ATC aims to focus budgeton new industry initiatives

Strategy review

ATC aims to focus budgeton new industry initiatives

Report by TERESA MACHAN

Harrex: suppliers willcontinue to spend more quality time with the UK trade

THE Australian Tourist Commission is to focus its resources on new trade initiatives in the UK following its decision to pull out of this year’s World Travel Market.

The ATC is developing a new trade strategy that will see increased emphasis on retail training schemes, which will include the setting up of an Internet version of the Aussie specialist programme.

The new strategy will also involve a series of trade workshops offering one-on-one updates with Australian suppliers and the launch of an agent fam programme, the Down Under Discovery Tour. Other areas of development include joint marketing agreements with operators and airlines.

ATC business development co-ordinator Fiona Royall said the positioning late on in the year is not particularly fruitful for its exhibitors, because UK product-buying decisions are made earlier in the year. “The timing of WTM means it is more of a networking show for the Australia market,” she said.

Trade market development manager Rodney Harrex said the weak dollar has made suppliers very focused and WTM is a big commitment in a market already considerably represented by Australian products. “When looking at stretching the dollar, many thought it was better to continue visiting the trade year-round to ensure quality time on an individual basis,” he said.

Although suppliers are active in the UK market on a year-round basis, participation at the show has been in decline for the past few years, and Harrex said the ATC is keen to refocus its energies in respect of the trade. “We consulted the industry and feedback showed that resources could be more productively spent on other activities,” he said.

Harrex doesn’t fell ATC’s absence will set a precedent for other WTMexhbitors. “All we’ve done is taken a look at our strategic position and asked how ATCcan work harder for the UKmarket.”

ATCwill be attending ITB2002. Harrex described this year’s ITBas a huge success.