Let’s face it, we live in one of the most amazing places on the globe and for those of us lucky enough, work in one of the best industries in the country – travel and tourism.

I am not alone in saying that either, as Tourism Australia states, that it is the “Mood of the Nation”. Recent research into understanding perceptions held by Australians about the size and value of the travel and tourism industry revealed 94 percent of those surveyed believe the industry is good for country.

Additionally, 83 percent were proud about how the country was promoted, and with Mr Chris Hemsworth at the helm of promoting this land down under, why wouldn’t you be? The Tourism Australia ambassador is doing a fine job, with 80 percent of people supporting the actor as the man for the job.

We all remember the smooth sounds of Hemworth’s voice backing probably one of the best tourism ads I have seen. If you don’t remember, here it is again.

[youtube https://www.youtube.com/watch?v=vUF7ja9ehIs]

Further showcasing what Australia has to offer the world, Tourism Australia’s 38th annual business-to-business event for building future tourism opportunities for Australia – the 2017 Australian Tourism Exchange (ATE17) – returns to Sydney this week.

More than 2,500 travel industry delegates from over 30 countries have landed in Sydney for the event, making it the biggest ATE event in nearly a decade. This year also celebrates 50 years of tourism marketing in Australia.

Speaking at the event, Tourism Australia Managing Director John O’Sullivan said it was a great time to be hosting ATE in Sydney.

“We want to make Australia the most memorable and desired destination.”

“It has been a great year for Tourism in Australia over the last 12 months, with record breaking visitor numbers exceeding more than eight million in 2016 and $39 billion in visitor expenditure,” O’Sullivan said.

The economic impact of ATE will directly help to bolster Australia’s inbound tourism sector, with as many as 50,000 business appointments held during ATE, providing an invaluable opportunity for Australian tourism businesses to connect with key international travel wholesalers and retailers responsible for putting Australian holidays in the hands of consumers in our key overseas markets.

The Australian Tourism Exchange (ATE) is being held through to 18 May 2017 at the ICC Sydney

Chris feature

Do you think we are getting it right in how we are promoting Australia?