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It is a great pleasure to attend my first Australian Tourism Exchange as Minister for Tourism.
I would also like to extend my thanks to the exhibitors and delegates for attending – and for your patience and understanding.
Perth, and indeed Western Australia, has just experienced considerable disruption to its gas supply.
This has been one of those occasions where government, business, and the community have pulled together in the face of adversity and they are to be congratulated for the way the situation has been managed.
Given the “green” focus of ATE 2008, I’m sure any inconvenience with respect to replacement linen will be a good reminder of the need for all of us to consider our carbon footprint as tourists.
Let me say that the Australian Tourism Exchange is Australia's premier tourism trade event and I am reliably informed it is the largest international travel trade show of its kind in the Southern Hemisphere.
So it is fitting that during such an important event I am able to announce an exciting new development in Australia's international tourism marketing.
In the 1980s, Australia was the toast of the tourism world with the success of the Paul Hogan 'throw another shrimp on the barbie' advertisements and the subsequent release of the Crocodile Dundee franchise.
Australia owned the world tourism stage, and the Australian tourism industry boomed on the back of well-targeted, unique marketing … and fortuitous timing.
Two decades on, we have a new opportunity to showcase our nation to the world.
In November 2008 the film event of the year will be the international release of Baz Luhrmann's Australia.
Australia represents a unique opportunity to take our story and our imagery to the global community.
If you've ever seen a Luhrmann film you would be struck by the depth of colour, vibrant images and masterful cinematography – be it Strictly Ballroom, Romeo + Juliet or Moulin Rouge.
The vision that made these films landmark events in cinema will now be available to Australian tourism because he's working with the biggest canvas we have – Australia itself.
Tourism Australia is working closely with Twentieth Century Fox and Baz Luhrmann to maximise the national benefit from the release of Australia through the See the Movie, see the Country project.
In collaboration with its State and Territory counterparts, Tourism Australia is developing fact sheets, imagery, movie maps, and location guides to translate the movie experience of Australia into the possibility of a real life travel adventure.
For Australian tourism, the opportunity is once in a lifetime.
Marketing will be coordinated, strategic and focused.
The work is already underway.
Internationally, Tourism Australia is offering a range of trade marketing programs to reach in-market wholesalers and travel agents to sell Australian holidays, along with training, resources and information to make the most of the themes the film utilises: romance, adventure and transformation.
This will be a modern, 21st century marketing campaign using direct mail, viral campaigns, broadcast, digital and online, content generation and publications – it is an unprecedented marketing drive to make the most of an unprecedented opportunity.
Locally, tourism Australia will work with State and Territory tourism organisations to encourage domestic travellers to see more of their own country.
As one of the themes of the film is Indigenous culture, I hope many of my fellow Australians will be encouraged to open their hearts and minds to our rich Indigenous heritage and Indigenous tourism experiences.
Tourism Australia has shown great drive and determination in this project and I look forward to its success in opening up broader and richer Australian tourism experiences for both international and domestic travellers.
I would also encourage you to visit the Tourism Australia stand at the exhibition where you will find the National Landscapes Initiative showcased.
This is a program which will promote greater connectivity between Australia’s national parks and the hidden secrets of surrounding regions in places like Ningaloo/Karijini and the Stirling Range here in Western Australia.
I will be having more to say about this program in the coming weeks and months, but in the meantime please take the opportunity to learn more about the diversity of Australia’s nature tourism experiences.
I wish you all a very successful ATE 2008.