About JKA

About Julie King & Associates

We are an award winning agency, having taken title of ‘Best International Tourism Office’ twice in the last 6 years for the destinations we represent and being voted as a top 5 finalist for the last 6 years consecutively.

We specialise in travel and tourism because it is our passion. Julie King & Associates was formed in Sydney in 2010 by CEO Julie, who has had more than 31 years of international success in the Hospitality and Tourism industry.

We see ourselves as connectors, bringing amazing destinations and products to people who want to travel, in a seamless and simple way for our partners. We create thriving destinations and hotels filled with happy visitors.

As lovers of travel, we want people to have great experiences, which is why we partner with destinations and products that we really believe in. This belief means that we are ardent advocates for our clients which inevitably brings great results. You can’t help being passionate about promoting a destination or product when you truly believe that it is amazing.

We work with our clients in many different capacities. We can take full ownership of the destination or product or work in a part-time or project capacity. We also offer Hospitality and Tourism Consultancy.

Regardless of the level of representation you chose, the level of service stays the same. We will become your representative arm in Australia. Our service is so good that your customers won’t even be aware that you don’t have a presence here.

We make it easy for you to build connections in the market because our door to the travel industry and media is already open. We know the players. We are well connected and we look for connections that are a good alignment with your brand to effectively get the message to market.

See our Corporate Values
How our clients describe us:

“Connected, Innovative, Influential and Dynamic”

The breadth of my experience has given me insight into all aspects of the tourism and travel industry. I caught the bug as 15 year old kitchen assistant and have worked my way through every element of hospitality, from the early days as a housekeeper to opening five new hotels. When I moved into tourism consulting and advisory, I travelled the world benchmarking on a global scale. I use my international knowledge to enhance our client’s initiatives and projects. There is nothing I don’t intricately know and understand about the tourism industry. That gives us a great platform to give back to our clients.

Julie KingFounder & CEO

We Do Things Differently

We love promoting destinations and product that we feel are great places to visit.

In order to work with a client, we have to truly believe that what they offer is a “must visit” for travellers. That belief enables us to throw ourselves behind your destination or product with passion and connect you with the right trade and media partners to grow your success.

We offer an all-round solution to tourism products and destinations.

If you need to establish a presence in the Australia/New Zealand market or want to maximise awareness of your destination we will represent you as if we were part of your company, we do not share teams across multiple accounts.

You need increased visibility and awareness of your destination, we will help you achieve this through marketing, PR, digital service and sales representation as well as full consultancy services.

Most companies tend to specialize in PR, trade or a particular region. We simplify the process for you by having expertise across a full range of services. Our team has delivered over 150 consulting projects in 20 different countries.

Our well established trade networks and great PR record allows us to easily tap into the Australian & NZ market to increase visitor numbers.

We are extremely transparent and flexible with our customers and we gain their trust and respect as a result of that. If a client needs to call us at twelve o’clock at night, then we’re available.

Our company ethos is based on connection, honesty, transparency and trust.


Our purpose is to inspire people to travel.

We achieve our purpose by strategically and creatively working with our partners and clients to showcase their product to increase market share. We position brands and products to increase their awareness in the market leading to growth in visitation numbers and delivering high value, long term visitors.

Our passion ensures we connect all the elements – this creates the inspiration to travel.


“To become the Leader in Tourism & Hospitality Marketing Representation in Australia & New Zealand”

What our clients/partners will tell you

"Julie is a true entrepreneur who gives of her time and experience with a high degree of warmth and genuine belief that good should come to anyone she comes in contact with. Dubai Tourism has become well known, trusted, respected, valued by the Australian Travel Industry for the most part as a result of the dedication and outstanding representation provided by Julie King. Her ability to work with the Trade, engender long lasting relationships built on trust and integrity is highly regarded and I believe that Dubai as a destination has been brilliantly guided in the Australian market by Julie King due to her in-depth relationships and knowledge"

Jayson Westbury,Chief Executive, Australian Federation of Travel Agents

"Julie and her team were a dream to work with. Nothing was ever a problem and Julie was able to juggle multiple requests while walking the fine line between keeping the stakeholders in Dubai happy and understanding broadcast television. I was constantly impressed with Julie’s “can-do” attitude and amazed at how she managed to achieve precisely what we asked for and work with us to make some incredible TV moments. I deal with lots of Tourism Bodies in my role at Sunrise and I have no hesitation in saying that Julie and Dubai Tourism were one of the best Tourism Bodies I have had the pleasure to work with”

Monica Lepore,Chief of Staff, Channel 7, Sunrise

"I have known Julie for over 6 years now both as a colleague and a service provider. Julie has built an excellent industry reputation in an industry that has no where to hide for those who don’t deliver. As a supplier to my team at ARABIAN ADVENTURES Julie’s professionalism and efficiency was evident as she negotiated and cajoled her way to running, incredibly cost effective educational visits to Dubai for huge numbers of Australian agents with whom she is highly networked. As a colleague at Dubai Tourism , Julie was the benchmark for our global representation network in terms of her thoroughness, ability to develop creative and innovative projects, her attention to key KPI data and especially her attention to generating tangible and measurable returns for all expenditure. I would have no hesitation recommending Julie to anyone and indeed, will be seeking opportunities to use Julie’s services in the future."

Marc BennettFormer position: Senior Vice President, International Operations, Dubai TourismCurrent position: Senior Vice President, Discover Qatar and Qatar Holidays

"Julie’s initiatives over a 2 year period led to a record increase in visitation, spend & interests into the Gold Coast”

Pavan Bhatia, Former Chief Executive, Gold Coast Tourism

"Over the past 6 years I have had the pleasure of working closely with Julie and her team. They have managed to develop an extremely close relationship with Flight Centre Travel Group and one that has generated excellent sales and content for Dubai. I can honestly say the professionalism and organisation of Julie and her team are second to none. All the staff at Julie King and Associates are professional, hard working and honest and it makes doing business an absolute pleasure"

Sally McFadyen,Tourism Manager,Flight Centre Travel Group

"I have worked with Julie King and Associates in the industry for the last 6 years and have found Julie and the team reputable - Julie is very involved within the overall travel industry at large and built their amazing reputation on the work they have done building the Dubai's profile in the market place, this was due to the connectivity that they have had with the tourism industry."

Julie Primmer,Head of Branded Network, Helloworld Travel

"At all times during the proposal, pre-production, shooting and post production of these series we have found Julie King and her team at Dubai Tourism in Sydney to be 100% professional, truly focused on getting the best for Dubai and an overall pleasure to deal with"

Darryl McEwan,Creative Director, Imagination TV

"Dubai Tourism were exceptionally professional and knowledgeable ,and made the entire experience of taking our cast and crew to Dubai an absolute pleasure"

Lisa Potasz,Executive Producer Real Housewives of Melbourne & Sydney

"We were thrilled with Julie’s project management and organization on the client side. Julie’s perseverance with stakeholders and general dedication to the project was instrumental in achieving the outstanding broadcast content featuring Dubai for MasterChef Australia Series 5. What we appreciated most about working with Julie and her team was their ability to influence stakeholders and lead the project for her client to enable a smooth execution on such an enormous project, that ultimately delivered on everyone’s expectations”

Meredith Fraser,Commercial Partnerships Director, Production EndemolShine, Australia

"Julie King is one of my favourite clients and a woman I am confident I will work with again and again. She intrinsically understands my industry and her team are meticulously organised in dealing with any workload. She is innovative, professional and lends an old world class to everything that she does. In my niche world of influencer marketing Julie has proven herself savvy and forward thinking”

Lauren Bath,Director, Lauren Bath Services

"Always professional, Julie King and her dynamic team have set the benchmark and always worked tirelessly with the Travel Industry to highlight Dubai as a true destination, not just a stopover. Pro-active and courageous, Julie is always keen to try new promotions and to keep Dubai high on everyone’s radar. Highly personal in her relationships with provider’s and the Travel Industry, Julie King has been tireless in her efforts to promote Dubai in the best possible way"

Phil Hoffman,Managing Director, Phil Hoffman Travel

"Through sheer hard work Julie and her team have lifted the profile and reputation of Dubai Tourism within the tourism industry in Australia and for this they should be congratulated."

Dennis Bunnik,MD, Bunnik Tours

"Julie King and her team at Dubai Tourism Australia have demonstrated excellent skill and understanding when it comes to engaging with Australia's leading digital influencers. They are one of the few that have been successful in engaging Australia's top influencers in an earned capacity to product excellent digital content for Dubai as a diverse destination. The influencers tout the experience as the best they've ever had. The way in which Dubai Tourism Australia devised and implemented authentic, diverse and engaging experiences for the influencers was second to none"

Felicity Grey,Managing Director, Nuffnang

"Julie is a delight to work with, her open approach to new ideas and the attitude and organisation of her team, make it a dynamic environment"

Justine May,Chef’s Ink

"Julie and her team continue to be a key motivation to partner with the destinations they represent in market. Her team are the market leaders when it comes to a Destination Representation Company, understanding our business requirements and aligning accordingly to the objectives of the destinations. I endorse and encourage any Destination that requires a complete 360° solution to consider Julie King & Associates for their professional and thorough approach from B2B partnerships and B2C appreciation."

Gordon BayneGlobal Commercial Director, TRAVLR Group Australia

"Julie’s team is experienced and professional - always suggesting new initiatives where a partnership was possible in order to increase business for both parties. At APT, we are proud to be working so closely with a multi award winning company that represents destinations as if there were their own. I would recommend Julie King and Associates very highly to any company seeking a trusted, respected and results orientated representation company. "

Chris HallManaging Director, APT Group

"Dubai Tourism has for many years been widely regarded in the travel Industry as the leading international tourism office due to the outstanding representation they enjoyed from Julie and her team. They are extremely well connected, innovative and professional in every aspect. Their hard work on behalf of Dubai Tourism included industry education and events on a scale rarely seen in the industry yet they were equally as adept at dealing with individual partner initiatives."

Andrew MacfarlaneMagellan Group

"Julie and her team are one of the most highly respected organisations in their field. Their professionalism and depth of knowledge is enhanced by the attention to detail and genuine interest in our business and creating success within the partnerships. I work with many representation companies in Australia and around the world and I can say that Julie’s passion and dedication for everything she does is amazing."

Andrew YellGlobal Sales, Product Contracting and Operations, Excite Holidays

"Julie and her team have been instrumental in building both trade and consumer awareness for Dubai and have always offered tremendous support by way of education, partnerships, trade introductions, and joint marketing opportunities. As a result of their destination training, awareness and B2B introductions, Julie King and Associates have been a great contributor to the large passenger growth for Dubai while I was at Tempo Holidays seeing a portfolio increase from a turnover of $30K in 2012 to over $4 million in 2015 and an increase in the nightly stay from an average of 1.7 nights an average of 4.3 nights, often seeing stays of up to 10 – 14 days."

John SaporitoProduct Manager, Abercrombie & Kent Australia Pty. Ltd

"We have partnered with Julie King & Associates for the past 4 years to promote Dubai. Throughout this time Julie and her team have always been highly professional, friendly, personable and reliable. They have assisted us greatly in growing our room nights to the region, and have consistently produced and shared with us high quality marketing material to help us both promote and build awareness of new products in this ever changing destination."

Jenny DazeleyProduct and Marketing Manager, Pacific Travel Cube

"As Product Manager for the United Arab Emirates at Flight Centre Travel Group I have been working closely with Julie King and her team on destination Dubai for approximately 5 years. During this time we have forged strong professional relationships and I have always been impressed with the team's dedication and commitment to Dubai. A meeting with Julie and her team has purpose and well defined goals, and I'm always confident that we come away with strategies to reach the desired outcomes. Julie has worked very closely with our senior marketing teams at FCTG head office and has a great reputation with them. Under Julie's guidance Dubai Tourism participated in some extremely successful campaigns with FCTG over the years - for example a very complex breakfast television campaign and our 48 hour Destination TV show featuring Dubai. Aside from the professional aspects its a real pleasure to work with such great people and I sincerely hope that our paths cross again in the not too distant future."

Natalie GosselinSenior Team Leader , ANZPAC Pro-curement Global Pro-curement Net-work

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