ATE to be “more affordable”
ATTENDANCE at this year’s Australian Tourism Exchange (ATE) will be made “more affordable” for tourism operators in the wake of ongoing crises adversely affecting the industry, Tourism Australia’s MD Phillipa Harrison has revealed.
The TA chief said that delegates would be updated about the specific details of the changes over the next few days, conceding tourism operators have been “doing it tough” at the moment.
Harrison’s comments arrive as part of a wider update on how the tourism industry is responding to the coronavirus outbreak and continued bushfire activity, labelling the last few weeks “intense and challenging”.
She said TA would continue to keep Australia front-of-mind as a tourism destination, despite the obvious headwinds caused by the environmental & health disasters.
Domestic campaigns such as Holiday Here This Year (TD 23 Jan) and Event Here This Year (TD 29 Jan) will continue their rollout uninterrupted, however, Harrison admitted TA would have to “recalibrate” its global activities to ensure full value.
Despite the anticipated economic impact the coronavirus will have on the tourism sector, Harrison remains optimistic.
“Once the coronavirus spread is under control, Chinese travellers will return,” she said.
“We are already discussing how we actively support that recovery and remain committed to this critically important market.”