1920s: The essence of APT began in 1927 when Bill McGeary converted his tray truck into a bus to transport commuters left stranded by a cable-tram strike in Melbourne. Bill later bought his first new bus in 1930, which he used on a route that connected the tram with train lines.
1930s: As the business grew, Bill purchased a busier, three-bus route. In keeping with the family-oriented nature of the enterprise, it wasn’t long before he and his brother George built a large garage to house the buses.
1940s: The first half of the 40s saw Bill’s business continue to expand, as he increased his fleet of buses, took on more employees and acquired several new routes.
Expansion continued on the 26th of June 1941, when Bill and his wife Hazel welcomed their first and only son, Geoff. Towards the decade’s end, Bill secured several school-run contracts, resulting in taking the fleet to five buses, as well as the purchase of the McGeary’s first Federal Coach.
1950s: Reasoning that the age of commuter buses was nearing its end, in 1950 Bill sold his commuter routes at their peak, turning his attention entirely to school runs and charter work.
Sadly, Bill was diagnosed with Parkinson’s disease in 1954. His health, along with his business, swiftly deteriorated. By the late-1960s, it seemed that there was little choice but to sell.
1960s: Determined that the business remain in the family, Geoff McGeary, at age 19, applied for a special dispensation to obtain an underage bus driving license in 1961. Two years later, Bill sadly passed away.
Quickly identifying the opportunities for recreational travel, Geoff was soon sending his buses to Central Australia and Queensland on camping holidays.
By 1966, Geoff had a total of 10 buses. In 1967, Australian Pacific Coaches was formed.
1970s: Though the bulk of the company’s work was still in bus charters, interest in extended touring soon flourished. Soon, day tours and accommodated tours around Australia capitalised on the company’s burgeoning reputation.
By the mid-1970s, the company was renamed Australian Pacific Touring (APT) and saw the beginning of the company as a global entity. New Zealanders were the first internationals to join APT holidays, followed soon by travellers from North America and Europe.
A sign of things to come, between 1970 and 1975, offices were opened in Auckland and Los Angeles.
1980s: The 80s were a period of rapid expansion and acquisition for APT.
During this time, the business began to diversify and branch out into new areas, all while gaining control of and incorporating several, smaller domestic tourism companies. This ultimately created a force to be reckoned with in the travel industry.
Throughout the 80s, APT also established more offices internationally in New Zealand, the UK, the US and Canada.
1990s: In the 90s, APT’s camping safaris gained in popularity, particularly with Europeans. The tours, ranging from 23 to 63 days, covered the most remote parts of Australia.
Following its inception in 1991, APT’s Canada and Alaska program continued to grow significantly throughout the decade. As APT’s first foray outside of Australia and New Zealand, representing a big step away from traditional coach touring, this saw the creation of a long partnership with Rocky Mountaineer and Holland America Line.
The 90s also saw the launch of Australia’s first seatbelt-equipped coaches - which soon became standard.
Later in the decade, APT acquired Travelmarvel, which signalled a move into the affordable travel market.
2000s: With the dawn of the new millennium, APT continued to promote extensive domestic and international growth.
In May 2021, the company sold its fleet of 90 coaches. Later that same year, APT purchased a 75% stake in the specialist luxury tour operator, Captain’s Choice Tours. 2001 also saw the launch of APT’s first website.
In 2003, Geoff was honoured at the National Travel Industry Awards for his outstanding contribution to Australian tourism over 40 years.
In 2004, the Wunan Foundation invited APT to purchase 60% of the fledgling Kimberley Wilderness Adventures, with its pioneering network of camps in Western Australia’s Kimberly region.
Setting their sights on further expanding the travel market, APT also invested in an innovative river cruise business, launching the first ship for AmaWaterways, the MS AmaDagio in 2006.
By 2009, APT was operating Europe’s most modern fleet of ships - featuring the stylish French Balconies. This set in motion an increasing focus on river cruising holidays.
2010s: The decade thus far has seen APT go from strength to strength as it consolidates its position as Australia and New Zealand’s leading cruising and touring operator.
Australia’s leading operator of specialist botanically tours and cruises, Botanica celebrated its 10th anniversary in 2010. One year later, Luke Nguyen, renowned chef, author and television presenter, was appointed as an APT Ambassador.
On a personal note, Geoff’s services to Australian tourism were acknowledged in 2013 when he was awarded the Neil Frazer Award for Outstanding Contribution to the Crusie Industry by an Individual. More recently, he was awarded the Medal of the Order of Australia in 2014, as well as the Australian Tourism Legend at the 2015 Qantas Australian Tourism Awards.
As a business, between 2010 and 2020, APT has won Best Tour Operator (Domestic) and Best Cruise Operator (International Based Operation) at the National Travel Industry Awards, Best River Cruise Line and Best Escorted Tour Operator in the Telegraph Travel Awards, Best Escorted Tours Holiday Company (Small) at the British Travel Awards.
APT has also been awarded the Highest Rated River Cruise Ships in Europe in the Berlitz: River Cruises in Europe travel guide, as well as the Which? Recommended Provider for River Cruises.
Today: Today, APT covers more than 70 countries around the globe. Continually looking to the future, Geoff and the APT team’s spirit of innovation and love of travel are set to steer the company in exciting new directions in the future.
