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THE HON MARTIN FERGUSON AM MP
MINISTER FOR TOURISM |
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"Despite a challenging time for tourism over the past 12 months, Australia has demonstrated its enduring appeal to visitors from around the world. Although the global economic downturn and H1N1 influenza has impacted international travel, Australia has outperformed many other destinations throughout 2009 and continued to attract visitors from all of our major overseas markets.
The Australian Government has backed its commitment to the future growth of the tourism industry with an additional $9 million in marketing funding for Tourism Australia in 2009/10 to make the most of opportunities for growth as consumer confidence returns to international travel, and to ensure Australia is at the front of mind for prospective visitors. Recognising that a successful tourism industry depends on more than just good marketing, the Government has led the development of a National Long Term Tourism Strategy that will address the range of issues critical to the long term growth and prosperity of Australia’s tourism industry, including a strong commitment to quality.
The Australian Tourism Exchange (ATE) is a significant event on the Australian tourism calendar, bringing together the sellers of Australian tourism product and buyers from around the world. It is an important opportunity to showcase the quality and diversity of tourism products and experiences that only Australia can offer, and an invaluable opportunity for Australia’s tourism industry to do business with the world.
I encourage your participation in ATE 2010, and look forward to seeing you in Adelaide."
Martin Ferguson AM MP
Minister for Tourism
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About Tourism Australia
Tourism Australia's role is to stimulate sustainable international and domestic demand for Australian tourism experiences by influencing the actions of others through our interaction in the tourism and travel marketing matrix, by:
- championing a clear destination marketing strategy;
- articulating and promoting a compelling tourism destination brand;
- facilitating sales by engaging and supporting the distribution network;
- identifying and supporting the development of unique Australian tourism experiences;
- gathering and communicating reliable market intelligence and insights for improved decision making; and
- working with partners who can extend TA's influence.
To learn more about Tourism Australia visit:
Australian Experiences
Australian experiences bring Australian product to life in a way that is appealing to consumers. To assist in moving consumers from preference to intention, Tourism Australia and its industry partners have put emphasis on promoting the world's best-loved Australian Experiences.
7 Key Australian Experiences:
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Aboriginal Australia
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Nature in Australia
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Outback Australia
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Aussie Coastal Lifestyle
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Food and Wine
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Australian Major Cities
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Australian Journeys
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For further information on Australian Experiences, please click here.
Nature Theme
Nature is the theme for ATE 2010. This will be creatively showcased throughout the program - more exciting details to follow!
As the world’s largest island, Australia provides a home for many plant and animal species found nowhere else on earth. Australia’s vast wilderness, ancient landscapes and natural beauty are best described by their colours: the red sandy deserts, the green rainforests, the white untouched beaches and the rich blue oceans.It took the forces of earth, wind, fire and water 250 million years to create the spectacle of nature in which Australians live, work and play. These natural wonders are yours to enjoy.
Tourism Australia has compiled a Nature fast fact sheet - please click here to view
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