Queensland presents a united front at the Australian Tourism Exchange
Posted by editor (editor) on Jun 17 2009
2009 >>

Queensland tourism operators continue to be a dominant force at the 2009 Australian Tourism Exchange (ATE) with 188 tourism operators descending on Melbourne to meet with more than 600 influential international buyers.

The Australian Tourism Exchange is the largest tourism trade show in the Southern Hemisphere offering an important opportunity for Queensland tourism operators to meet with influential international tourism buyers and negotiate deals.

It is coordinated by Tourism Australia and runs in Melbourne until June 19.

Queensland Tourism Minister Peter Lawlor said Tourism Queensland had organised a united front of Queensland tourism operators under a cohesive banner this year at ATE.

“For the first time, Tourism Queensland has opened its doors to the Queensland stand and offered operators the opportunity to share the area with specially designed Queensland branding for their booths to ensure we make a big impression,” he said.

”It is important during these challenging economic times that we support Queensland operators who are interested in participating in this important international event.

“We recognise that participating in ATE is a significant expense for Queensland operators and - given the current global economic climate – Tourism Queensland decided a fresh approach was needed.

“The aim was to offer Queensland operators a coordinated and cost-effective opportunity to be involved.

“The process has been streamlined with administrative and financial support provided to help ensure Queensland operators’ ATE experience is positive and profitable.”

Mr Lawlor said through decommissioning the traditional ‘Queensland House’ in favour of a new, more streamlined model, Tourism Queensland had re-invested funds into supporting Queensland tourism operators and providing standardised areas that showed a strong, united Queensland presence.

“The new approach provides the Queensland industry with good exposure to international buyers while cutting down on unnecessary and expensive overheads,” he said.

“In previous years Queensland tourism operators have held booths alongside ‘Queensland House’, however this year Tourism Queensland has been able to accommodate 72 operators in the modernised Queensland stand throughout both the Eastern and Western Hemisphere modules of the event.”

Mr Lawlor said ATE was not about building Tourism Queensland’s profile, it’s about helping our industry to do business and grow in strength and it’s important that we deliver this support to industry during the tough times.

“Unlike a consumer show, we don’t need lots of bells and whistles to get people in, and, as an added benefit, having a one-stop-shop for Queensland will allow us to provide a consistent and cohesive message about our fantastic destination,” he said.

“Having said that, Tourism Queensland will be capitalising on the fantastic global exposure recently generated through its Best Job in the World campaign.

“Tourism Queensland wants to ensure the world’s top travel agents and buyers will return home inspired to further sell Queensland as a destination of choice.”

Mr Lawlor said international tourism was a key economic driver for Queensland and was estimated to directly support more than 28,000 Queensland jobs.

Last changed: Oct 06 2009 at 3:09 PM