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Dame Irene Hays goes undercover to surprise agents on Sydney fam trip
Dame Irene Hays surprised agents on a Sydney fam trip last weekend by going undercover as a Sydney Harbour Bridge employee.
The Hays Travel Group owner and chair attended Australian Tourism Exchange (ATE) 2025 before heading to Sydney to go undercover to surprise the group, during her first visit to Australia in more than 20 years.
Hays saw the group off as they started their climb up Sydney Harbour Bridge, before the group took part in a Let’s Go Surfing lesson in Bondi with lifeguard Bruce Hopkins, known for his appearance on the hit show Bondi Rescue.
Tourism Australia’s regional general manager for the UK, Andrew Boxall, said: “It was a privilege to have Dame Irene Hays with us at the 45th and largest ATE, Australia’s premier travel trade event.
"Dame Irene participated in this wonderful programme, meeting with and connecting with our industry, and experienced firsthand the passion and innovation that make Australian tourism so special.
“Hays Travel is an incredible partner for Tourism Australia. In just two years, we’ve grown to more than 1,200 registered Hays agents in the Aussie Specialist Program, a fantastic achievement for both Hays Travel and Tourism Australia.”
Hays said: “It was amazing to fly to Sydney to surprise our lucky fam trip group as they took to a climb across Sydney Harbour Bridge.
"It’s fantastic to spend time with colleagues in this wonderful destination, courtesy of Tourism Australia.”
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