New ATEC Chair to drive $30 billion tourism export industry

The Australian Tourism Export Council (ATEC) has announced that Denis Pierce will be its new Chairman, replacing current Chairman John King who will step down from the role in December.

King today (28th October) announced he would be stepping down from the position he has held for the past eight years at the organisation’s annual Meeting Place industry conference in Sydney.

The highly respected 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.

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, stating “Denis and I first worked together in developing the US market to Australia in the 80s and 90s.

“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, 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.

Looking forward to extending his previous working relationship with both the supplier and distributor sides of tourism export in Australia, Denis Pierce stated “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.

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. 

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

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