A new strategic approach aimed at doubling overnight expenditure for Australia’s tourism industry, from $70 billion to as much as $140 billion by 2020, has been unveiled at the inaugural Australian Tourism Directions Conference in Canberra today.
Speaking at the conference, Tourism Australia Managing Director, Andrew McEvoy revealed the details of the 2020 Tourism Industry Potential to improve the industry’s performance and competitiveness.
“Over the past decade global tourism has become much more competitive and this is affecting Australia’s share of the worldwide tourism market,” Mr McEvoy said.
“For Australian tourism to remain competitive we need to take a big picture approach that sees the industry focus on where it wants to be in the next decade.
“The 2020 Tourism Industry Potential is a rallying call to the Australian tourism industry and all levels of government to focus on increasing the returns generated by tourism.
“Through a shared common goal for Australian tourism we aim to grow overnight expenditure to as much as $140 billion by 2020, and with domestic day trips included to as much as $160 billion,” Mr McEvoy said.
The 2020 Tourism Industry Potential work is an initiative of Tourism Australia, with assistance from the Department of Resources Energy and Tourism, working across all levels of government and industry.
It follows the launch of the National Long Term Tourism Strategy, announced by the Minister for Tourism, the Hon Martin Ferguson AM MP, in December 2009 and the Jackson Report which identified the value of targets and goals for the industry.
Mr McEvoy said Tourism Australia’s role in delivering on the Potential was already underway.
“Our focus will be to continue to build demand for Australia’s tourism experience by focussing on a global consumer who is predisposed to Australia and spends more, and also working with industry to ensure investment and quality in products and experiences to meet their needs,” Mr McEvoy said.
“It will also mean strengthening aviation partnerships and continuing with a global markets strategy which also recognises the growing importance of the China market.”
The 2020 Tourism Industry Potential what it will mean:
- Increasing tourism’s contribution to GDP – from 2.6% to up to 3% in 2020.
- An increase in tax revenues from tourism – from $9.3 billion to $14.5 billion.
- Potential of between 40,000 and 70,000 rooms needed (at 75% occupancy rates) for the accommodation sector.
- Growth in aviation capacity – between 40% and 50% for international and between 23% and 30% for domestic.
- Jobs growth between 12% and 32% or 56,000 to 152,000 additional jobs.