4. Broadening horizons – other tourism opportunities for Australia
   1. This chapter considers a number of other key opportunities raised in the evidence, in addition to First Nations tourism covered in Chapter 3, to grow Australia’s tourism sector and keep it positioned as a world leading destination. The common link across these opportunities is Australia’s ability to leverage its strengths and attributes.
   2. Australia’s regions offer remarkable and diverse experiences, as well as opportunities to explore some of the most treasured geography on the planet. Further, Australia’s regions have the potential to grow underdeveloped or emerging sectors such as nature-based tourism and agritourism that are becoming increasingly attractive to domestic and international travellers alike. However, it is apparent there is a ‘dispersal challenge’ to overcome to deliver more regional visitation.[1]
   3. While the term was not used by witnesses, many of the challenges and opportunities outlined in this chapter are also relevant to peripheral urban areas, or ‘peri-urban’ areas, which are areas between built-up suburbs and more regional or rural areas, for example the Blue Mountains, Darwin, the Gold Coast, and Geelong.[2] As such, Chapters 4 and 5 consider evidence received about issues in peri-urban areas under the broader discussion about regional areas.
   4. This chapter also highlights the importance and opportunity offered by international market diversification. Recent history revealed the drawbacks of relying heavily on a small number of markets. That aside, growing wealth and populations around the world, particularly in Asia, represent enormous opportunity to grow the sector through higher yielding international travellers. At the same time, this growth must occur in a sustainable way, and this chapter also examines how Australia can be positioned to implement and promote its sustainability credentials.

Regional Australia – opening more of Australia to the world

4.5Most states and regions in Australia lay claims to outstanding geography, unique wildlife, and other attractions that drive international visitation. For example, the South Australian Tourism Commission (SATC) noted the experiences on offer in regional areas in its state:

The promotion of regional Australia as a world class international destination is a major opportunity. There are amazing natural assets and experiences for new markets in regional South Australia that appeal to international visitors. For example, Kangaroo Island, the Flinders Rangers, Port Lincoln, the Murray River.[3]

4.6Tourism Australia (TA) research shows international visitors prioritise activities related to natural beauty, aquatic and coastal, and wildlife.[4] These experiences are typically found in regional areas. Submissions to the inquiry also noted that post-COVID-19 research showed people were placing a higher value on uncrowded destinations, were more likely to take an outdoor trip, and wanted to experience nature.[5]

4.7However, while there is a large volume of domestic tourism into regional areas, international visitors generally concentrate in Australia’s capital cities, and do not disperse to many of the regions.[6] This section of the report considers the challenges of achieving a greater visitor dispersal around Australia, which will spread the economic benefit of tourism to more of the country. It also reports on some opportunities highlighted to the Committee that, if acted upon, may help achieve that.

The ‘dispersal challenge’

4.8The tourism sector and regional Australia have a strong reciprocal and symbiotic relationship. Regional Australia has many geographic, cultural, historic and man-made attractions that drive visitation, and communities in regional Australia derive enormous social and economic benefits from tourism. The Tourism and Transport Forum (TTF) described tourism as the ‘lifeblood’ of many local and regional communities.[7] The Australian Trade and Investment Commission (Austrade) noted:

The visitor economy makes a greater proportional contribution to regional communities than to capital cities, contributing 4.1 per cent to gross domestic product in regions, compared to 2.7 per cent in capital cities.[8]

4.9However, Austrade informed the Committee of a great ‘dispersal challenge’ faced by regional Australia. While when measured across the board, regional Australia shows significant economic benefits from tourism, Austrade notes that international visitor dispersal to regional Australia is ‘limited and shallow’. It cites the following statistics (which are for the last full calendar year, 2019, prior to the pandemic):

• Cities receive the vast majority (84 per cent) of international visitor expenditure.
• Regions receive more than 90 per cent of their visitor expenditure from domestic travellers, and only 10 per cent from international visitors.
• Only two non-capital city tourism regions (Gold Coast and Tropical North Queensland) achieved more than 10 per cent of total visitation from international visitors.
• The top 10 regional destinations account for 68 per cent of international spend in the regions (and the top two account for 41 per cent).[9]
  10. In summary on this point, Austrade submitted:

In effect, most regions are almost completely dependent on domestic travellers. Or put another way, international visitors are not dispersing in great numbers into regions.[10]

4.11A report by Tourism Research Australia (TRA) investigating regional dispersal noted regional dispersal for international and domestic visitors was shallow, concentrated in destinations close to capital cities and coastal centres. Visiting friends and relatives, exploring nature or ‘bucket list’ holidays are the key drivers for international visitors to visit regional areas in Australia. The main constraints on regional travel are time and cost, with most regional visitations being in the form of day trips rather than overnight stays.[11]

Pandemic impact on the regions

4.12With international borders closed during the pandemic, visitation by Australians into regions soared as vast numbers of Australians who were unable or unwilling to travel overseas for much of 2020 and 2021 chose to travel within Australia instead. This trend continued into 2022, with Austrade noting a surge in visitor expenditure in regions compared to capital cities (up 46 per cent in regions in August 2022 compared to August 2019, compared to only 12 per cent in capital cities). It also noted the balance of total visitor expenditure tipped in favour of regions during the pandemic, increasing to as high as 63 per cent in regional Australia compared to a normal level of about 44 per cent.[12]

4.13While this increased flow of domestic tourists propped up some businesses, others saw visitor numbers reach record highs. Mr Tim Booth, Chief Executive of Mudgee Region Tourism, asserted:

We benefited from COVID, as did a lot of regional centres, as weird as that might sound’.[13]

4.14Dr Gabby Walters from the University of Queensland put forward there had been a ‘revival’ of regional tourism during the COVID-19 period:

We saw people going out to the regions. We saw towns being visited by tourists that had never been visited by tourists before. An opportunity came out of that time in that our regional tourism destinations really came alive…[14]

4.15The Tourism Industry Council South Australia (TICSA) also described how many tourists from migrant communities travelled to regional areas for the first time during the COVID-19-related travel restrictions, stating: ‘[i]t was absolutely one of the upsides of COVID’.[15]

4.16While the regions did see a spike in visitation and expenditure from tourists during and in the immediate aftermath of the pandemic, evidence suggests visitation patterns began to normalise in 2023. TRA recently reported the regional share of domestic visitor expenditure was easing back as travel to capital cities had picked up pace relative to the regions.[16]

Regional challenges

4.17Despite the recent surge and benefits accruing to regions from increased domestic visitation, the Committee received evidence from many witnesses who expressed concern about a range of challenges to growing tourism in regional areas. These challenges generally fell under the following four categories:

1. Greater investment in tourism products, assets and infrastructure.
2. Improved transport access.
3. A bigger and more skilled tourism workforce, requiring greater efforts to address housing shortages.
4. Improved promotion of regional destinations.

Investment in tourism products, assets and infrastructure

4.18Evidence received by the Committee pointed to the critical need for quality tourism products, assets and infrastructure to drive regional tourism. The Australian Tourism Export Council (ATEC) submitted that:

Regional Australia needs infrastructure and fresh, capable product offering in order to meet the demands of the international traveller.[17]

4.19Australian Regional Tourism (ART) concurred, stating in its submission:

A lack of targeted investment and support in the regions for industry and product development has resulted in limited quality products and experiences that meet the demand of international visitors.[18]

4.20Mr Danial Rochford of Tourism Central Australia explained it in simple terms:

Page 1, chapter 1 of turning a tourism destination around is product development…

It's getting new experiences and new things. We've seen it, in the last year and a half, with Wintjiri Wiru and the light towers. Whenever new experiences come online for a destination, it gives us the hook to be able to advance it and … yell from the rooftops and say, 'Hey! Look at this!'[19]

4.21When asked to nominate the top issues for creating a more sustainable sector, Mr Evan Hall from the Australian Tourism Industry Council (ATIC) raised industry investment, explaining that:

… the third most important task really is the capacity for the industry to invest in its own product. That includes staff, and it includes either built form, if we're talking about accommodation or attractions, or the other one that's often forgotten about, which is vehicles and vessels…

We've had very little investment in that product, for a range of reasons.[20]

4.22Dr Walters from the University of Queensland highlighted the broader benefits of infrastructure investments, and argued that more regional investment would support both visitors as well as local residents and communities.[21] Orange360, a regional development body in Central-West New South Wales, emphasised the need for funding for arts and cultural events in regional areas, arguing such products are a significant opportunity for regional destinations to attract visitors.[22]

4.23In its submission, Austrade noted research by TA that listed the challenges and possible solutions to drive greater investment in regional tourism assets to include:

• existence of sufficient demand drivers;
• managing seasonal demand;
• sufficient transport;
• higher construction and operating costs;
• labour supply; and
• multiple layers of development regulation.
  24. Austrade outlined the following as possible actions to address the above challenges: effective marketing, growing aviation and improving transport linkages, reducing or streamlining regulatory barriers, and providing incentives for development. It concluded that greater regional investment could be achieved by having state and territory governments working with regional tourism organisations and industry to develop enhanced destination management plans that incorporate the recommendations above.[23]

Improved transport access

4.25Evidence received suggests improving access to regional Australia is needed to drive growth in regional visitation, including to access First Nations experiences and facilitate more international visitation. Mr Hall from ATIC implored:

In a nation that has huge geographic distances, improvement of aviation capacity, quality and competition in services is significantly important. Policies that are designed to make it more affordable, particularly domestically as well, are critical…

It can be very, very difficult for a regional destination to grow without aviation access. The whole system is not terribly well designed for regional routes.[24]

4.26The Australian Capital Territory (ACT) Government submitted the success of regional Australia was dependent on ease of access to the regions for international visitors.[25] The ATEC agreed that there were ‘aviation issues’ impeding regional tourism. In particular, it noted:

Whilst there are many regional centres across Australia that are well-known for their international service delivery such as Kangaroo Island and Cairns, there are aviation issues that are impeding the recovery of regional tourism. Key inbound-favoured domestic routes such as Yulara-Cairns and Kangaroo Island flights are significantly hampering the movement of international visitors to the highly sought-after regional destinations, which in turn impacts the offering, demand and ultimately, conversion.[26]

4.27Similarly, the SATC in its submission noted:

Air access is a critical factor for tourism and economic growth, and in a competitive post-COVID environment we are working hard to re-build direct access from key markets as quickly as possible.[27]

4.28Destination Central West asserted the importance of regional aviation access, noting:

…[f]or regional airports, the quality of the airlines, the quantity of the flights and the consistency of pricing make it challenging for international visitors.[28]

4.29The dispersal challenge was identified as an issue affecting the development and sustainability of First Nations tourism businesses by Mr Robert Taylor, Chief Executive Officer, Western Australian Indigenous Tourism Operators Council (WAITOC):

Our state is obviously quite large, so connectivity across the state is quite difficult for international visitors, due to the cost of flights and things like that, to get around the state and the distance they have to travel…

That is one of the challenges we face in the work we do in creating more Aboriginal tourism businesses in the regions where we know they can come first and then grow out, whereas the north has got a very high percentage of our members in the Aboriginal tourism sector in WA, in the Kimberley and the East Kimberley. The challenge is getting the international visitors there.[29]

4.30Evidence was not limited to aviation, but also touched on road and rail, which are important to access supplies and workers, as well as facilitating travel by visitors. Regional Development Australia Kimberley (RDA-K) argued improvements to road infrastructure would improve accessibility across the region and help reduce costs for tourism businesses in the Kimberley.[30]

4.31Transport was nominated as one of the biggest barriers to growing international tourism on the Gold Coast, according to Major Events Gold Coast.[31] Pointing to the benefits of investing in transport infrastructure, it described the Gold Coast Light Rail (tram) line as ‘phenomenal’ for the region.[32]

4.32ART told the Committee high regional airfares and limited infrastructure were impediments to the growth of tourism in regional Australia, and argued there was no clear strategy for dispersing international visitors across the regions.[33]

Workforce capacity and accommodation

4.33The significant challenge of workforce capacity and capability shortages across Australia in the tourism sector was voiced by many making submissions to this inquiry. While workforce issues are dealt with more fully in Chapter 5, this section considers specifically regional issues, as the Committee was advised workforce shortages were reportedly more pronounced in regional areas than urban centres.[34]

4.34Ms Rachelle Robb from the Orange City Council pointed to workforce shortages limiting the development of tourism products in regional areas such as Orange in New South Wales.[35] In the Mudgee region, witnesses reported workforce shortages had prevented some businesses from taking on more visitors.[36] The City of Geraldton described workforce shortages as ‘the biggest problem for most tourism and hospitality providers’ in the Mid West region.[37]

4.35The interconnectedness of labour shortages and a shortage of housing in regional areas was raised by several stakeholders during the inquiry. RDA-K pointed to severe workforce and housing shortages across its region as impediments to the growth of regional tourism.[38] The SATC noted:

Regional Australia can only be world class if the tourism product or offering is well staffed plus there is enough accommodation for both visitors and employees alike.[39]

4.36The SATC went on to state that in looking for and implementing solutions to labour shortages (for example through migration changes), it is important for dispersal of labour across Australia ‘particularly when it comes to regions’.[40]

4.37Mr Keith Williams from the Shire of Broome emphasised the impact of housing in remote and rural areas, noting that building and insurance costs are major factors driving up costs and driving down the supply of accommodation.[41] Mr Bill Tatchell, CEO of Australia’s North West Tourism agreed that housing and workforce development had ‘a critical impact on the development of tourism’ in regional areas:

The high cost of living, getting workers up to the region—these are all impacts on our operators being able to fill their business objectives and provide a quality experience which makes our destination competitive and marketable.[42]

4.38Mr Williams told the Committee the single biggest factor in staff turnover across the Broome region was the cost of housing: ‘We lose staff because we can’t afford housing on a regular basis… It’s really damaging our ability to retain staff and to attract new staff,’ he said.[43]

4.39CEO of Western Australian Indigenous Tourism Operators Council (WAITOC), Mr Robert Taylor, similarly pointed to housing costs as a significant challenge for First Nations tourism operators across the state.[44]

4.40Small business owner, Mr Ashley Munn described housing affordability and availability as a major issue affecting the pilots he attempts to recruit for his aviation business:

There are pilots that come to Broome looking for jobs, but we've found that pilots aren't coming in the droves they used to because they get here and they can't afford to stay here. They don't want to take that risk of coming to Broome, trying to find a job and being short on accommodation and short on funds… we've had four or five people that we've given job offers to this year who have accepted the job offers and then turned around and declined them because they couldn't find any accommodation—or, if they did, they couldn't afford it. They simply said, 'I can't come to Broome; the cost of living is ridiculous.'[45]

4.41In its submission to this inquiry, Austrade noted the impact of a lack of affordable housing in regional Australia, pointing the Committee to a number of Government reviews into structural challenges facing the sector.[46]

4.42Workforce challenges are not just related to volume of workers. The ATEC noted skill levels were also a factor, emphasising that:

We need to invest in international-ready training and trade engagement training in order to upskill regional operators and broaden their offering.[47]

4.43Lack of a skilled workforce for First Nations tourism was considered in Chapter 3, and more generally across Australia is also discussed in Chapter 5.

Awareness and promotion

4.44The Committee heard regional Australia was not currently sufficiently promoted to international markets. Regional representatives noted that international campaigns were often dominated by Australian ‘icons’, and that international advertising does not sufficiently accommodate regional attractions and ‘nuance’.[48]

4.45The Australian Airports Association (AAA) expressed that:

Improving the visibility of regional Australia to international travellers is essential to any national tourism strategy.[49]

4.46The ATEC added that regional operators faced limitations in promoting themselves internationally and were strongly reliant on the tourism network for effective promotion:

Regional tourism operators are almost entirely dependent on distribution in order for them to have international visibility so it’s important that any promotion of regional Australia is done with the support of the trade network.[50]

4.47TA contended it does ensure regional destinations are profiled across its marketing programs. For example, it noted that regional destinations across all states and territories are featured in its latest Come and Say G’Day campaign and on its consumer website, and that it conducts trade and media familiarisations in regional areas. It also highlighted its $12 million National Experience Content Initiative (NECI) which helped tourism businesses across Australia improve their marketing through quality photographic and video content. NECI covered more than 60 regions, and deliberately targeted small and medium operators who are often less able to create high quality content needed to market themselves on a global stage.[51]

4.48In response to some of these challenges, Austrade recommended that international marketing emphasise regional destinations to encourage more international tourists to travel to regional Australia. It also called for reduced barriers, improved transport links including increased aviation capacity, and greater incentives for development in regional areas.[52]

4.49Research from TRA noted the importance of awareness and promotional activities as possible solutions to the dispersal challenge, providing the following suggestions:

• Show visitors what is on offer in regions – provide potential visitors with more information on the extensive range of activities, attractions and unique experiences regional Australia offers.
• Demystify time and distance – give potential visitors the facts on time and distance so they can make informed decisions.
• Create tailored itineraries – put pieces of the regional experience together for potential visitors to ease their decision-making process.[53]
  50. The SATC recommended another approach to efficiency in international marketing by partnering across states and regions to create and promote combined product offerings. It cited an example of partnering with the Northern Territory and Tourism Australia to promote combined product offerings to certain markets.[54]

Regional opportunities

Nature-based tourism

4.51Australia’s natural environment is a unique asset providing enormous appeal to visitors, with a fifth of Australia’s landmass protected and the world’s largest number of UNESCO Natural World Heritage Sites.[55]

4.52TA noted more than a third of global travellers want to get in touch with nature.[56] The TTF described how following the pandemic, consumer demands had shifted to seeking out outdoor experiences and pointed to Australia’s comparative advantage in nature-based tourism, but questioned whether Australia was well positioned to capitalise on this changing demand, given infrastructure constraints and other challenges.[57]

4.53Ecotourism Australia (EA) highlighted that nature-based tourism earned Australia more than $45 billion in 2019, representing more than a quarter of Australia’s total tourism earnings.[58] EA stressed the importance of protecting Australia’s natural assets including national parks, marine areas and Indigenous Protected Areas, and noted the need across federal and state agencies to implement best practice compliance to support ‘appropriate tourism operations’.[59]

4.54EA recommended the introduction of a national best practice standard in National Parks and sensitive areas, and pointed to the success of the existing program run by the Great Barrier Reef Marine Park Authority for ‘High Standard Tour Operators’:

The best practice example of supporting appropriate tourism operations in parks demonstrated in the Great Barrier Reef Marine Park Authority’s (GBRMPA) program where they link longer licenses, preferential marketing opportunities and access to training for operators certified to a global standard. These programs are all designed to encourage tour operators to manage a sustainable business, deliver high quality experiences and provide accurate information to guests in an engaging manner.[60]

4.55The Australian Outdoor Industry described adventure activities as ‘a point of difference’ for Australia internationally but similarly observed a lack of regulation and standards. It also recommended the Australian Government partner with industry to support sector-wide accreditation for adventure tourism providers.[61]

Agritourism

4.56ART submitted that agritourism is a major opportunity in regional Australia but argued ‘red tape’ and government regulation were a barrier. It called for leadership and investment from the Australian Government to unlock the potential in agritourism, submitting that the sector was predicted to grow from $7.4 billion to $18.6 billion by 2030.[62]

4.57The Australian Chamber of Commerce and Industry agreed, noting:

Agritourism is a key opportunity for developing product in regional Australia…

Developing Agritourism will provide our visitors with unique, distinctly Australian experiences. While investment in required for product development in agritourism, equally of importance is the need to consider red tape reduction that enables innovation and growth.[63]

4.58Airbnb told the Committee its short-stay platform was helping to connect agritourism and farm stay businesses with customers.[64]

Market diversification – opening the world to Australia

4.59Several organisations made strong representations to the Committee about the need to diversify Australia’s mix of inbound international visitor markets. The ATEC identified market diversification as a ‘key opportunity’ for the Australian tourism sector.[65] Austrade agreed, noting:

In the aftermath of the pandemic and with ongoing global economic uncertainties, maintaining a broad spread of markets is a prudent strategy. This also aligns with the Australian Government’s broader trade diversification agenda…[66]

4.60The purpose and benefits of market diversification in tourism are outlined in a recent Austrade Discussion Paper:

Diversifying is about attracting a broader set of travellers from new and emerging markets to help future proof the Australian visitor economy, should future shocks or disruptions to traditional major traveller markets occur.[67]

4.61This section of the report considers the international market opportunities that exist, after briefly considering Australia’s recent international market diversification performance.

Pre-pandemic international market diversification performance

4.62As noted in Chapter 1, international visitors are economically vital to Australia. In 2019, tourism was the country’s fourth biggest export earner, with 36 per cent of total visitor expenditure coming from international visitors. More significantly, international visitors add more value to the economy than domestic visitors.

4.63However, in its submission, Austrade noted Australia’s admirable international performance was driven by reliance on a small number of markets, particularly China. Although it did add that other emerging markets such as Vietnam, Brazil, Taiwan, India and the Philippines were recording strong growth.[68]

4.64By 2019, China was Australia’s number one international market by both visitor numbers and expenditure, with its share of total international spend sitting at nearly 27 per cent. The next most significant market was the United States, sitting a long way behind at just 9 per cent.[69]

4.65Other international visitation trends over the decade to 2019 are illuminating. Austrade analysis found that the growth of China and Eastern markets saw Asia’s share of visitor expenditure increase from 39.7 per cent to nearly 57.5 per cent. In aggregate, visitor numbers from Asia grew by 131 per cent. By comparison, the growth in visitors from all other countries (including Australia’s ‘traditional’ markets of New Zealand, North America, Europe and the United Kingdom) was only 34 per cent.[70]

International market opportunities

4.66A major research report by Austrade in 2021 looking at opportunities for the Australian visitor economy after the COVID-19 pandemic extensively examined Australia’s international source markets. A key opportunity identified was:

Post-pandemic, the Visitor Economy should seek to achieve a well-balanced inbound market by nurturing its traditional sources (English-speaking and other Western markets) and doubling down on fast-growing Asian markets.[71]

4.67This opportunity was embedded into the Australian Government’s national long-term strategy for the visitor economy, THRIVE 2030. A key action of the strategy is to develop an international diversification strategy to identify emerging markets for travel and education.[72]

4.68In its submission, Austrade highlighted that the Southeast Asia and India markets offer growth opportunities, noting each market would likely require unique products and promotions to encourage travel to Australia.[73] Subsequently, Austrade has issued a discussion paper providing a more extensive list of the 10 markets that show potential for growth beyond current levels. Of these, five are already TA priority markets, with the other five being: Vietnam, Taiwan, Philippines, Thailand and Brazil.[74]

4.69Access to international markets is also important as it helps the sector manage seasonality throughout the year, including in the regions. For example, Ms Strathhearn from Tourism Tropical North Queensland noted how important the Chinese inbound market was for North Queensland:

It bridge[s] a gap during our low season or off season through their travel with the Chinese New Year.[75]

4.70Supporting these conclusions, the ATEC pointed to growing demand in India, Indonesia, and Vietnam.[76] At a local level, destinations such as Broome see huge potential from opening up to international markets, including in Asia. Ms Mills from the Yawuru Prescribed Body Corporate commented in evidence to the Committee:

Broome is on the cusp of transformational change in the tourism industry, with some key projects, such as the Kimberley Marine Support Base, due to come online in 2025. The size and the volume of cruise vessels stopping in Broome will increase significantly. Likewise, proposed direct international flights from Singapore will open up the region to the world, increasing international tourism visitation opportunities.[77]

4.71While there was optimism for growth from new markets, other stakeholders cautioned on the need to be ready for more visitors from emerging markets. Mr Booth from Mudgee Region Tourism cautioned that travellers from different international markets require different products, arguing that tourism operators inexperienced with these markets would need cultural training and new product offerings tailored to new markets.[78]

4.72Various submissions and witnesses discussed opportunities for new and emerging markets, while others highlighted the potential to further grow existing markets. For example, the ACT Government highlighted the opportunity to grow the New Zealand market, particularly for major events, by promoting the ease of travel between the two countries.[79] The TTF recommended Australia continued to progress initiatives with New Zealand, including a ‘Seamless Trans-Tasman border’, for easier travel between the two countries.[80]

The role of Australia in the Asia-Pacific region

4.73Various submissions also reflected on the role of Australia as a hub in support of tourism in the Asia-Pacific region, both in terms of advocacy, development aid and capacity building and from the cultural exchange and nation-to-nation connections tourism facilitates.[81]

4.74The Queensland Tourism Industry Council (QTIC) advocated that Australia be seen as a tourism support hub within the Asia-Pacific region.[82] Austrade talked about Australia’s ‘leadership role to support tourism growth and address issues of mutual interest,’ including industry sustainability and resilience, streamlining visa arrangements, building workforce capacity, improving aviation access and sustainable aviation fuel.[83]

4.75The Department of Foreign Affairs, Defence and Trade (DFAT) advised how the Australian Government engages with multilateral bodies in the Asia-Pacific region and more broadly on tourism policy, the challenges and needs of the tourism industry, and how Australia can support capacity building in the region.[84] The AAA submitted Australia’s airports were already playing a role building the capacity of airports across the South Pacific and called for government efforts to support and coordinate this engagement.[85]

4.76The Australian Federation of Travel Agents (AFTA) commented that:

Outbound travel diplomacy also provides an opportunity for Australia to consolidate its role in the Asia-Pacific region and create mutual benefits with our neighbours through increased tourism in the region that will grow and improve development outcomes.[86]

4.77The Broome Chamber of Commerce and Industry Inc (BCCI) emphasised the ‘untapped potential’ of visitors from the Asia-Pacific, telling the Committee the Kimberly region was hindered by logistical limitations, but otherwise was ‘ideally situated to facilitate strong connections with Asia’. The BCCI told the Committee that, if first-point-of-entry status was granted for its ports, and if international flights could be facilitated to Broome, the Kimberley would be able to leverage its proximity to Asia to become a ‘dynamic conduit for cultural exchange and economic growth’.[87]

4.78Reflecting on the opportunity for Australia to work with its Pacific neighbours to overcome the distance barrier for many international tourists, the TTF recommended:

Our geographic location should be leveraged in a range of innovative ways, such as stop-over incentives, package offerings and streamlined travel movements. Australia should continue to closely engage with New Zealand policymakers across a range of issues including the progression of joint visa offerings and potentially the opportunity to visit two to three other countries within the Pacific region as part of this visa reform.[88]

Other opportunities for growing the visitor economy

4.79In addition to the key opportunities identified in the previous chapter and above in this chapter to grow Australia’s visitor economy, a number of other opportunities were also identified during the course of this inquiry and are outlined below.

Sustainable tourism

4.80THRIVE 2030 identified advancing sustainable tourism as a key policy objective of the strategy, noting, ‘sustainable tourism is central to the visitor economy’s future success.’ Austrade defines sustainable tourism as preserving Australia’s natural and cultural assets; respecting and nurturing cultures; and creating positive social impact.[89]

4.81Austrade submitted that Australia’s tourism industry nearly doubled over the past two decades, presenting challenges with balancing the economic benefits of the sector with the social, cultural, and environmental impacts it creates.[90]

4.82Austrade advised the Committee that visitors were ‘increasingly demanding more sustainable travel options.’ Austrade also noted:

There is an increasing expectation by visitors and communities that visitor economy businesses will be responsible in their practices to preserve our natural and cultural environment.[91]

4.83EA echoed this view, telling the Committee that amid growing global environmental awareness there was growing consumer interest in the sustainability of tourism businesses.[92]

4.84Booking.com’s latest sustainable travel survey noted the continuing desire and demand for sustainable travel with 83 per cent of travellers confirming sustainable travel is important to them. The report also confirmed an increase from 66 per cent to 71 per cent of travellers between 2023 and 2024 who say they want to leave a place better than what they found it. Seventy-five per cent of travellers said they want to travel more sustainably over the next 12 months.[93] This points to the opportunity, if not the necessity, for Australian travel providers to embrace sustainability.

4.85The Committee was encouraged by Australia’s ranking on the World Economic Forum’s Travel and Tourism Development Index that measures factors and policies to enable sustainable and resilient development in the tourism sector. For 2024, Australia was ranked number 5 of 119 countries covered by the Index. On environmental sustainability and socioeconomic impact measures, Australia ranked favourably compared to the pillar mean score.[94]

4.86EA stated the significance and interconnectedness of sustainability with tourism in its evidence to the Committee:

Intrinsically, tourism is about sustainability. It is about protecting the product, protecting our assets and protecting local communities. There is a real opportunity for Australia in this space.[95]

4.87The TTF submitted that nearly half (47 per cent) of consumers want their next trip to be in nature and more than four in five travellers (83 per cent) prioritise sustainable travel. It recommended Australia therefore position itself as ‘the leading environmentally sustainable destination of choice’.[96]

4.88In its submission, Austrade noted that while THRIVE 2030 has begun the journey for a sustainable future in tourism, challenges for tourism businesses will only grow. In view of the world’s climate and environmental crises, embracing sustainability challenge is the only option. Austrade noted the following as key measures to be considered to improve sustainability in tourism:

• Enhancing industry resources and tools to assist sustainability adaptation, including measurement methods and tools.
• Regular reporting against visitor economy industry sustainability benchmarks.
• Supporting industry-led initiatives to drive sustainability within the sector.[97]
  89. In November 2023, Austrade released the National Sustainability Framework for the Visitor Economy (Framework) in partnership with state and territory governments, TA, and following consultation with industry, First Nations, and government stakeholders. The Framework points to the following benefits from advancing sustainable tourism:
• improved profitability and reduced costs;
• improved reputation, customer and employee satisfaction, and competitiveness, with improved relationships with customers, employees, local communities, and suppliers;
• a reduced carbon footprint and environmental impact, whilst helping to preserve iconic and natural attractions that underpin the tourism industry; and
• improved adaptability and resilience to climate change.[98]
  90. The SATC identified sustainability as both an opportunity for Australia as well as a challenge, highlighting increasing reticence among some travellers to undertake long-haul travel, particularly by air.[99] Witnesses spoke of a notion described as ‘flight shaming’ that is gathering momentum in many overseas markets. This refers to international travellers being criticised for taking long air flights as it is seen as undesirable to contribute to the vast carbon emissions generated by aircraft. Witnesses in Cairns stated they have seen evidence of flight shaming in northern hemisphere markets including Europe, the United Kingdom and North America, but also in markets geographically closer such as Japan and China.[100]
  91. The SATC recommended increased efforts to explore alternative sustainable fuels as well as investment to grow electric vehicles.[101] The TTF recommended investment in sustainable technologies, including aviation biofuels, and cautioned that Australia was not well prepared to meet the increased demand for sustainable travel without significant investment.[102]
  92. Singapore Airlines (SIA) Group noted sustainability was ‘an increasing area of focus’ for its customers, stakeholders, shareholders, and employees.[103] SIA Group told the Committee it was working to achieve net zero emissions by 2050 through new generation aircraft, sustainable aviation fuels, low-carbon technologies, higher operational efficiencies, and high-quality carbon offsets.[104]
  93. EA highlighted the need for a national sustainability standard in Australia aligning to global sustainability principles that tourism businesses could be certified against. Without this, EA cautioned that it would be hard for visitors to be confident of the veracity of sustainability claims made by tourism operators.[105] It also highlighted the need to support small and medium-sized tourism enterprises in their implementation of sustainable practices.[106]
  94. EA also submitted that sustainability would improve the resilience of the sector (see also Chapter 5):

It is evident that the tourism industry needs to continue [to] develop new ways to improve and embrace sustainability to deliver positive environmental, socio-economic and cultural impacts to bring benefit to local communities and the destination whilst being economically sustainable to withstand shocks over time.[107]

4.95The Tasmanian Government noted an extension to sustainable travel that is appealing to consumers demanding sustainability – referred to as ‘positive impact travel’. It identified this as an opportunity for Tasmania for market positioning.[108] ‘Positive impact travel’ refers to travel where visitors leave a destination better than they found it. Tasmania is exploring this through a social, cultural and environmental regenerative pilot project on Flinders Island.

Business and events tourism

4.96The business events industry was heavily affected by the COVID-19 pandemic. According to the Business Events Council of Australia (BECA), more than 350 international events were cancelled due to border closures and health restrictions.[109] It noted the business events industry had been slow to recover due to long lead times between bookings and major events being held.[110] Recently released data from the TRA indicates that in 2023, international business event visitor numbers had reached 71 per cent of 2019 pre-pandemic levels.[111]

4.97Many submitters emphasised the value of business and events tourism in driving recovery and growth within the tourism sector. Austrade noted events drove over 10 million visitors in 2019.[112] BECA argued the business events industry could:

… reignite the post-COVID-19 economy [as a] … critical catalyst for the business-led, post-pandemic recovery.[113]

4.98Austrade research found event visitors tend to spend more than other visitors, generating more jobs and investment. It showed that those attending an event spend about double as much per night as holiday visitors.[114]

4.99BECA also pointed out that business events benefit regional Australia. Approximately half of all international delegates participate in pre and post event tours which typically involve visits to the regions. International corporate incentive programs are often delivered in regional Australia.[115] Austrade told the Committee these events offer opportunities to bring further investment in the tourism sector, attract talent, and develop new businesses.[116]

4.100Destination Gold Coast emphasised the value of business events in driving weekday visitations and flattening the seasonal demand curve, particularly in regional areas.[117] Austrade, AAA, QTIC, and the Victorian Chamber of Commerce & Industry (VCCI) pointed to the importance of large sporting events in spurring international arrival numbers.[118]

4.101According to Mrs Jan McCormick, Chief Executive Officer of Major Events Gold Coast, events held in regional areas such as the Gold Coast are ‘a big deal’. She told the Committee there is often plenty of media coverage for events and participants are made to ‘feel really special’.[119]

4.102Noting the benefits of events tourism, the TTF called for policymakers to ensure events were ‘appropriately leveraged’ to incentivise visitors to continue their travels in Australia after the events end.[120]

4.103However, Orange City Council warned accommodation shortages in regional areas were limiting the scale at which events could operate.[121] Mr Booth from Mudgee Region Tourism similarly cautioned:

… [w]ithout proper planning, events can cause as much disruption as they cause benefit.[122]

4.104Airbnb submitted that its short-stay online platform helps meet the surge in demand generated by events tourism in markets where accommodation supply is usually inelastic (see Chapter 5 for more on short-stay accommodation).[123]

4.105TA highlighted the high yield nature of business events and advised it has a dedicated unit, Business Events Australia, to market Australia as a business events destination.[124] TA also administers the Australian Government’s Business Events Bid Fund which provides financial assistance at the bidding stage to attract large scale events. In its submission, TA noted the success of the Bid Fund:

Since commencing in July 2018, the Bid Fund has helped win 76 events for Australia, with a combined value of over $606 million to the economy to date. Research conducted by Deloitte in 2020 indicated that 75 per cent of these wins would not have been secured without Bid Fund support.[125]

4.106However, BECA lamented reduction in funding for the program and called on the Australian Government to boost and expand the program.[126]

Accessible and inclusive tourism

4.107Recently published research from TRA highlights the potential that exists for tourism operators by better catering for people with disability. In 2018, there were 4.4 million Australians (17.7 per cent of the population) with a disability.[127] For the period TRA examined (June quarter, 2023) there were 18.5 million trips valued at $6.8 billion taken by travellers with accessibility needs. This accounted for 23 per cent, or nearly a quarter, of all trips in that quarter. At a qualitative level, TRA reported:

The tourism industry provides benefits to both its providers and consumers. While the benefits to tourism providers can be quantified in financial terms, the benefits to consumers are more intangible, but no less important. Such benefits may include improved health and quality of life. For people with disabilities or long-term health conditions, these benefits may be especially important.[128]

4.108The QTIC highlighted the importance of inclusive tourism, submitting,

… equity, inclusivity, and diversity should permeate all aspects of the visitor economy.[129]

4.109It noted that 2023 was the Queensland Year of Accessible Tourism, aimed at encouraging and promoting industry education, best practice, and to improve tourism offerings for people with disability. QTIC suggested a more inclusive tourism sector would offer opportunities for workforce growth, and that initiatives to improve tourism offerings for people with disabilities and impairments would support a ‘wider spectrum of visitors and workers’.[130]

4.110EA advocated for support to help business cater better for visitors with accessibility needs, and noted the benefits and visibility generated by Queensland’s Year of Accessible Tourism.[131]

4.111The Tasmanian Government submitted that the state had worked with the disability sector to develop more innovative and inclusive tourism experiences and aspired to become a national leader in this space. It also noted the significant opportunity associated with inclusive tourism, whereby people with a disability make up around a fifth of Australia’s population and around 15 per cent of people globally.[132]

4.112THRIVE 2030 recognises the importance of improving accessibility, and highlighted strategy actions to improve accessibility.[133] In May 2024, Austrade released a guide for tourism operators to make their products and experiences more accessible. Called the WELCOME Framework, the guide contains simple practical tips to help business be more accommodating of people with disability.[134]

Committee comment

Regional tourism

4.113The Committee sees huge opportunity for Australia’s regional areas to tap into international markets if the ‘dispersal challenge’ and other supply and demand impediments can be addressed. The Committee heard and saw first-hand how Australia’s regions showcase the country’s rich histories and cultures and offer incredible experiences for tourists. Regional tourism also brings significant economic and social benefits to local communities.

4.114The Committee is convinced that to be more successful, regional tourism businesses must continually develop new products and build capacity to deliver high quality services that satisfy the needs of the diverse array of international visitors, as well as domestic visitors. Experience from the pandemic illustrates that while Australians want to visit regional areas, the attractions may not be strong enough to drive regional visitation when considered against international travel options.

4.115The Australian Government and local and state governments can assist in building supply by continuing to streamline planning and development regulations, and prioritising labour and skilling policies that encourage workers into regional areas. The Committee believes tourism businesses in regional communities must work individually and collectively across locations to together build a greater mix of quality experiences that appeal to an array of visitors. The Committee also encourages tourism training provers to provide more accessible and targeted training to regional tourism operators, particularly First Nations businesses, to build skills and capacity within individuals and regional communities and improve the quality, management and promotion regional tourism offerings.

4.116The Committee was concerned to hear regularly about the low quality of some accommodation and other tourism assets in regional and areas. In some areas, the Committee also heard tourism business owners express fear and uncertainty about the sustainability of their businesses and the flow on implications for their employees and communities. Ongoing investment by governments at all levels in enabling infrastructure and services, such as aviation, roads and rail to facilitate efficient movement of visitors not only supports regional communities and tourists, but can drive private investment into new and refreshed tourism infrastructure that will encourage increased visitation. The Committee sees a clear role for the Australian Government to co-invest in regional tourism stock to support this vital industry and Australian regional communities.

4.117The Committee firmly believes improving aviation access into regions is crucial to growing regional tourism, including First Nations tourism, nature-based tourism and agritourism. Limited services and the high cost of flights into the regions are significant impediments to higher regional visitation. While decisions on which routes to fly and pricing are ultimately for airlines to make, governments can enable greater supply and competition through policy settings and improving air infrastructure. The Committee was pleased to see the aviation reforms recently announced by the Australian Government to enable greater domestic airline competition including into the regions (see Chapter 5) and encourages the Australian Government to explore more opportunities for regulatory reform in aviation with the implementation of its Aviation White Paper.

4.118The potential offered by nature-based tourism was apparent to the Committee. However, it was also apparent that opening up National Parks and other protected areas to increased visitations brings risk of environmental degradation. The Committee believes it vital that governments lead development of nationally consistent standards for businesses operating in protected areas, noting there are already solid global standards and existing programs which can be drawn from.

4.119The Committee was also struck by the need for more direction from governments and action by businesses to address the dispersal challenge, and to better understand and increase demand from international markets into regions within and around Australia. This can be facilitated by improved coordination between all levels of government, regional tourism bodies and business for both destination planning and destination marketing, as well as between the Australian Government and the governments of neighbouring countries, including New Zealand. This could be achieved through a ‘bottom up’ approach, with regions providing greater input into planning, development and marketing facilitated by planning tools, communications mechanisms and governance structures. Such an approach could be taken to further develop opportunities for nature-based tourism and agritourism.

4.120The Committee also expects many of the challenges outlined above are also relevant to peri-urban areas. As such, the Committee considers it appropriate that Tourism Australia and Austrade take steps to determine the extent to which these recommendations may also apply in such areas.

Market diversification

4.121The Committee notes the significant economic and cultural benefits of increasing the number and source of international visitors to Australia. The Committee agrees there was cause for concern regarding market concentration that built up over the decade to 2019, with over a quarter of Australia’s international tourism earnings coming from one country – China. The Committee believes pursuing a greater number of markets will help diversify the sector, reducing risk should particular markets decline.

4.122The Committee commends the industry and governments for striving to achieve a broader portfolio and more balanced mix of international markets through Austrade’s forthcoming International Diversification Strategy.

4.123The industry must be prepared to provide the products and services that will be expected by visitors from countries Australia chooses to target. The Committee encourages governments and industry to ensure these issues are also addressed in the International Diversification Strategy.

Other opportunities

4.124The Committee notes the growing demand for sustainable travel. While it is vital to maintain natural attractions for the future of the tourism sector, it is also critical the sector plays its part in mitigating climate change and is environmentally responsible. The protection of natural and cultural assets is intrinsically linked to the future success and sustainability of the tourism sector.

4.125Australia is already viewed as a world leader on sustainability in tourism. This position must be maintained. Efforts in this regard are even more crucial given impediments for large and remote countries, including from ‘flight shaming’. The Committee was persuaded that there is a strong need for a consistent national standard and certification system to encourage and guide the implementation of sustainable practices. This would also provide visitors certainty regarding the sustainability credentials of operators.

4.126The Committee acknowledges the value of events, including business events, to the tourism sector, regional economies, and the Australian economy. The Committee encourages stakeholders to continue their work and collaboration to drive event visitation from both domestic and international participants. Governments and the events sector should consider strategies and promotional activities that highlight steps the sector is taking to minimise the environmental impacts of events.

4.127With an ageing population in Australia and a significant percentage of the population living with disability, the Committee commends industry and government efforts to make tourism more accessible. The Committee encourages tourism businesses to continue exploring and improving ways to allow increased and respectful engagement of this part of the population with tourism experiences that are open to the wider public. In addition to being more inclusive, this opens tourism businesses up to a significantly sized potential market. The Committee also acknowledges the other benefits that can arise from growing this sector, including through employment opportunities for those with a disability and greater social inclusion.

Recommendations

4.128The Committee recommends that Austrade develops, in consultation with Tourism Australia, State Tourism Organisations and Regional Tourism Organisations, a Regional Dispersal Strategy to drive greater domestic and international visitation into more of Australia’s regions.

4.129The Committee recommends that tourism training providers make training more accessible for regional tourism operators, particularly through culturally appropriate partnership with First Nations businesses, in order to support innovation.

4.130The Committee recommends that the Australian Government supports the sustainability of the tourism sector in regional communities, and the development of both accommodation and attractions in regional areas.

4.131Where appropriate, the Australian Government should consider incentives to promote development, co-investment in tourism stock and other mechanisms to promote development in regional areas.

4.132The Committee recommends that the Australian Government, in the context of implementing the Aviation White Paper, prioritises policies that will achieve more accessible and affordable regional air access for travellers across Australia.

4.133The Committee recommends that in developing its International Diversification Strategy, Austrade includes actions that build industry capability to meet the needs of visitors coming from the new markets identified in the Strategy.

4.134The Committee recommends Austrade supports industry to develop and implement national standards and certification systems to promote best practice and deliver quality service outcomes for identified sectors. These standards should be aligned with global standards where applicable. The Committee recommends that Austrade and industry consider the following sectors as priorities for standards development:

• sustainable practices within the tourism sector; and
• tourism activities in national parks and other protected areas, including Indigenous Protected Areas.

4.135The Committee recommends the Australian Government prioritise the development of policies which improve regional transport and infrastructure, in coordination with state and local governments.

4.136The Committee recommends that the Australian Government considers the expansion of first-point-of-entry status for ports, in order to promote access to regional tourism.

4.137The Committee recommends the Australian Government engage with the government of New Zealand and the governments of other neighbouring countries to develop and implement innovative initiatives and opportunities to encourage tourists to visit multiple countries in the region; for example joint visa offerings.

4.138The Committee recommends that the Australian Government works with states and territories to support the promotion of regional tourism initiatives through effective marketing, improving transport linkages, streamlining regional development and providing incentives for investment.

4.139This should be informed by enhanced destination management plans developed by state and territory governments in collaboration with regional tourism operators

4.140The Committee recommends the Australian Government seeks opportunities to promote nature-based tourism and agritourism in combination with developing policies directed at enhancing international tourism to regional areas, including through streamlining approval processes with state and national parks and the Environment Protection and Biodiversity ConservationAct1999 (Cth).

4.141The Committee recommends the Australian Government works with State and Regional Tourism Organisations to promote the inclusion of people with a disability in the tourism sector, including through inclusion on national and state tourism organisation boards.

Footnotes

[1]Australian Trade and Investment Commission (Austrade), Submission 73, p. 21.

[2]See NSW Government, Peri-urban areas, undated, https://www.movementandplace.nsw.gov.au/design-principles/supporting-methods/place-contexts/peri-urban-areas, viewed 24 September 2024 and Department of Infrastructure, Transport, Regional Development, Communication and the artist, Updated definition of peri-urban fringe definition, 5 July 2024, https://www.infrastructure.gov.au/department/media/publications/updated-definition-peri-urban-fringe-definition, viewed 24 September 2024.

[3]South Australian Tourism Commission (SATC), Submission 23, p. [5].

[4]Tourism Australia (TA), Consumer Profiles, undated, https://www.tourism.australia.com/en/insights/consumer-research/consumer-profiles.html, viewed 7 June 2024.

[5]See for example SATC, Submission 23, p. [2]; and Tourism and Transport Forum (TFF), Submission 11, p. 2.

[6]Austrade, Submission 73, p. 21.

[7]Mrs Margy Osmond, Chief Executive Officer, TFF, Committee Hansard, 2 March 2023, p. 39.

[8]Austrade, Submission 73, p. 21.

[9]Austrade, Submission 73, p. 21.

[10]Austrade, Submission 73, p. 21.

[11]Tourism Research Australia (TRA), Austrade, The Beach, Bush and Beyond: Understanding Regional Dispersal of Australian Tourists, October 2019, p. 3.

[12]Austrade, Submission 73, p. 38.

[13]Mr Tim Booth, Chief Executive, Mudgee Region Tourism, Committee Hansard, 26 June 2023, p. 38.

[14]Dr Gabby Walters, Associate Professor in Tourism, University of Queensland, Committee Hansard, 17 May 2023, p. 38.

[15]Mr Shaun de Bruyn, Chief Executive Officer, Tourism Industry Council of South Australia (TICSA), Committee Hansard, 20 February 2024, p. 31.

[16]TRA, Austrade, State of the Industry: Australia’s tourism sector in 2023, 14 June 2024, p. 44, https://www.tra.gov.au/en/economic-analysis/state-of-the-industry, viewed 17 June 2024.

[17]Australian Tourism Export Council (ATEC), Submission 44, p. 4.

[18]Australian Regional Tourism (ART), Submission 41, p. 3.

[19]Mr Danial Rochford, Chief Executive Officer, Tourism Central Australia, Committee Hansard, 17 April 2024, p. 25.

[20]Mr Evan Hall, Chairperson, Australian Tourism Industry Council (ATIC), Committee Hansard, 13 September 2023, p. 7.

[21]Dr Gabby Walters, Associate Professor in Tourism, University of Queensland, Committee Hansard, 17 May 2023, p. 41.

[22]Ms Nerida Sweetapple, General Manager, Orange360, Committee Hansard, 26 June 2023, p. 19.

[23]Austrade, Submission 73, p. 22.

[24]Mr Evan Hall, Chairperson, ATIC, Committee Hansard, 13 September 2023, p. 4.

[25]Australian Capital Territory (ACT) Government, Submission 51, pages [2 and 4].

[26]ATEC, Submission 44, pages 4–5.

[27]SATC, Submission 23, p. [2].

[28]Mr Sean Haylan, General Manager, Destination Central West NSW, Committee Hansard, 26 June 2023, p. 13.

[29]Mr Robert Taylor, Chief Executive Officer, Western Australian Indigenous Tourism Operators Council (WAITOC), Committee Hansard, 22 August 2023, p. 17.

[30]Regional Development Australia Kimberley (RDA-K), Submission 116, pages 2–3.

[31]Mrs Jan McCormick, Chief Executive Officer, Major Events Gold Coast, Committee Hansard, 17 May 2023, p. 32.

[32]Mrs Jan McCormick, Chief Executive Officer, Major Events Gold Coast, Committee Hansard, 17 May 2023, p. 32.

[33]ART, Submission 41, p. 3.

[34]Mr John Hart, Executive Chair, Tourism, Australian Chamber of Commerce and Industry (ACCI), Committee Hansard, 8 March 2023, p. 3.

[35]Ms Rachelle Robb, Director, Corporate and Commercial Services, Orange City Council, Committee Hansard, 26 June 2023, p. 18.

[36]Mr Tim Booth, Chief Executive, Mudgee Region Tourism, Committee Hansard, 26 June 2023, p. 41.

[37]City of Geraldton, Submission 133, p. [3].

[38]RDA-K, Submission 116, p. 2.

[39]SATC, Submission 23, p. [5].

[40]SATC, Submission 23, p. [3].

[41]Mr Keith Williams Director, Development Services, Shire of Broome, Committee Hansard, 21 August 2023, p.9

[42]Mr Bill Tatchell, CEO, Australia’s North West Tourism, Committee Hansard, 21 August 2023, p.9

[43]Mr Keith Williams Director, Development Services, Shire of Broome, Committee Hansard, 21 August 2023, p.15.

[44]Mr Robert Taylor, CEO, Western Australian Indigenous Tourism Operators Council, Committee Hansard, 22August2023, p. 17.

[45]Mr Ashley Munn, Owner and Chief Executive Officer, Air Kimberley, Committee Hansard, 21 August 2023, p.19.

[46]Austrade, Submission 73, p. 15.

[47]ATEC, Submission 44, p. 5.

[48]See for example Mr Paul Seaman, Chair, Visit Northern Tasmania, Committee Hansard, 1 May 2024, p. 25 and Mayor Mathew Garwood, Mayor, City of Launceston, Committee Hansard, 1 May 2024, p. 32.

[49]Mr James Goodwin, Chief Executive, Australian Airports Association (AAA), Committee Hansard, 29 March 2023, p. 2.

[50]ATEC, Submission 44, p. 4.

[51]TA, Submission 60, p. [22]; TA, Submission 60.1, p. [3].

[52]Austrade, Submission 73, p. 22.

[53]TRA, Austrade, The Beach, bush and beyond: understanding regional dispersal of Australian tourists, October 2019, p. 4.

[54]Ms Emma Terry, Chief Executive, SATC, Committee Hansard, 20 February 2024, p. 27.

[55]Ecotourism Australia (EA), Submission 117, p. 4.

[56]TA, Submission 60, p. [19].

[57]Mrs Margy Osmond, Chief Executive Officer, TTF, Committee Hansard, 2 March 2023, p. 38; and TTF Submission 11, p. 2.

[58]EA, Submission 117, p. 3.

[59]EA, Submission 117, p. 7.

[60]EA, Submission 117, p. 9.

[61]Australian Outdoor Industry, Submission 31, pages [4 and 6].

[62]ART, Submission 41, p. 2.

[63]ACCI, Submission 80, p. [4].

[64]Airbnb, Submission 56, p. 5.

[65]ATEC, Submission 44, p. 3.

[66]Austrade, Submission 73, p. 17.

[67]Austrade, Discussion Paper: International Diversification Strategy for the Visitor Economy, 2023, p. 3, https://www.austrade.gov.au/en/how-we-can-help-you/working-groups-and-engagement/international-diversification-strategy-for-australias-visitor-economy, viewed 19 June 2024.

[68]Austrade, Submission 73, p. 17.

[69]Austrade, Submission 73, p. 37.

[70]Austrade, Submission 73, p. 35.

[71]Austrade, Opportunities for the Visitor Economy, June 2021, p. 48.

[72]Austrade, THRIVE 2030: The Re-Imagined Visitor Economy. A national strategy for Australia’s visitor economy recovery and return to sustainable growth 2022-2030, March 2023, p. 74, https://www.austrade.gov.au/en/news-and-analysis/publications-and-reports/thrive-2030-revised-the-re-imagined-visitor-economy-strategy, viewed 28 May 2024.

[73]Austrade, Submission 73, p. 2.

[74]Austrade, Discussion Paper: International Diversification Strategy for the Visitor Economy, 2023, p. 3 https://www.austrade.gov.au/en/how-we-can-help-you/working-groups-and-engagement/international-diversification-strategy-for-australias-visitor-economy, viewed 19 June 2024.

[75]Ms Elannah Strathearn, General Manager, Marketing, Tourism Tropical North Queensland, Committee Hansard, 15 August, p. 18.

[76]ATEC, Submission 44, p. 3.

[77]Ms Ninielia Mills, Chief Executive Officer, Nyamba Buru Yawuru, Committee Hansard, 21 August 2023, p. 2.

[78]Mr Tim Booth, Chief Executive, Mudgee Region Tourism, Committee Hansard, 26 June 2023, p. 43.

[79]ACT Government, Submission 51, pages 2 and 5.

[80]TTF, Seamless Trans-Tasman border is first step to quicker, easier travel, 24 July 2023, https://www.ttf.org.au/seamless-transtasman-border-first-step/, viewed 19 June 2024.

[81]Austrade, Submission 73, p. 22.

[82]Queensland Tourism Industry Council (QTIC), Submission 39, p. 3.

[83]Austrade, Submission 73, p. 23.

[84]Department of Foreign Affairs, Defence and Trade (DFAT), Submission 63, p. 2; see also Austrade, Submission 73, pages 22–23.

[85]AAA, Submission 76, p. 5.

[86]Australian Federation of Travel Agents (AFTA), Submission 92, p. 17.

[87]Broome Chamber of Commerce and Industry Inc (BCCI), Submission 115, p. 7.

[88]TTF, Submission 11, p. 3.

[89]Austrade, Sustainable tourism, undated, https://www.austrade.gov.au/en/how-we-can-help-you/programs-and-services/thrive-2030-strategy/sustainable-tourism, viewed 5 April 2024.

[90]Austrade, Submission 73, p. 20.

[91]Austrade, Submission 73, pages 18–19.

[92]EA, Submission 117, p. 2.

[93]Booking.com, Sustainable Travel 2024, April 2024 https://www.sustainability.booking.com/_files/ugd/6b9913_6659f345409e498491ba8ef987fb13e1.pdf, viewed 20 June 2024.

[94]World Economic Forum, Travel and Tourism Development Index 2024 Insight Report, May 2024, pages 11 and 35, https://www3.weforum.org/docs/WEF_Travel_and_Tourism_Development_Index_2024.pdf, viewed 16 July 2024.

[95]Ms Elissa Keenan, Chief Executive Officer, EA, Committee Hansard, 15 August 2023, p. 18.

[96]TFF, Submission 11, pages 2 and 3; see also Mrs Margy Osmond, Chief Executive Officer, TTF, Committee Hansard, 2 March 2023, p. 45.

[97]Austrade, Submission 73, p. 21.

[98]Austrade, National Sustainability Framework for the Visitor Economy,24 November 2023, p. 5, https://www.austrade.gov.au/en/news-and-analysis/publications-and-reports/national-sustainability-framework-for-the-visitor-economy, viewed on 16 July 2024.

[99]SATC, Submission 23, p. [2].

[100]Ms Elannah Strathearn, General Manager, Marketing, Tourism Tropical North Queensland, Committee Hansard, 15 August 2023, p. 18.

[101]SATC, Submission 23, p. [2].

[102]Mrs Margy Osmond, Chief Executive Officer, TTF, Committee Hansard, 2 March 2023, pages 43, 45, 47 and 48.

[103]Singapore Airlines (SIA) Group, Submission 128, p. [2].

[104]SIA Group, Submission 128, p. [3].

[105]EA, Submission 117, p. 6.

[106]Ms Elissa Keenan, Chief Executive Officer, EA, Committee Hansard, 15 August 2023, p. 21.

[107]EA, Submission 117, p. 2.

[108]Tasmanian Government, Submission 67, p. 1.

[109]Business Events Council of Australia (BECA), Submission 64, p. [1].

[110]BECA, Submission 64, p. [2].

[111]Austrade, TRA, State of the Industry Australia’s tourism sector in 2023, 14 June 2024, p. 41, https://www.tra.gov.au/en/economic-analysis/state-of-the-industry, viewed 17 June 2024.

[112]Austrade, Submission 73, p. 9.

[113]BECA, Submission 64, pages [1 and 2].

[114]Austrade, Opportunities for the Visitor Economy, June 2021, p. 70.

[115]BECA, Submission 64, pages [3].

[116]Austrade, Submission 73, p. 9.

[117]Destination Gold Coast, Submission 14, p. [3].

[118]Austrade, Submission 73, p. 9; AAA, Submission 76, p 5; QTIC, Submission 39, p. 3; and Victorian Chamber of Commerce and Industry (VCCI), Submission 58, p. [4]. See also Destination Gold Coast, Submission 14, p. [2]; TTF, Submission 11, p. 2; Ms Emma Terry, Chief Executive, SATC, Committee Hansard, 20 February 2024, p. 27.

[119]Mrs Jan McCormick, Chief Executive Officer, Major Events Gold Coast, Committee Hansard, 17 May 2023, p. 30.

[120]TFF, Submission 11, p. 2.

[121]Councillor Jason Hamling, Mayor, Orange City Council, Committee Hansard, 26 June 2023, p. 22.

[122]Mr Tim Booth, Chief Executive, Mudgee Region Tourism, Committee Hansard, 26 June 2023, p. 45.

[123]Airbnb, Submission 56, pages 6–7.

[124]TA, Submission 60, p. [13].

[125]TA, Submission 60, p. [13].

[126]BECA, Submission 64, p. [3].

[127]TRA, Austrade, Travellers with accessibility needs in Australia, May 2024, p. 4, https://www.tra.gov.au/content/dam/austrade-assets/global/wip/tra/documents/travellers-with-accessibility-needs-in-australia.pdf, viewed 16 July 2024.

[128]TRA, Austrade, Travellers with accessibility needs in Australia, May 2024, p. 3, https://www.tra.gov.au/content/dam/austrade-assets/global/wip/tra/documents/travellers-with-accessibility-needs-in-australia.pdf, viewed 16 July 2024.

[129]QTIC, Submission 39, p. 3.

[130]QTIC, Submission 39, p. 3.

[131]EA, Submission 117, p. 10.

[132]Tasmanian Government, Submission 67, p. 2.

[133]Austrade, THRIVE 2030: The Re-Imagined Visitor Economy. A national strategy for Australia’s visitor economy recovery and return to sustainable growth 2022 to 2030, March 2023, pages 50 and 81, https://www.austrade.gov.au/en/news-and-analysis/publications-and-reports/thrive-2030-revised-the-re-imagined-visitor-economy-strategy, viewed 20 September 2024.

[134]Austrade, The WELCOME Framework, May 2024, https://www.austrade.gov.au/content/dam/austrade-assets/global/wip/austrade/documents/the-welcome-framework.pdf, viewed 16 July 2024.