THE Australian Tourism Export Council (ATEC) has welcomed the Federal Government’s announcement of a $76 million industry specific bushfire recovery fund.
“Today’s announcement of the Governments Rebuilding Australian Tourism package will be welcomed by tourism businesses across Australia,” ATEC managing director Peter Shelley said.
“We applaud the key initiatives nominated to help the inbound tourism sector to recover, including an increase in international media and social media influencer engagement along with support for the Australian Tourism Exchange which is our largest annual trade show,' he said.
“While tourism businesses on the frontline of recent bushfires have an immediate need for support in their recovery, our global reputation as a holiday destination has been significantly impacted and we need to act urgently to reassure visitors that Australia is open for business.
“The inbound industry has experienced millions of dollars in cancellations from intending international travellers and we are also seeing a significant decrease in forward bookings which we have estimated will reduce inbound tourism revenue by up to $4.5 billion," Mr Shelley said.
“Timing is now of the essence with key booking windows from our larger international markets closing towards the end of February, therefore engaging these markets in the short term, especially via the established tourism trade channels will be critical.
“Our united strategy needs to be strong and nuanced, clearly defined, well-resourced and expertly executed in order to balance the swirling negative perceptions of Australia which have come off the back of the bushfires.
“Australia’s tourism industry is the economic backbone of many of the regional communities impacted by the recent bushfires. As an industry employing one in 13 Australians and an inbound sector contributing more than $44bn a year to the national economy, we can’t afford to waste any time getting our export tourism outlook back on track," he said.
“While Australians understand the extent of the bushfire damage, and have already been keen to re-engage and support the affected areas, we need to work hard to positively influence the narrative around our global reputation as a leading tourism destination.”
BRISBANE MARKETING and Brisbane Airport Corporation (BAC) have appointed BrandStory in Singapore as their strategic marketing and travel representation agency in Southeast Asia.
Brisbane Marketing CEO, Brett Fraser said it was a momentous day for Brisbane’s tourism industry. He said the establishment of this consortium marked a new era for Brisbane and is the first time the city has coordinated resources to target key international markets.
“This appointment clearly signals Brisbane’s intentions as a destination,” Mr Fraser said.
“Brisbane has seen extraordinary growth in visitor numbers, infrastructure development and tourism product over the past five years.
“Our work through BrandStory will help us better tell this story to our key markets and develop business for Brisbane-based operators.”
The BrandStory appointment is a key element of the three-year partnership between Brisbane Marketing and Brisbane Airport Corporation to boost recognition of Brand Brisbane in international markets.
Brisbane Airport Corporation CEO, Gert Jan de Graaff, said the decision to team with Brisbane Marketing to jointly fund and engage an agency with ASEAN market expertise was a mutually beneficial approach.
“The pooling of significant additional funding by BAC and BM via this unique partnership has enabled the appointment of this specialist agency that will represent our shared interest in promoting Brisbane to this important market, making it more compelling for travellers to visit and stay longer in Brisbane.
“This is especially timely given our growing capacity and capability with the opening of Brisbane’s new runway mid-next year,” Mr de Graaff said.
The agency will work closely with other Australian representatives, including Tourism Australia and Tourism and Events Queensland, to maximise destination awareness in market. BrandStory is a strategic marketing and travel representation consultancy based in Singapore and will represent Brisbane across ASEAN markets.
BrandStory executive director, Peter Phang said he was delighted to take on the commission.
“Brisbane is an exciting destination with high appeal in South East Asia,” Mr Phang said. “We are delighted to be representing Brisbane and will deliver a powerful voice for the Greater Brisbane region in this highly competitive market."
The BrandStory appointment follows the recent signing of Advocate Travel Marketing to represent Brisbane in the North American market. Advocate Travel Marketing is a specialist trade and consumer engagement agency based in Los Angeles, now representing Brisbane in the US and Canada.
In January 2019, Brisbane Marketing and Brisbane Airport Corporation entered into a new multi-million-dollar international partnership marketing program to implement world standard destination marketing campaigns for Brisbane and to improve awareness of the city as a global destination for leisure travel.
MORE THAN 450 export tourism industry leaders from across Australia will gather in Brisbane this week for the Australian Tourism Export Council’s (ATEC) annual Meeting Place event.
Meeting Place, which has been taking place annually for more than 40 years, will be the largest on record and is recognised as the premier business-to-business (B2B) and conferencing event for what is known as the 'export tourism industry' or inbound tourism.
This year’s Meeting Place conference program ‘Into the Future’ features a strong line up of thought leaders and industry insiders who will lead discussions on current global issues affecting the travel industry.
“Representatives from tourism councils in South Africa, New Zealand and Europe will provide insights into the global marketplace and share their experiences, while local inbound operators will unravel some of the complexities of our inbound marketplace, providing valuable insights into the performance of our key inbound tourism markets over the next 12 months - including China, North America, UK/Europe, Japan and India,” ATEC managing director Peter Shelley said.
“Other highlights of the conference program include a presentation of Tourism Australia’s recently launched ‘Come Live Our Philausophy’ campaign, insights into encouraging more international travellers to visit regional Australia by Deloitte Access Economics and a forum focused on the development of a sustainable tourism industry.
“This year Meeting Place also has a number of new initiatives including the Marketplace exhibition area featuring a range of business tools to help grow tourism businesses.”
Queensland's Tourism Industry Development Minister, Kate Jones said hosting ATEC Meeting Place was an opportunity to showcase Queensland.
“Welcoming Australia’s tourism industry to Brisbane for the 2019 ATEC Meeting Place, is a fantastic opportunity to showcase Queensland and drive future growth in our tourism industry,” Ms Jones said.
Brisbane Lord Mayor Adrian Schrinner said he looked forward to welcoming the largest ATEC conferencing event.
“Hosting ATEC Meeting Place is the first step to showcase Brisbane and appeal to influential travel industry buyers who operate in Australia’s key international markets," Cr Schrinner said.
“On the back of our city’s significant transformation, with new luxury hotels, entertainment precincts, restaurants and leisure experiences, we are being internationally recognised as a premium destination and competing with our southern neighbours.
“We are excited to host more than 450 tourism leaders at the annual ATEC conference and take part in valuable discussions about the tourism industry. Tourism is such an important market -- we want to drive tourism in Brisbane and the surrounding regions."
The Meeting Place conference program will conclude with comic, Vince Sorrenti, before guests head to one of Brisbane’s newest and most popular destinations, the Howard Smith Wharves, for ATEC’s annual Gala Dinner and Awards.
Significant event partners for Meeting Place 2019 are Brisbane Marketing, Tourism and Events Queensland, Qantas and Brisbane Airport.