Australia�s international tourism marketing has received a windfall today with the announcement by the Australian Government to boost funding by an additional $120.6 million over the next 4� years.

Speaking at the official launch in Sydney today by Prime Minister, the Hon John Howard and Minister for Small Business and Tourism, the Hon Joe Hockey, Australian Tourist Commission Managing Director, Ken Boundy said the additional funds provided a welcome boost to the tourism sector.

�Today�s announcement signals a new era for Australian tourism with the Government delivering the most significant package ever to the Australian tourism industry,� Mr Boundy said.

�International tourism marketing will receive a significant boost with an additional $120.6 million in funding over the next 4� years - this is the biggest step forward for the ATC since the Commission was formed in 1967.

�The additional funding will enable Australia to direct more money to overseas marketing campaigns and effectively launch the new Brand Australia to the world. The package also recognises the importance of the inbound sector to the Australian economy.

Mr Boundy said the additional funding to market Australia overseas as a tourist destination would add weight to the activities already being conducted by the ATC.

�In the 30 plus years that the ATC has been marketing Australia as a tourist destination international visitor numbers have grown five-fold - from less than one million to around five million visitors a year,� Mr Boundy said.

�Over the past two years competition between destinations has become fierce with more countries putting more money into marketing programs to capture the tourist dollar � now with additional funds we will be better positioned to ensure Australia continues to attract high spending tourists to our country.

�Additional funding for international tourism marketing will help to boost the contribution made by tourists to our country, generating billions of dollars in export earnings for the benefit of all Australians.

�The funding for international marketing will include an additional $12 million early next year for the ATC�s international marketing activities in key markets.�

Mr Boundy said the key initiatives in the Tourism White Paper would also help to strengthen the sector, including the formation of Tourism Australia. A new organisation, Tourism Australia will be formed with the merging of the ATC, See Australia (which focuses on domestic tourism marketing), the Bureau of Tourism Research and the Tourism Forecasting Council.

�The amalgamation of the four bodies will deliver more focused and effective marketing for all of Australia � both internationally and domestically. It will also deliver increased focus on research to ensure tourism operators have access to more robust analysis on the sector.

The ATC will work closely with the Australian Government and industry on the implementation process, which commences immediately.

For further information, contact Emma Humphreys, BGB & associates Tel: 020 7233 2300 Kate Kenward, ATC, PR & Promotions Tel: 020 8780 8600

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