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So Where the Bloody Hell Am I?
Australian Federal and State party politics appeared to have been put to one side yesterday, as South Australian Labour State Premier Mike Rann and South Australian Labour State Tourism Minister, Jane Lomax-Smith joined Australian Federal Liberal Tourism Minister Fran Bailey as she officially opened the largest tourism trade show in the Southern Hemisphere, Australian Tourism Exchange.
ATE, which is being held for the first time in Adelaide, is a week long Australian tourism showcase with 600 buyers from over 40 countries attending. The seven day programme is divided into two modules Eastern and Western hemispheres enabling Australian operators to target specific product appropriate markets.
Minister Bailey said, “ATE provides a great opportunity for Australians to showcase all that we have offer international tourists”, adding, “A key focus of ATE will be promoting Australia to our emerging markets of China and India, with these two markets having shown strong growth potential for the Australian tourism industry.”
China will be our largest market within a decade, currently growing at 16% per annum and tourism from India is expected to grow to $2billion by 2005.
Tourism Australia CEO Scott Morrison added that building on the success of the “So Where the Bloody Hell Are You” campaign and capitalising on the tremendous international interest in Australia are key aims of the 2006
Australian Tourism Exchange.
Mr Morrison said, “Deals worth many millions of dollars will be done on the floor of the Adelaide Convention Centre during ATE.”
Tourism Australia has just announced a $22m global programme deal with National Geographic and Discovery Channel, making Australian campaigns available to a worldwide audience of 150million.
Mr Morrison said, Our best international prospects are a group of global consumers known as Experience Seekers who travel more widely, spend more, see more and stay longer and of course are consumers and readers of National Geographic and Discovery.
The Australian tourism industry is a $75billion industry contributing $19b to exports, providing jobs to over half a million Australian and ATE plays a vital role in driving the success of the industry.
Report by John Alwyn-Jones from ATE 2006, Adelaide
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