From a lifelong quest to visit 100 countries to a 21st and 80th birthday spent with the same tour company.
Australian travellers have shared the stories behind the six finalists in the 2026 NTIA People’s Choice Award.
The one National Travel Industry Awards (NTIA) category decided entirely by travellers, the People’s Choice Award attracted 3,634 nominations, each telling the story of a much-loved travel business in 50 words or fewer.
Only ATIA-accredited travel agencies, tour operators and cruise lines were eligible.
Here are the finalists, as told by the travellers who put them forward.
# For 27 years, Michelle and Emily at Jamison Travel & Cruise have organised one client’s travels to Kyrgyzstan, Moldova, Latvia, Spain, Portugal, Morocco and New Zealand. They’re now helping that client reach 100 countries, adding special touches along the way while respecting the budget.
# Trafalgar has been part of one traveller’s milestones for six decades. They celebrated their 21st birthday on a Trafalgar tour in the 1960s, then marked their 80th with Trafalgar in Scandinavia in 2025, where the hostess and driver presented them with a Royal Copenhagen mug over dinner.
# For one nominator, World Expeditions was a lesson in chasing awe, starting with the Great Wall of China in 2014 and followed by a spectacular sunrise over the Himalayas. The moment that stayed with them was a visit to a remote Nepalese hospital the company supports and seeing its commitment to the communities its travellers pass through. “Life changing,” they wrote.
# In Tasmania, Home Travel Company won over its nominator with first-hand destination knowledge built over decades, close attention to detail and staff who check in while clients are away. They offer options focused on what the traveller needs rather than on making a sale.
# Sisterhood Womens Travel gave one traveller her world back. After her husband died, she believed her travelling days were over, but one trip with Sisterhood showed her she could travel again, looked after at every stage and with friends for company.
# At Your Holidays, one client has trusted agent Helen with their travel for more than 15 years, praising the way she makes every holiday easy, whether it’s planned months ahead or booked at the last minute. Helen’s ATIA accreditation, they said, gives them extra confidence.
Travellers who shared their stories were also rewarded for taking part, with every nomination entered into the draw to win travel prizes.
“Every one of these nominations is a reminder of what great travel professionals really do,” said Dean Long, ATIA CEO.
“More than 3,000 Australians took the time to tell us about the businesses they love and that says everything about the trust travellers place in accredited professionals.”
The winner will be announced at the NTIA Gala Dinner at the Palladium at Crown Melbourne on October 10.
