One of Australia’s fastest-growing destinations was the subject of a recent 10-day famil for agents and staff from Mobile Travel Agents.
The inaugural partnership between MTA and Sun Island Tours saw the group of 10 experience Türkiye’s key attractions, equipping them with firsthand knowledge to boost their selling confidence.
The group experienced bucket-list attractions including hot air ballooning in Cappadocia, the historic memorials of Gallipoli, the ancient city of Ephesus and the legendary ruins of Troy.
Larry Burrows, Business Development Manager for Sun Island Tours, led the group through Istanbul and some of Türkiye’s most iconic natural wonders and historic sites.
“This famil gave our team invaluable product knowledge they can now share with customers from experience,” said Lesley Owen, Group General Manager of MTA.
“Whether it’s navigating routes from Istanbul to Izmir or understanding what the famous cave hotels offer, our advisors can now sell Türkiye with genuine confidence.
“Türkiye is a growing hotspot for Australian tourists, with demand surging by 20 per cent in 2025. This trip demonstrates our commitment to equipping our network to capitalise on this growth and provide our clients with expert, first-hand knowledge.”
As part of the famil, MTA head office collaborated with advisors on a coordinated social media campaign to promote Türkiye, Sun Island Tours and individual MTA businesses throughout the trip, generating 87 posts, reels and stories that reached more than 18,000 followers.
“Staying in the cave hotels, floating over Cappadocia at sunrise, walking through Ephesus, these aren’t just highlights to list, they’re sensory experiences I can now describe in detail,” said Zeena Croudace, MTA – Product Executive.
“When a client MTA Advisor asks, ‘what’s it really like?’, I can answer authentically. That confidence translates directly to converting enquiries into bookings.”
The group comprised two MTA head office representatives – Zeena Croudace and Brydie Cox, and eight advisors, Sharelle Walker, Kirsty Byrne, Rebecca McCarthy, Amanda Erwin, Megan McKnight, Carol Mills, Amanda Washington and Debbie Andrews.
Following the success of this inaugural famil, MTA and Sun Island Tours plan to create additional training opportunities and develop exclusive packages for MTA advisors to offer clients.
