ATC reorganises to push C&I activities

By Miles Clarke SYDNEY The Australian Tourist Commission (ATC) swings into 2002 in hugely changed circumstances - internally and internationally. International terrorism and a gloomy economic outlook in many key markets has dampened expectations generated by the Sydney Olympics in 2000. November 2001 saw a 20% fall in international arrivals. The ATC's marketing effort to the conference and incentive (C&I) travel sectors is also undergoing change, with the C&I unit ceasing to exist in its current form in Sydney. ATC managing director Mr Ken Boundy insisted this was not a step back and C&I travel remained a priority. "We are looking at how we can most effectively promote Australia. A likely outcome is increased resources for the C&I market," he said. "We will bring teams together to run projects for a finite time as an alternative to the departments we have operated in the past. There is a more strategic focus to all our activities." The ATC has revamped its website www.australia.com. Meeting and incentive travel has a dedicated section www.meetings.australia.com, which covers trade events, case studies, ATC services, contacts, the Walkabout newsletter, convention and visitor bureau and destination details. "We are becoming more tactical in our marketing and moving away from the branding that people have been familiar with," Mr Boundy said.