ATE TO TRAVEL AUSTRALIA

Australia’s premier tourism trade event, the Australian Tourism Exchange (ATE) can now be held in all capital cities around Australia, beginning in 2005.

Speaking at the Australian Tourism Exchange (ATE) in Brisbane today, ATC Director, Trade Marketing, Rhett Lego announced a new rotation system for ATE meaning all cities would to have an opportunity to host the most important event for the country’s inbound tourism industry.

“To date ATE has only been held in Sydney and Melbourne, and for the first time in Brisbane this year,” Mr Lego said.

“As of 2005, ATE will be held in a different State each year providing great exposure to new destinations to international buyers attending the event.

“Only the eastern states have been capable of hosting ATE for the past twenty years, either because they are the only cities with the infrastructure to host the event, or submitted the strongest bid. However, many of Australia’s cities now have first class infrastructure suitable to host a successful ATE.

“ATE not only showcases the host city to the international buyers - it also acts as a catalyst in raising the standards of tourism product as well as investment decisions relating to product development and international marketing.”

Mr Lego said minimum criteria would have to be met by cities wanting to host the event to ensure the high standard and reputation of ATE was maintained.

“The host city will have to meet minimum requirements in a number of areas from convention and exhibition facilities to the availability of quality accommodation as well as international and domestic air services and sufficient ground transport,” he said.

ATE will be awarded annually on a State basis and in 2005 will be hosted by a city in a clockwise direction from Melbourne, host of ATE in 2003 and 2004.

Mr Lego said the rotation system was one of many recommendations in the ATC’s Global Trade Show Review, which will be released to the industry at ATE this year.

“The Global Trade Show Review (GTSR) examines all trade show activities undertaken by the ATC as well as Australia’s inbound industry,” he said.

“There has been much speculation about the future of trade shows in a rapidly changing environment and with the development of new technologies, particularly the Internet.

“However, it is evident that trade shows will continue to play a core role in the marketing and positioning of Australia as a tourist destination.

“The ATC will continue to review our participation in trade shows and our activities at the events to ensure they are both time and cost effective.”

Key findings of the Global Trade Show Review include:

Rotation of ATE to all States and Territories from 2005

New two module format for ATE (introduced in 2001)

Dreamtime to be run as an independent trade show (as of 2001)

Review of ATC participation in all trade shows around the world.

Australian tourism businesses need to review the role of trade shows in their marketing activities

Online trade shows should not replace the current format of trade shows.

Greater coordination is needed between State and Territory Tourist Commissions and the ATC to reduce duplication and to maximise participation at trade shows.