South Australia has received rave reviews from tourism experts at the 2010 Australian Tourism Exchange (ATE), which wraps up in Adelaide today. 

Tourism Minister John Rau said the event has allowed South Australia to further consolidate the work the State Government has achieved on the ground in key international markets. 

“The feedback from foreign buyers and media at ATE 2010 about South Australia as a travel destination has been extremely positive, further raising the profile of the State among key travel decision makers,” he said. 

“Delegates have told us South Australia has done a magnificent job hosting this event, which involved more than 50 South Australian tourism operators and highlighted our magnificent food and wine, as well as our relaxed lifestyle and friendly people. 

“The event itself, which was co-hosted by Tourism Australia, Qantas and the State Government via the South Australian Tourism Commission, was also described as extremely well planned and delivered. 

“The feedback, along with our 23% increase in international visitor expenditure in 2009, shows our tourism offering is clearly resonating with tourism experts from the rapidly emerging Eastern Hemisphere markets, as well as Western Hemisphere markets, which provide our largest source of international visitors. 

“This year we welcomed record numbers of buyers from the growing Eastern Hemisphere travel markets and were able to demonstrate to them via appointments with our tourism operators and on familiarisation visits around the State, the tourism products that will entice more Asian visitors to SA. 

“Encouragingly, a large number of delegates have indicated that as a result of their experiences at ATE 2010, they would like to increase the level of South Australian product available to international travel agents.” 

Other highlights for delegates included the Adelaide Convention Centre, the easy-to-navigate city of Adelaide, and the official functions, especially the fun-filled Royal Adelaide Show event, which was attended by 2,200 delegates and featured show rides and a recreated Royal Adelaide Show carnival atmosphere. 

Mr Gino Albisetti and Mr Marco Russo, Managing Directors of Nova Tours in Switzerland described ATE 2010 in Adelaide as a “fantastic experience”. 

“We couldn’t wait to come back to Adelaide for ATE 2010 – it really is the perfect host city. The location of the Adelaide Convention Centre and its proximity to the major hotels and highlights of the city is great. We really enjoyed the food and wine experiences here - and of course the friendly locals - who have added those special little touches which make a huge difference.” 

Mr Rau said the ongoing benefits of ATE in South Australia are expected to be seen in the next 12-18 months when many of the tourism products start taking bookings as a direct result of the event, further boosting the economy, providing more jobs for South Australians and delivering fantastic benefits to Adelaide and the regions. 

“One of the key opportunities for South Australia as the host state this year, and importantly for regional tourism, was the ATE pre and post familiarisation program. 

“These trips are a key part of our push to make our State one of the “must-see” destinations not just for repeat travellers to Australia, but also those visiting our country for the first time 

“The SATC developed almost 80 itineraries across the State, with more than 450 places filled, allowing delegates to experience the charms of South Australia first-hand. 

“South Australian operators have told us that their participation in the event will have huge spin-offs for their businesses and the State in the future. 

“They’ve established new connections and further enhanced existing relationships with influential travel experts who have now seen for themselves the State’s tourism appeal and can recommend it to future international visitors.” 

Mr Wyndham House of Jacob’s Creek Retreat, said: “As a first time exhibitor this year, ATE has completely exceeded our expectations. We met with close to 100 travel buyers from Eastern and Western Hemisphere markets at the official appointments, and they showed significant interest in the Barossa and what our product has to offer international visitors. The networking opportunities at the event were a valuable opportunity to reinforce the relationships we established at the days’ appointments.” 

Ms Felicity Brown of Chinta Air Tours, who met with 70 buyers from the Western Hemisphere, mainly from Europe, the UK and USA, said: 
“To be able to host ATE 2010 in our own backyard has been fabulous. The buyers have been able to experience the South Australian product before the event and we have then been able to capitalise on that during our meetings with them at ATE. We can show them the product first and then tell them everything else they need to know.” 

ATE 2010 injected around $10m into the local economy and resulted in approximately 13,000 visitor nights in Adelaide. 

In the long-term, it will also generate billions of dollars in export earnings as a result of business partnerships created at the event, edging the State closer to the South Australian Tourism Plan goal to make the South Australian tourism industry a $6.3 billion earner by 2014.