AAT Kings's Slogans & Taglines

AAT Kings is an Australian and New Zealand coach tour operator with a heritage spanning over a century. The company traces its origins to 1912 and began operating coach tours to Sydney's Blue Mountains in the 1920s. In 1997, it joined The Travel Corporation, and in 1999 expanded into New Zealand. Today, it is one of the premier guided holiday operators across both countries, offering fully escorted multi-day tours, day tours, short breaks, camping adventures, small group journeys, and 4WD safaris. Its fleet of modern coaches features panoramic windows, reclining seats, and onboard restrooms, while highly trained Travel Directors and Driver Guides provide expert commentary throughout each journey.

Core offerings span iconic destinations including Uluru, the Great Barrier Reef, Milford Sound, and Kakadu National Park, with itineraries ranging from half-day city sights to 31-day countrywide explorations. The company also operates subsidiary brands such as Inspiring Journeys and SEIT Outback Australia. Brand messaging has evolved from the destination-focused promise Best under the Australian sky and Best under the New Zealand sky to the service-centric core principle Driven by Service. More recently, the company launched the Wild Awaits campaign, emphasizing immersive sensory experiences across Australia and New Zealand.