Fine Tours Group appoints Digital Minds Group to lead Australian media strategy

Fine Tours Group has appointed Digital Minds Group to support its Australian expansion and strengthen media strategy across digital channels.

The announcement:

Fine Tours Group (FTG) is expanding its Australian business, scaling demand for its Australia experiences across domestic and inbound traveller markets. As part of that growth focus, FTG has appointed independent media agency Digital Minds Group (DMG) to lead its Australian media strategy.

Fine Tours Group is a destination management company (DMC) with a portfolio of specialist travel brands focused on Australia and New Zealand. FTG designs and delivers premium itineraries with local expertise and end-to-end support for both travellers and trade partners, helping people discover, plan and book exceptional Australia trips with confidence.

Traveller discovery has fundamentally shifted. Attention is now fragmented across search, social and marketplaces, and AI-assisted planning tools are reshaping how travellers shortlist, compare and choose travel experiences. At the same time, privacy-driven signal loss and tougher competition have made attribution less reliable and efficiency harder to sustain, putting a premium on sharper positioning, cleaner measurement and more disciplined media investment.

DMG was selected for its performance-led approach and travel sector experience. The agency will partner with FTG to strengthen media strategy, improve measurement, and optimise investment across key digital channels to support FTG’s continued Australian growth.

Jack Walsh, general manager of customer acquisition at Fine Tours Group, said:
“Australia is a key growth market for Fine Tours Group, with increasing demand from both domestic travellers and international visitors. We needed a partner who can move quickly, improve measurement and help us invest with confidence as traveller discovery shifts across platforms. Digital Minds Group stood out for their clarity, pace and performance capability, and we’re excited to partner with them to drive efficient, measurable growth.”

Lija Wilson from Digital Minds Group added:
“We’re proud to partner with Fine Tours Group at a pivotal point in their Australian expansion. The group has built a strong reputation for delivering exceptional travel experiences, and we’re really excited to support their growth with a media strategy focused on sustainable, long-term value.”

Source: Digital Minds Group