Vale: Outback tourism pioneer Bill King

The Australian Tourism Export Council has advised of the death of tourism pioneer, Bill King on 27th September on the Mornington Peninsula - a character referred to as ‘The King of the Outback’ in recognition of his role in opening up Australia’s centre and north for tourism.

ATEC shared “Bill, whose family operated a suburban bus company in Melbourne, started tours to central and northern Australia in 1968 with a Land Rover safari wagon carrying four passengers and a driver, initially following the ill-fated Burke and Wills expedition route.

“Whilst in the early years, Bill King’s Northern Safaris' success was modest (in the first year they carried 30 passengers and lost $9,000), they had opened a new way to experience Australia. However, through hard work and tenacity (from Bill, his wife Val and his family) the business grew, and as it did it opened up areas such as Uluru Kata Tjuta to Australian and increasingly international visitors.

“The company’s first foray into the international market came in 1975 when he participated in the first ITOA sales mission to the US and in 1977 following publicity from some visiting journalists and interest from a couple of European wholesalers. Within a couple of years, international visitors comprised 40% of the total business.

“In 1980, Bill King’s Northern Safaris merged with Australian Accommodation and Tours to become Bill King’s Australian Adventure Tours, and some years later AAT Kings.

“Bill was awarded the ITOA 'Outstanding Contribution by an Individual to Industry' in 1982 and in 1983, Bill became Chairman of ATEC’s forerunner, ITOA. During his one-year term, he drove the separation from the Australian Federation of Travel Agents to allow the organisation to prosper as a stand alone body. In doing so he also led a large jump in membership and fronted the first ITOA sales mission to the US with outstanding success. He was also awarded Life Membership of ITOA in recognition of his contribution.

“Following the sale of his touring company, Bill and Val, often in partnership with the late Steve Gregg, spent many years further developing tourism in the Northern Territory, promoting Australia overseas and developing their Glynt by the Sea boutique private hotel on the Mornington Peninsula.

“Bill became the most recognised face of Australian tourism as well as epitomising its best characteristics of resilience, its ‘can do’ attitude and its generosity of spirit.

“Upon its 30th anniversary in 2003, Bill was fittingly recognised for his long-term contribution and leadership. The wording on the award aptly encapsulates Bill’s contribution to ATEC and the wider tourism industry.”

Vision
A leader’s job is to look into the future and to see the organisation not as it is… but as it can become.
Celebrating 30 years of ATEC
In recognition of your leadership
Bill King
Chairman 1983-84