Australian Tourism Exchange gets underway in Melbourne

Australia's largest tourism trade event, the Australian Tourism Exchange (ATE), kicks off in Melbourne today helping to deliver millions of dollars in export earnings and further stimulating the tourism industry's recovery.

Speaking at the official opening of the ATE today, Australian Tourist Commission (ATC) Managing Director, Ken Boundy said the event provided an opportunity to consolidate Australia's long-term position in the competitive global travel market.

"After three years of flat tourism growth, Australia has experienced a strong turnaround in the past seven months and forecasts indicate that tourist arrivals will this year break the five million barrier for the first time," Mr Boundy said.

"With more destinations worldwide now competing for the tourist dollar we need to ensure Australia sustains its competitive edge to meet the short and long term forecasts.

"Overseas tourists inject around $17 billion in foreign exchange earnings to Australia's economy each year and ATE is the single most important event for driving these export dollars.

"The ATE provides a platform for strengthening our business ties with the tourism wholesalers who sell Australia to consumers overseas, which will in turn drive more international visitors to Australia.

"Tourism buyers attending the ATE sell close to half of all international holiday packages to Australia - that's around 2.5 million people over the coming year - highlighting the importance of this event."

The ATE 04 has attracted more than 650 international buyers from 44 countries, who will take part in 100,000 meetings with close to 2,000 representatives from 880 Australian tourism businesses.

Mr Boundy said that the ATE 04 would also provide an opportunity to showcase the revitalised Brand Australia global marketing strategy to international tourism wholesalers.

"The launch of the new Brand Australia with the tagline, 'Australia. A different light.', aims to broaden perceptions of our country overseas and strengthen consumer aspirations to experience the Australian way of life," he said.

"The new $360 million brand campaign is about more than tourism ads. It also extends to the brand values and behaviours. We are looking to tourism businesses to embrace the brand and bring it to life in their dealings with consumers.

"ATE will be the first opportunity to showcase the new brand to the world's top tourism buyers."

Mr Boundy said Melbourne's hosting of the ATE would also provide immediate and long-term benefits to the city and Victoria.

"Last year Victoria received more than 1.2 million visitors and this figure is expected to rise in 2004," he said. "As the host state for ATE this year, Victoria can expect to gain flow on tourism benefits through increased visitation by international tourists.

"The ATE is expected to inject around $10 million into the local economy and the equivalent of 13,000 visitor nights over the next week.

"The long-term benefits for Victoria are also significant as the ATE will help to raise the State's international profile as a tourist destination to key overseas travel wholesalers.

"More than half of the international buyers attending this year will have the opportunity to experience Victoria's world-class tourist facilities through pre and post event tours."