The Colorado Tourism Office (CTO) has selected Asia Pacific Travel Marketing Services (APTMS) to guide an Australia-based marketing initiative aimed at promoting Colorado to Australia's media, travel trade and consumers.

CTO began a search last fall for its first in-market representation down under based on recent research showing that Australia has been Colorado's second-largest market for overseas travel since 2011. While Colorado has no direct flights from Australia, approximately 48,400 Australians visited the state in 2016. That compares with 64,900 from the United Kingdom, the CTO's top overseas market, and 36,100 from Germany, which ranks as third.

“Australia has been one of our fastest growing markets since 2009, and with Australians' interest in taking long, leisurely vacations in the U.S., it's one of our highest-quality markets as well,” said CTO Director Cathy Ritter. “Australian travelers have long been fans of Colorado's famed ski slopes, and our research is showing that even larger numbers are interested in experiencing our mountains, beautiful landscapes, unique wildlife and western history.”

APTMS was chosen in a competitive process from a field of five bidders evaluated by a panel that included representation from the CTO as well as from destinations and attractions that target international travelers. The company begins its work for CTO effective this week, in time to represent Colorado destinations at the U.S. Travel Association's upcoming IPW tradeshow, which comes to Denver May 19-23 for the first time in 27 years.

APTMS has a track record in creating long-standing partnerships, an extensive network of business and industry contacts and sponsor relationships which together successfully raise the profiles of its clients with consumers, media, travel trade and the tourism business community.

“We are honored and delighted to announce our partnership with the CTO,” said Kylee Kay, Managing Director of APTMS.  “With continued demand for travel to the United States and consistent data revealing Australia's increasing desire to seek multi-state itineraries, we can see great opportunity to showcase the diversity of Colorado to new and repeat travelers."

“We aim to capture Australian travelers' imaginations and inspire them to visit Colorado's fine national parks and monuments as well as city stops with world class culinary experiences and experience the welcome and friendliness renowned to Coloradoans,” she said.  “We look forward to establishing Colorado as a 'must add' for all Australian travelers to the USA.”

Kylee Kay, managing director of APTMS, served on the Visit USA committee for the past three years and in February 2016 became Visit USA President, where she served a two year term and implemented fundamental organisational changes, leading the organisation to become a more structured, accountable and member-friendly entity.

Ends

ABOUT THE CTO
On March 15, 2017, the Colorado Tourism Board unanimously adopted the Colorado Tourism Roadmap, a comprehensive strategic plan to build the Colorado tourism industry's competitive advantage through closer collaboration, creation of new traveler experiences across the state and a fresh focus on sustainable tourism. 

The Colorado Tourism Roadmap points the way to several new initiatives, all aimed at positioning the Colorado tourism industry for success in a competitive landscape that bombards travelers with a vast array of choices on where to spend their precious time off.

The Roadmap sharply defines the Colorado tourism industry's mission, creating a focus on driving traveler spending rather than simply attracting increasing numbers of visitors. It also broadens the industry's role from a singular focus on tourism promotion to incorporate development of new tourism experiences, support for responsible tourism practices and stronger, more direct advocacy. This new focus is captured in the Roadmap's four pillars — COMPETE, CREATE, STEWARD and ADVOCATE.

Based on an insight that travel to Colorado truly makes people feel more alive, the "Come To Life" marketing campaign inspires travelers to explore the Official State Vacation Guide, COLORADO.com, the Colorado Field Guide, the Colorado Outdoor Adventure Blog, the Visit Colorado Facebook page and all related channels.

ABOUT APTMS

In 2016 Asia Pacific Travel Marketing Services (APTMS) celebrated 30 years in the tourism industry and attributes its long-standing success to both a fluid understanding of its clients' business objectives and the travel industry environment both in Australia and New Zealand.

APTMS represents Alamo Rent A Car (North America), EagleRider Motorcycle rentals and tours (North America), Aqua-Aston Hotels & Resorts (Hawaiian Islands, Lake Tahoe, Lake Las Vegas & Orlando), Warner Bros. Studio Tour Hollywood, World Drive Holidays, plus a number of destination marketing companies including Easia, and Premium Incoming.

For further information on CTO, please contact the CTO's Australian Account Manager, Kylee Kay, details below.

CONTACTS:
Australia Toll Free: 1300 329 912
Visit: aptms.com.au

ACCOUNT MANAGER
Kylee Kay
+61 411 416 956
Kylee.kay@aptms.com.au

NOTE TO EDITORS:
For further media inquiries and high-resolution images:
Davidson Communications
Megan Gaudry
megan@davcomm.com.au
Caroline Davidson
caroline@davcomm.com.au