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May 23, 2011


No one could complain about the breadth and depth of the topics and speakers at the Australian Superyacht and Marine Export Conference (ASMEX 2011). The conference covered issues affecting the Superyacht sector and the Marine Export sector. Every speaker was relevant and valuable to the audience. Iain Murray America’s Cup CEO and Regatta Director gave an overview of the current Americas Cup Challenge and how the industry can benefit and take advantage of this event. He also offered the following comment “Australia must develop and more importantly market a quality offering if you want the support of the global Superyacht sector” 

Ron Holland, Ron Holland Design was extremely positive about what Australia has to offer to the global Superyacht owner and said he had a lot of interest from his clients regarding Australia. Many are getting bored with the traditional cruising grounds of the Med and Caribbean. They want to explore further afield which is a good sign for this region. He said New Zealand had done a great job of attracting Superyachts to NZ for refit work and he felt Australia had considerable potential to do the same.

John Longley Event Director for the ISAF World Sailing Championships to be held in Perth talked about the event and the Superyacht capabilities in Western Australia and the highlights of WA as a cruising destination.

Mick Kinley, Deputy CEO AMSA talked about reforms in maritime safety regulations and marine qualifications and took on board the issues the industry has regarding the lack of reciprocal recognition of international qualifications and experience. The whole one stop shop concept was discussed and delegates certainly drove home this issue. Superyacht Australia CEO Maryanne Edwards said “we will definitely now be following up with AMSA to progress these issues.”

Chris Briggs Director of Tourism & Recreation Great Barrier Reef Marine Park Authority discussed the role and function of GBRMPA including Superyacht access to the Great Barrier Reef.

Ben Marshall MedAire talked about South East Asia and the safe passage to Australia including the 2011 Global Piracy overview.
Other speakers included Roger Donnelly Chief Economist from the Australian Export Finance and Insurance corporation (EFIC) who talked about the global economic environment and gave his take on where the dollar will go and where Australia currently fits into the global market. Like most economists no one is really willing to predict what is happening to the Australia dollar versus the US dollar.

The two day event included panel discussions on issues facing Australian crew, issues facing Charter Operators, the ins and outs of freight and logistics with representatives from Aurora Global Logistics, FedEx and TNT who gave insights into this industry sector and how businesses can reduce this huge cost centre. The final panel session discussed how Australia can work better with their Asia Pacific partners to create greater awareness of this region as the idyllic cruising destination. Speakers on the panel represented Singapore, Indonesia, New Zealand, Australia and the Middle East. There is certainly a positive view by all countries in the region that collaboration in marketing effort is the only way we will get profile and traction to drive more vessels to this region.

Last but not least a key highlight for everyone was Carla Demaria from Monte Carlo Yachts, Italy, who was brought out to Sanctuary Cove by the Sanctuary Cove International Boat Show, key supporters of the ASMEX event. Carla was an inspiration to many with her story of the development of the company and the success achieved so far in this current economic climate.

ASMEX was held on the 17/18 May immediately prior to the Sanctuary Cove International Boat Show and attracted 140 delegates from overseas and around Australia. The focus was to put a spotlight on the Australian Superyacht sector and the issues facing this sector in Australia.


MaryAnne Edwards
Chief Executive
Ph: +61 3 9682 1255
Fax: +61 3 9682 1088
Mob: +61 412 916 036