ATE 2004: Gearing Up For Growth

The largest international travel trade show in the southern hemisphere Australian Tourism Exchange (ATE) 2004 took off with panache in Melbourne. Charmaine Fernz presents an exclusive coverage of the happenings of ATE '04 from the Melbourne Exhibition Convention Centre

Victoria’s treasurer and minister for state and regional development, John Brumby along with Ken Boundy, MD, ATC give the welcome address.

The Australian Tourism Exchange (ATE) 2004, the largest international travel trade show in the southern hemisphere that was organised by the Australian Tourist Commission (ATC) and hosted by Tourism Victoria (TVIC) in Melbourne this year, took off with grandeur. The weeklong event that was divided into two modules - Eastern and Western Hemisphere was held at the Melbourne Exhibition and Convention Centre (MECC). It attracted close to 2,000 Australian delegates from 880 companies, who met up with more than 650 overseas buyers from 44 countries.

Victoria’s treasurer and minister for state and regional development, John Brumby along with Ken Boundy, MD, ATC welcomed the international guests. Revealing certain facts about the state, Brumby said, "Inbound arrivals and international visitor nights for Victoria are growing at a faster rate than the national average. More people are coming to Melbourne and every international tourist that comes to the state generates AU$ 6 million of activity per day."

Taking off from the minister, Boundy spoke about ATE and its impact on Australia's tourism industry. He added that, "ATE '04 provides an opportunity to consolidate Australia's long-term position in the competitive global travel market. With more destinations worldwide now competing for the tourist dollar, Australia needs to sustain its competitive edge to meet short and long-term forecasts. Overseas tourists inject around AU$17 billion in foreign exchange earnings to Australia's economy each year and ATE provides an ideal platform for strengthening business ties with tourism wholesalers to consumers overseas, which in turn drives more international visitors to Australia."

The New Brand Australia

Tourism Victoria (TVIC) hands the trophy Perth Tourism for ATE 2005

ATE '04 provided the perfect occasion for ATC to launch the revitalised Brand Australia global marketing strategy to international tourism wholesalers. Elaborating on the new concept, Boundy said, "The new Brand Australia with the tagline - 'Australia - A Different Light' aims to broaden the perception of our country overseas and strengthen consumer aspirations to experience the Australian way of life. The new AU$ 360 million brand campaign's objective is to strengthen the emotional appeal of Australia and differentiate it from other destinations. It aims to represent both the physical aspects of the light and colours of Australia, as well as presenting to the consumer the opportunity to see both Australia and themselves in a different light. The new brand is a major shift away from the traditional tourism marketing. The brand presents a picture of Australia that appeals to the heart, as well as the mind."

Explaining in detail, Paul Davies, consumer marketing director, ATC said, “We are looking at Australia at a brand level. The brand was conceptualised after extensive stakeholder consultations, talking to people across the industry and inputs from government bodies. The main idea behind the new brand is Australia through the eyes of individuals like commentator and cricketing legend, Richie Benaud and many more personalities. These individuals give their personal view of Australia and highlight new aspects of the country that are not well-known overseas." Adding further, Davies said, "The new brand campaign has been launched in the domestic market, Europe and parts of Asia. India is still on hold due to restricted fund allocations. Nonetheless, the launch of the new brand in India is still being reviewed in light of the Qantas re-launch."

Apart from cracking business deals, delegates and international guests were treated to sumptuous luncheons and dinners. The treats were further spiced up with fashion shows, orchestras, musical renditions et al. After having hosted the event for two consecutive years, Tourism Victoria (TVIC) handed the trophy and task to Perth Tourism, who will host the ATE from June 18-24, 2005. One looks forward with bated breath for the next show to begin.