Cool Cairns ATE EXCHANGE – MAY 12-14 2014 SHOW REVIEW


For the fi rst time in its 35-year history, ATE (May 12- 14) was held in one of Australia's premier regional destinations, Cairns, in north Queensland. Jo Austin reports


UK TOURISM FIGURES UK leads the way


A GROWTH of 10.9% in visitor arrivals over the last year has placed the UK as Australia's most valuable international leisure market in terms of total spend, visitor numbers and 'dispersed nights'. Said Denise von Wald, Regional General Manager UK and Northern Europe, Tourism Australia (TA): We are delighted to see the UK return to growth and are grateful for the support given by Aussie Specialists and the UK trade." Organised by TA in conjunction with Queensland and airline


Tourism


partners, Virgin Australia and Etihad, ATE14 attracted 600 buyer delegates from 38 countries over the five-day event. A three-day International Media Marketplace (IMM) was held in Palm Cove prior to ATE showcasing tourism products. tourismaustralia.com


"A 10.9% GROWTH IN TOURISM ARRIVALS, PLACES THE UK AS OUR MOST VALUABLE INTERNATIONAL LEISURE MARKET"


IN BRIEF It's on in Sydney! Events in Sydney


during 2013 generated in excess of Aus$468 million for the NSW economy. This year's events include: the Australian Open of Surfing at Manly, the Sydney Gay and Lesbian Mardi Gras, Opera on Sydney Harbour with Madame Butterfly, and Baz Luhrmann's world premiere of Strictly Ballroom the Musical. destinationnsw.com.au


Peddle in Tassie: Tasmanian Odyssey has launched a new range of holidays by bike bookable from the UK. Ranging from four nights to a fortnight with a starting price from


£450pp, it is perfect as a


standalone holiday for cycling enthusiasts or an ‘add on’ either to a self-drive tour of Tasmania or mainland Australia holiday. tasmanianodyssey.com


Latest great walk: The Scenic Rim Trail


by Spicers is the latest experience to join Great Walks of Australia. The walk explores mountains, ridges, escarpments, forests and ancient volcanic plateaus set in the foothills of the Great Dividing Range and surrounded by World Heritage-listed national parks in south-east Queensland. greatwalksofaustralia.com spicersretreats.com


Accor Ibis sees growth: Adelaide has


welcomed its first purpose-built premium economy hotel with the opening of the A$65million Ibis Adelaide. Accor's new- build, 228-room Ibis Styles East Perth, is scheduled to open next year, and in NT Accor is now the largest accommodation provider haven taken over management of Kakadu Crocodile Hotel. accorhotels.com


Focus on nature and coast


TA and Virgin expand marketing partnership to 'strengthen tourism'


TOURISM AUSTRALIA and Virgin Australia have announced a major expansion to their marketing partnership to strengthen inbound tourism to Australia. The two parties will increase their annual partnership for financial year 14/15 to Aus$A8 million, taking the total


value of the three-year


partnership up to $A16 million. The additional funds will support the partnership’s overall focus on key inbound visitor markets to Australia. Said Virgin Australia Chief Customer


Officer Mark Hassell: “We are delighted to


deepen


TAPPING IN to the growing demand globally for food and wine as a key part of the travel experience, Tourism Australia’s (TA) new consumer campaign ‘Restaurant Australia’ is based on the idea of Australia being the world’s greatest restaurant experience. The campaign will launch in the UK later on this year. Said TA’s new Managing Director, John


O'Sullivan: "We believe our Restaurant Australia campaign will inspire more international travellers to visit Australia and sample for themselves our incredible food and wine and our exceptional culinary experiences." TA announced its main target segments


this year will also include the 50-plus affluent sector and the working holiday visa (WHV) market, with a focus on 'nature' and 'coast.' The UK remains second in WHV grants after Taiwan and the Visiting Friends and Relatives market contributes 30% of all visitor spend out of the UK. Queensland reported a jump in UK holiday arrivals of 11% over last year. The annual report also showed that not only are more Brits heading to Queensland, but they are staying for longer and spending more money, with figures showing an increase of 18% in UK visitor expenditure.


tourism.australia.com experiencequeensland.com our partnership with


Tourism Australia as part of our shared commitment to promoting Australia as a world-class destination". Virgin Australia was the key marketing partner in TA's Best Jobs in the World campaign last year. virginaustralia.com


www.sellinglonghaul.com


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