Largest Showcase of Australian Tourism Experiences

29 May 2007

Largest Showcase of Australian Tourism Experiences Opens to the World

The country’s largest showcase of Australian tourism experiences, the Australian Tourism Exchange (ATE) 2007, opened on the weekend, helping to grow future business for Australia’s $81 billion tourism industry.

Tourism Australia Managing Director, Geoff Buckley, said ATE is the only travel trade show staged in Australia that showcases the diversity of the country’s tourism products to international buyers at a single event.

“International tourists contributed $20.5 billion to the Australian economy in 2006 and events such as ATE are extremely important for ensuring long term travel business for our country,” Mr Buckley said.

“ATE is the most effective way for international buyers to meet with a diverse range of Australian tourism experiences, ranging from hotels to transport and tourism bodies as well as theme parks and state and regional tourism organisations.

“With around 1,700 Australian delegates from 630 companies expected to meet with up to 600 overseas buyers from over 40 countries at the event in up to 100,000 appointments the business opportunities for Australia are endless.”

Vito Anzelmi, General Manager for Tourism Australia New Zealand, believes ATE is the perfect opportunity for New Zealand buyers to obtain the specific information they require in one place.

“Australia is the number one destination for New Zealanders to visit each year, and ATE provides an ideal environment for New Zealand buyers,” Mr Anzelmi said.

Mr Buckley said recent Branding Tracking research indicates that in the past year there has been increased interest in holidaying in Australia amongst prospective travellers in key international tourism markets.

“From our research we know more travellers are interested in holidaying in Australia as a result of the ‘A Uniquely Australian Invitation’ campaign, featuring the ‘So Where The Bloody Hell Are You?’ tagline,” Mr Buckley said.

“ATE provides a fantastic opportunity to now convert this interest into actual travel bookings by gaining the support of the travel trade from around the world though meeting face-to-face with the Australian industry and experiencing the destination first-hand.

“Along with an increased interest in Australia from consumers around the world, there has also been greater interest in the destination amongst the trade in key markets.

“At ATE this year we have seen increased interest from a number of markets with greater numbers of buyers from France (up 71 per cent), Singapore (up 33%), Italy (up 33%), and China (up 5%), which will help us to realise the potential of these markets.”

Mr Buckley said the seven key Australian tourism experiences, which underpin Tourism Australia’s global marketing, would also feature prominently at ATE this year.

“All of Tourism Australia’s current activity across the globe is underpinned by seven compelling experiences to help create a high value Australian holiday offer for travellers and generate strong revenue for the Australian tourism industry,” Mr Buckley said.

ATE 2007 is divided into Eastern and Western hemisphere modules and was last held in Brisbane in 2002. It returns to the city this year and will be staged at the Brisbane Exhibition and Convention Centre, in the heart of the vibrant Southbank precinct, from 26 May to 1 June.

For further information on ATE 2007 visit www.tourism.australia.com.

ENDS

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