Tourism Australia has announced Melbourne will host the country’s premier tourism trade show for attracting international business, the Australian Tourism Exchange (ATE), in 2015.
ATE is Australia’s annual business-to-business tourism travel trade event, which brings together around 600 travel wholesalers and agents from 38 countries to meet and do business with 1,500 Australian tourism seller delegates from 500 companies.
Tourism Australia Managing Director John O’Sullivan said the economic benefits of hosting the five-day event would be immediate.
“The Australian Tourism Exchange is singularly the most important travel trade event for putting Australia front and centre in the hearts and minds of the agents who sell Australian holidays in the international market,” O’Sullivan said.
“ATE is all about showcasing the exceptional destinations and experiences offered by the diverse tourism businesses that can be found throughout our country, so that we in turn might convert this into future bookings and travel to Australia.
“The host city can expect an immediate injection of $10 million in to the local economy during the week of hosting ATE. However, longer term the event’s impact is far and wide reaching as it provides a platform to further grow the $28 billion that is generated annually by international visitors.
“Giving the key international travel trade, who sell Australian travel experiences internationally, an exciting first-hand experience of Australia is the best possible way to ensure they continue to encourage their clients to holiday here,” O’Sullivan said.
Victorian Minister for Tourism and Major Events, Louise Asher, said: “Victoria has strong representation at ATE this year, with 37 tourism businesses showcasing an extraordinary range of products to global travel distributors, which will ultimately lead to the increased inclusion of Melbourne and regional Victorian tourism experiences within international travel itineraries.
“Melbourne is the perfect place to host ATE in 2015 as it is Australia’s home of major events and has world class facilities for all types of major and business events.
“Melbourne is delighted to have the opportunity to host the world’s leading consumer and lifestyle media, together with travel trade media and we will ensure they are able to experience all that Melbourne and Victoria has to offer,” Asher said.
Further details, including the dates for the 2015 Australian Tourism Exchange, will be announced in the coming months.