The tourism industry is starting to reap the benefits of what has been described as the best Australian Tourism Exchange in Cairns last year. ATE is recognised as the biggest gathering of overseas tourism and travel buyers meeting Australian sellers each year in Australia. Tropical North Queensland chief executive said hosting ATE in Cairns had generated greater awareness of the destination, with anecdotal evidence suggesting that wholesalers have included more Cairns and Great Barrier reef content in their offerings. China Eastern increased direct flights for the Chinese New Year period in response to the strength of that market. Additionally, the confidence shown by SilkAir announcing direct flights from May would have been influenced by the positive distribution system noise around ATE. Click here for more information.