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New ATEC Chair to Take Lead For $30 Billion Export Tourism Industry

October 29, 2014 Appointments No Comments Email Email

ATEC’s Chairman, John King OAM, today announced he would be stepping down from the position he has held for the past eight years to be replaced by highly respected industry leader, Denis Pierce.
Mr King will relinquish his position on December 10 at the organisation’s annual Meeting Place industry conference in Sydney.

Mr Pierce previously served as ATEC Chairman in 1995/96 when the organisation was known as the Inbound Tourism Organisation of Australia.  Until 2011, he was Group Managing Director of ATS Pacific, a major inbound tourism operator to Australia, New Zealand and South Pacific.

Mr King said he was delighted to hand over the role at a time of strong growth for export tourism which has followed a challenging decade.

“Denis and I first worked together in developing the US market to Australia in the 80’s and 90’s,” Mr King said.

“Since then he has developed a deep knowledge of distribution and marketing issues across all major markets to Australia – destination development and management, meetings and events – and he understands the changes needed to further develop the export tourism sector.

“The policy changes made by the current Federal Government have elevated the role and importance of export tourism as one of its trade and investment priorities, so it is important that through ATEC’s leadership the inbound sector is able to maximise this opportunity .

While moving on from the ATEC Chairmanship, Mr King will retain a strong interest in the tourism sector through numerous other company, industry and Government board positions and devote more time to building greater Indigenous participation in roles in the tourism industry.

Mr Pierce said he was very much looking forward to extending his previous working relationship with both the supplier and distributor sides of tourism export in Australia.

“ATEC has a new agenda and we will be working hard to create the best environment for our members, working together and with Governments, to take full advantage of Australia’s almost endless tourism potential,” Mr Pierce said.

Mr Pierce’s extensive experience spans positions including:

  • Currently Board Member of Tourism Northern Territory and Chair to the marketing subcommittee.
  • Current Director of The Linchpin Company playing a key role in assisting Tourism Australia in developing experience segments such as Great Golf Australia, Great Walks Australia and Ultimate Winery Experiences.
  • Former Board Member of Tourism NSW 2000-2009
  • Vice Chairman to Tourism NSW 2000-2009 (2008-09)
  • Board Member Tourism Tropical North Queensland 2008-09.

Mr Pierce will hold the ATEC Chairman’s role for the next three years.

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