ATC aims to boost UK corporate trade

The Australian Tourist Commission (ATC) is to target corporate clients directly in a bid to educate them on the country’s C&I offer, according to ATC manager, business tourism, Europe, Sheila Ainscough. "We’ve already started awareness building and direct mail campaigns for corporates and, so far, feedback has been positive," she said. "We’re particularly targeting UK-based global corporations that may have strong business interests in using Australia." The drive comes at a time when the ATC has reported growth in all tourism business for the beginning of this year. The UK market continues to lead the upturn, with visitor arrivals up by 1.9% in January 2002 over the same month the previous year. Ainscough added that conference and incentive figures are commensurate with the overall statistics. In addition, the Australian Tourism Forecasting Council is projecting an increase of 6.1% in overall visitor arrivals from the UK in 2002 against arrivals in 2001. Big wins include the Sibos Congress, which went to Sydney, and two major congresses to Melbourne in 2004, expected to bring 2,500 delegates to the city. "We can attribute the growth in interest from the UK to the changing dynamics of the meetings market, as groups are looking for a destination they may not have visited before, as well as one that offers safety and security," said Ainscough. The ATC has considered pulling out of certain trade shows but it will be exhibiting at this year’s EIBTM in Geneva. "We need to decide which shows give the best return on investment. EIBTM remains an important show for us," she added.

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