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ATE14 hailed as big success as event wraps up in Cairns

May 19, 2014 Exhibitions, Headline News 1 Comment Email Email

Even before the final day of ATE14 in Cairns last Thursday, it was evident the event was a success and the venue choice was proving highly popular with delegates.

Overseas buyers just loved Cairns. They liked the informality of the city, which was echoed throughout the event. Several said that Sydney and Melbourne seemed quite formal in comparison with laid-back Cairns – and Aussie informality is an aspect they enjoy about the country.


ATE14 seems to have blended just the right amount of business and fun. Lunches served buffet style at stations throughout the Cairns Convention Centre were welcomed as a novel and pleasant change from the sit-down “big lunch with big message” format.

The balmy tropical weather and the Reef are, of course, perennial hits.

Tourism Australia Managing director John O’Sullivan said all feedback indicated the choice of regional venue for ATE14 had worked.

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Melbourne will host the country’s premier tourism trade show next year, Tourism Australia confirmed yesterday.

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 1500 Australian tourism seller delegates from 500 companies.

“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.

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“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 AUD 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 AUD 28 billion that is generated annually by international visitors.”

Cairns is expecting to reap an AUD 85 million out of the event, over the longer term.

International Media Marketplace (IMM), which was held in Palm Cove in the days immediately before ATE14, was also a big success. The event, organised by TravMedia in conjunction with Tourism Australia, introduces Australian suppliers to national and international travel media, with time for interviews and discussion of new product. Tourism Australia says the feedback from IMM was excellent. Nick Baker, Tourism Australia’s executive general manager of marketing, says IMM will be repeated. He feels it could eventually grow as big as ATE itself.

Written by Peter Needham

Currently there is "1 comment" on this Article:

  1. Michael Horn says:

    I have attended participated in 16 ATE’s in the past as a seller and always wondered why we should hold this event in southern cities during the worst time – late autumn or winter. The overseas delegates, many of whom arrive from summer in their home countries – have always expressed their desire to have an event in a warmer and less formal part of Australia. Cairns is a good choice and should be part of the rotation system in the future.

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