ATC invests additional funds in CEI campaign

By Mark Armsden MELBOURNE The Australian Tourist Commission (ATC) has received extra government funding to market the destination to corporate planners and buyers for conference, exhibition and incentive activity. Speaking at AIME in Melbourne, ATC managing director Mr Ken Boundy said the allocation of additional funding highlighted the ATC's commitment to further promote and develop business tourism opportunities for Australia. The ATC received an additional US$3million funding in 2001/2002 as part of the federal government's pre-election commitments to the industry, of which US$500,000 has been allocated for business tourism. "Business tourism has significant growth potential as one of Australia's highest yield tourism sectors," Mr Boundy said. "Additional funding will boost international awareness of Australia as a place to do business and a destination for meetings. This is the single largest one-off funding boost for the ATC's business tourism activities. "We will work with industry partners to maximise the return on the marketing programmes. "We are developing a programme for the (US$500,000) funding which could include a range of initiatives such as international brand and tactical advertising campaigns and a visiting journalist programme." Mr Boundy said the ATC had new priorities for marketing activities in business tourism. "The emphasis of our marketing programmes will be on the corporate meetings and incentive segment," he said. "Participation in trade events, roadshows, trade missions and seminars will remain a high priority for the ATC. "We will also strengthen our relationships with other federal government agencies and airlines to develop marketing initiatives," Mr Boundy said.