Australia’s international marketing agency, the Australian Tourist Commission has become a new organisation from 1 July 2004, Tourism Australia, to help further grow the tourism industry in Australia.

The new organisation will bring together the collective skills and knowledge of Australian marketing and research organisations responsible for marketing Australia as a tourist destination both internationally and domestically.

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Tourism Australia will market the recently revitalised Brand Australia in key global markets, as well as leverage the international and domestic promotion of Australia through key strategic partnerships with State and Territory marketing bodies and the Australian tourism industry.

The Australian Tourist Commission’s current managing director, Ken Boundy, will act in the role of head of the new organisation through its transition period.

“This is an exciting time for the Australian tourism industry, and the formation of this new body will create the platform to drive the success of tourism to our country into the future,” said Boundy.

“Tourism is growing in importance as an economic driver in Australia and is particularly important for the country’s regional development. The formation of Tourism Australia consolidates Australia’s tourism marketing functions into one organisation and will introduce a framework that will allow the Australian tourism industry to grow and prosper.

The result will be more streamlined marketing, a reduction in duplication of effort and increased return on investment for the Australian tourism industry. The ATC’s activities and programs in key tourism markets around the globe will continue within Tourism Australia.

“The Australian Government has continued its investment in tourism, with the allocation of additional funding of $235 million over four and a half years to set up this tourism marketing agency. One of the objectives of the plan is to work closely with industry to further develop international markets now and into the future.

The funding boost for international marketing takes the Australian Government’s total budget for this program to over $500 million for the next four and a half years The Australian tourism industry employs more than 550,000 Australians, and generates $17 billion per year in export earnings for the country. Domestic tourism in Australia is worth over $52 billion a year, with more than half of this expenditure occurring in regional and rural Australia.

“Following the global downturn in international tourism as a result of SARS and international conflicts, the world is ready to travel again. We want to make sure that when they make their choice of destination – Australia is at the top of the list,” said Boundy.