The three-day Australian Travel Agents Co-operative (ATAC) Future Focus Conference has opened at Queensland’s newest luxury destination, The Langham, Gold Coast.
The theme this year is “Hands on. Future Thinking.” with ATAC exploring ways in which it can promote innovation and collaboration to ensure mutual prosperity for agents, preferred partners and members.
Starting with a welcome cocktail event last night, the conference was attended by around a hundred members and suppliers. Features will include keynote presentations, panel discussions, workshops, networking opportunities, an extensive supplier exhibition and social events.
MC’d by Michael Pope, the official program started with an opening address by ATAC chair Jack Taylor, and guest speakers Experience Gold Coast CEO John Warn, ATIA’s Nina Hedges, and Langham Gold Coast GM Arpad Romandy.
There was also an ATIA update and presentations from major sponsors, including Johnny Liu from Singapore Airlines and Simone Barnett from Expedia. Also presenting were Air Tickets, AmaWaterways, The Travel Corporation, VIVA Holidays, Beyond Travel, Scenic and Intrepid.
“It’s ATAC’s Christmas,” Taylor said adding that ATAC had a strong purpose of driving business forward. It was also about transparency and authenticity, he said, “including sharing the full business model”.
Strategic objectives for 2024 include a brand growth strategy and referral campaign to drive new membership, Taylor said, with rewards including a $300 reduction on membership for a referral and a $700 TravelPay voucher.
Experience Gold Coast John Warn then welcomed the 100 delegates and partners to the region, the second largest LGA in Australia and the sixth largest city in the country. There are currently 666,000 residents, a regional economy worth $45 billion and a visitor economy worth $7.6b from the 12.3 million visitors who arrive each year.
“This is the fastest growing city in Australia. Scary fact is the area will have a million people on this city by 2030,” Warn said.
The Gold Coast tourism, destination and events entities have also been rationalised with a new model, working together to promote the region with Warn leading a team of 550 staff, and board members including Gold Coast Mayor Tom Tate.
“We’ve saved $6.7m in year one in efficiencies alone,” he said. But he said there was room for improvement.
“The city of Gold Coast is now working together like no other city in Australia,” he said. “There are many layers to this destination that we haven’t told the story very well.”
While the focus has been on amusements parks and beaches, interest is growing in other areas, including food and beverage in destinations such as Burleigh Heads, sporting events and entertainment such as bringing Pearl Jam to the area, he said.
New hotels are also set to open, including the Mondrian in Burleigh in 2025 with six F&B outlets that will be “absolutely extraordinary”, he said.
Warn said the Gold Coast is also position the city to take advantage of the Brisbane Olympics and Paralympics in 2032.
“We believe that the Gold Coast can be the lifestyle capital of the world,” he said. “I think this is a city that is the new Australia.”
After a day of conferencing today, delegates were to embark on a sunset cruise followed by welcome dinner on the Isle of Capri. Saturday’s conference activities will culminate with a prestigious Gala Dinner in The Langham’s Diamond ballroom.
Based on the success of last year’s intensive Partner Networking sessions, it is once again dedicating two half-days where members will have exclusive opportunities for 1:1 interactions, planning and providing updated product info to around 75 travel agency owner-managers in attendance.
Feature image: ATAC chair Jack Taylor opens the Australian Travel Agents Co-operative Future Focus Conference at The Langham on the Gold Coast.
