ATE shortened in show revamp

ATE shortened in show revamp
By admin

Australian Tourism Exchange (ATE) will undergo a revamp next year with Tourism Australia devising a “shorter and sharper” format.

The shake-up followed feedback from the industry which has long regarded the seven day event as too long and too expensive.

At ATE in Sydney next year, previously separate east and west modules will be combined and the show reduced to five days. Four of those will be reserved for appointments and the first day for registrations and other activities, including market briefings.

Tourism Australia managing director Andrew McEvoy said the changes will aim to make ATE more “efficient and effective”.

The costs in both time and money of a week long trade show were identified as key issues at this year’s gathering in Perth.

“ATE enjoys an excellent reputation amongst the industry, and the overwhelming feedback is consistently positive on the way the event is delivered,” he said. “However, seven days is a long time for any trade fair and a significant investment in time and money, when taking into account accommodation and meals and time out of the office.

“With this in mind, and after a compelling case delivered by Destination NSW, we feel now is the time to evolve things.”

ATE will take place in Sydney between April 26 and 30.

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