Behind the scenes: International Traveller's origin story

The first issue of International Traveller was published in June 2012. As we mark our 50th issue, founding editor Quentin Long recalls the trials and tribulations of the early days – typos and all.

One of my favourite moments as a small publisher has always been answering the phones and talking to our subscribers. These people are our biggest fans and invariably give us so much valuable feedback on what they like, love and hate!

So, it is no wonder that International Traveller was born from a conversation with a subscriber to Australian Traveller in 2011. After renewing his subscription he asked: “Do you ever cover international destinations? You know we [he and his wife] travel overseas. We would love it if you did.” The timing was brilliant.

The Aussie dollar was on an amazing upward trajectory and would reach its US$1.10 for every AU$1 apogee in the next year or so. Our CFO was pushing us to diversify the business. We had launched Australian Traveller in 2005 and after years of paying ourselves below minimum wage and slogging it out, the business had some momentum.

The Aussie dollar was on an amazing upward trajectory when International Traveller launched. (Image: serts via Getty Images)

We toyed with the idea of expanding the Australian Traveller content to include international destinations but it always felt misguided. And then our editor at the time, the very smart and talented Elisabeth Knowles, said, “Why not just launch a new brand?” In truth, it felt like a betrayal of our core founding mission to help Australians fall in love with their own country, but necessity is the mother of all invention. Elisabeth suggested calling our new brand Explorer, but I always defer to the maxim, ‘It does what it says on the tin’. And so International Traveller – For Modern Explorers was born.

We decided to test the water with two issues in 2012, one in June and the other in November. I was to be the founding editor, which created its own challenges. My typing and spelling are legendary… for being awful.

The first edition cover had to be pulped. I had misspelt the Philippines, making the classic ‘Phillipines’ mistake. But with a new cover and a suck-it-and-see ambition, the brand was launched.

International Traveller’s first issue hit shelves in 2012.

Many of our Australian Traveller subscribers picked it up with glee and then we found a whole new audience of global wanderers. My guilt at betraying Australian domestic travel eased when I realised we could turn some of these ‘global wanderers’ into Aussie advocates by introducing them to Australian Traveller.

In the early days we learnt a lot; perhaps the biggest lesson was that I probably should not be the editor. But I have never misspelt the Philippines again.

In the early days we learnt a lot. (Image: Poike via Getty Images)

Publisher’s thanks

Thank you to everyone who made International Traveller possible in the early days, from Elisabeth Knowles to our key sales person Nikki Gilmore and our marketing manager Dimity Noble, who also penned a girls’ trip to New York feature in Issue 1 that was so insightful, smart and energising it became the standard by which all other features were measured. And to Leigh-Ann Pow, who inherited the brand from my editorship and gave it a sharp and necessary makeover.

Industry support particularly in the early days came from Donna Campbell at Destination Canada, David Reid from TUI Marine, Kim McKay at TFE Hotels and Amanda Bruno at Wendy Wu Tours. All were staunch supporters from the beginning and long after. I must also mention DriveAway Holidays, Emirates airline, Bill Peach Journeys and the now sadly defunct Tucan Travel for their support back then. Gratitude goes to all our staff and suppliers past and present for continuing the journey. And finally, a massive thanks to the most important people, you our readers. Without you we have nothing. Please continue to tell us what you want more of, less of and any other ways we can inspire you.

A Europe-dedicated issue is always a good idea.