Cairns ATE sets benchmark for collaboration

The Australian Tourism Exchange 2014 (ATE14) will set a benchmark thanks to unprecedented collaboration involving three tiers of government, destination marketing organisations and a broad cross section of the community, according to Tourism Tropical North Queensland.

TTNQ Chief Executive Alex de Waal said the tourism industry of Cairns & Great Barrier Reef had worked hard to become the first regional destination to host the Australian Tourism Exchange.

de Waal stated “we welcome the 1800 delegates arriving for the southern hemisphere’s largest tourism trade show knowing that an enormous effort has been made to stage an ATE with a difference.

“More than a year of planning has gone into this event with close collaboration by Tourism Australia, Tourism and Events Queensland, TTNQ, the State and Federal Governments, Cairns Regional Council and a long list of tourism, business and community organisations.

“ATE14 will stand out from previous events as the first to involve a whole of community response.

“Sydney, Melbourne, Adelaide and Perth cannot galvanise the community the way we have into focusing on this one event.

“Never before has there been an airport welcome, airport transfers have never been provided for delegates and there has never been entertainment in the morning at hotels.

“This ATE involves so many firsts, including a community engagement commercial, three community competitions, and a community event staged to thank the locals for their support of ATE.

“The community engagement we have achieved for ATE has set a benchmark for the future and proves that Cairns is big enough to put on a great show, but small enough to care about it.

“TTNQ congratulates everyone from the hard working members of the local advisory group formed to engage the community to the volunteers giving up their time to be our region’s ambassadors.

“So many people have gone above and beyond to impress the VIPs of the international travel industry and this will leave a lasting impression of the warm hospitality of Cairns & Great Barrier Reef.”

Cairns Mayor Bob Manning said the collaborative effort to bring ATE to Cairns was to be commended.

Mayor Manning added “Our tourism industry is our region’s primary economic driver and it is through cooperation with TTNQ and the various levels of government that Cairns has achieved the status to earn the right to host this major industry event,” he said.

“I’d like to take the opportunity to thank Tourism Australia and Tourism and Events Queensland for recognising the value of bringing the ATE to Cairns.”

ATE14 has been organised by Tourism Australia in conjunction with Tourism and Events Queensland, and airline partners Virgin Australia and Etihad.

ATE14 runs from 11th to 14th May. Click here to visit the event website.

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