Since 2014 John O'Sullivan has been managing director of Tourism Australia – and this is his first time at ITB Berlin. “This is an important trade fair for Australia. We have a stable European market. Since 2010 visitor numbers from Germany have risen to 190,000 in 2015, an increase of 28 per cent, and two per cent more than the previous year“, said O'Sullivan, who plans to increase tourism industry turnover to 115 billion dollars by the end of the decade. The target is for German tourists to generate up to two billion Australian dollars by 2020.