcased creative talent to evolve understanding of Australia on a global stage.
Afterwards, some of Australia’s most recognised Aboriginal and Torres Strait Islander voices will lead conversation in Connecting to Country – The Power of Song, Food & Movement. Panelists Patty Mills, King Stingray and Nornie Bero will discuss how food, art and movement have preserved and powered cultural identity—moderated by award-winning, Dallas-based author Alex Temblador.
Thought-provoking panel discussions and in-conversation style talks will take pride of place across the entirety of AUSTRALIA HOUSE programming on Monday, Tuesday and Wednesday, with sessions also scheduled from Australia Council for the Arts, LA Times, Investment New South Wales, Tech Central, Movember, Austrade and Vicscreen.
Across Thursday and Friday, Sounds Australia will host its official SXSW music showcase at the venue, where a combination of Australia’s most well-known musical talent and breakthrough artists will perform live to AUSTRALIA HOUSE guests.
Australia’s coffee culture will be on show throughout the full week, with US-based, Australian café Bluestone Lane serving flat whites daily.
Also attending the SXSW in Austin are Mediaweek’s Trent Thomas and Greg “Sparrow” Graham as part of a custom and curated experience designed by Sparrow.
Mediaweek’s tour aims to inspire new tech innovations and maximise both attendees’ careers and overall experience while at SXSW.