For over three decades, we've been crafting bespoke travel experiences that showcase the extraordinary diversity of Australia's landscapes, cultures, and communities. From the vibrant arts scene of Melbourne to the ancient landscapes of the Kimberley, our team of passionate travel specialists create journeys that connect travelers with the authentic heart of Australia.
About Southern Cross Travel
Creating authentic Australian journeys since 1994
Our Journey
Southern Cross Travel began in 1994 when Emma Thornton and Jack Lawson, two passionate backpackers who had spent years exploring Australia's remote corners, decided to share their knowledge with international visitors seeking experiences beyond the typical tourist routes. Starting from a tiny office on Collins Street with just one computer and a stack of hand-drawn maps, they built personal relationships with local guides, Indigenous communities, and accommodation providers across Australia.
Throughout the late 1990s, as eco-tourism gained momentum globally, Southern Cross pioneered sustainable travel practices within Australia. We were among the first tour operators to establish formal protocols for respectful engagement with Indigenous communities and to implement waste reduction initiatives for remote camping experiences. By 2001, our commitment to responsible tourism earned us our first industry recognition, the Victorian Tourism Award for Sustainable Tourism.
The early 2000s brought significant expansion as we opened satellite offices in Sydney and Cairns, enabling our growing team to maintain first-hand familiarity with the destinations we recommended. During this period, we also developed our signature approach to personalized travel planning—the in-depth consultation process that remains at the heart of our service today. Rather than offering standardized packages, we began crafting completely bespoke itineraries based on each traveler's unique interests, pace preferences, and accommodation standards.
The 2010s saw us embrace digital transformation while maintaining our commitment to human connection. We integrated advanced booking systems and virtual consultation options while expanding our network of on-the-ground specialists across every Australian territory. Today, our team of over 50 travel professionals combines decades of collective experience with cutting-edge travel technology to create seamless, memorable journeys throughout Australia.
Our Mission & Values
Our Mission
To connect travelers with authentic Australian experiences that create lasting memories, support local communities, and foster appreciation for Australia's natural and cultural heritage. We believe that thoughtfully designed travel has the power to transform perspectives, support conservation, and create meaningful connections between people and places.
Core Values
Authenticity
We believe in genuine experiences that reflect the true character of Australia's diverse regions and cultures. We avoid tourist traps and seek out local secrets, family-owned businesses, and experiences that foster real connection.
Sustainability
We're committed to environmentally responsible travel that respects natural ecosystems and minimizes carbon impact. We prioritize partners who share our commitment to conservation and responsible resource management.
Cultural Respect
We recognize and honor the continuing connection of Aboriginal and Torres Strait Islander peoples to Australia's lands and waters. We work closely with Indigenous-owned businesses and cultural guides to ensure respectful and meaningful cultural experiences.
Personalization
We believe that the best journeys reflect the unique interests, pace, and style of each traveler. We reject one-size-fits-all packages in favor of carefully tailored experiences that create meaningful connections.
Meet Our Leadership Team
Olivia Thornton
CEO & Co-founder
Daughter of founder Emma Thornton, Olivia took over leadership in 2015 after a decade managing our Sydney operations. With a background in sustainable tourism and an MBA from Melbourne Business School, she's led our expansion into luxury eco-travel while maintaining our commitment to authentic experiences.
Marcus Wong
Chief Experience Officer
With over 20 years in tourism and a background in cultural anthropology, Marcus oversees our experience design and guide training programs. His passion for storytelling and deep connections with Indigenous communities across Australia have shaped our approach to cultural tourism.
Leila Nyongo
Head of Sustainability
An environmental scientist who joined us in 2018, Leila leads our sustainability initiatives and carbon offset programs. Her work has reduced our operational footprint by 65% and established partnerships with conservation projects in every Australian state and territory.
James Cooper
Director of Destinations
A former outback guide with over 40 years of experience in remote Australia, James oversees our destination research and provider relationships. His encyclopedic knowledge of Australia's hidden gems and seasonal variations ensures our itineraries optimize every journey.
Our Achievements
Industry Recognition
- 2025 Australia Tourism Award for Excellence in Cultural Tourism
- 2024 Sustainable Travel Global Top 100 Companies
- 2023 Victorian Business Sustainability Award
- 2022 Indigenous Tourism Partnership Excellence Award
- 2021 Innovation in Regional Tourism Award
Environmental Impact
- Carbon neutral operations since 2022
- 100% renewable energy across all offices
- 45,000 trees planted through traveler contribution program
- Zero single-use plastics in all tour operations
- $250,000 contributed to wildlife conservation projects
Community Impact
- 35 formal partnerships with Indigenous-owned businesses
- $1.8 million directed to rural and regional economies annually
- 18 scholarships funded for Aboriginal tourism training
- 250+ small local businesses supported across Australia
- 15,000 volunteer hours contributed to community projects
Growth & Innovation
- 20% average annual growth over the past five years
- Pioneered virtual reality destination previews in Australia
- Developed proprietary carbon tracking software for travel planning
- Expanded to three offices across Australia
- 96% client satisfaction rating (independently verified)
What Our Clients Say
Alexandra Harrington
London, UK
"Southern Cross arranged our month-long journey through Australia with exceptional attention to detail. Their connections with small, family-run properties gave us access to experiences we never would have discovered independently. Their knowledge of seasonal variations meant we saw wildflowers in Western Australia and avoided the worst of the heat in the Red Centre. After three decades of independent travel, I'm convinced of the value of their expertise."
Takashi & Yumi Watanabe
Tokyo, Japan
"As first-time visitors to Australia, we appreciated how Southern Cross created an itinerary that balanced iconic landmarks with lesser-known treasures. Their Japanese-speaking consultant helped us communicate our preferences clearly. The Indigenous cultural experiences they arranged were profound and respectful, giving us insights we would have missed otherwise. Every transfer was seamless, and their support during a last-minute flight cancellation was exceptional."
Diego Fernandez
Santiago, Chile
"As an adventure photographer, I needed a travel partner who understood my need to reach specific locations at precise times of day. Southern Cross not only arranged special permits for dawn access to restricted areas but connected me with knowledgeable local guides who knew exactly where to position for the best shots. Their team's familiarity with remote regions saved me countless hours of research and resulted in some of the strongest images in my Australian portfolio."
Australia Through Our Eyes
Ready to Discover Australia with Us?
Let our team of experts create your perfect Australian journey
Whether you're dreaming of iconic landmarks, off-the-beaten-path adventures, or immersive cultural experiences, our team is ready to craft a personalized itinerary that reflects your interests, travel style, and budget. Contact us today to begin planning your Australian adventure.
