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Tourism: one of Australia’s five ‘super-growth’ industries

October 10, 2013 Destination Global, Headline News 1 Comment Email Email

egtmedia59Tourism Australia and the Australian Tourism Export Council (ATEC) have each welcomed a new report by Deloitte Access Economics, highlighting the key role tourism can play in Australia’s future economic growth.

The report (Building the Lucky Country series, Positioning for prosperity? Catching the next wave) has identified tourism as one of five ‘super-growth’ industry sectors which will help drive Australia’s prosperity over the next two decades.

Tourism Australia managing director Andrew McEvoy said it was good to see the Australian tourism industry being recognised as an important driver of opportunity and economic growth, both now and into the future. Sidebar LBH 250x250

“As this report acknowledges, our industry already has a long-term strategy which has momentum and which is working. Tourism 2020 provides a blueprint for growing visitor numbers and visitor spending, by targeting those international markets that will drive future growth. Asia is critical to these plans, and I’m pleased to say we already have long-term strategic plans already in place for two of the region’s most important inbound markets, China and India.

ATEC managing director, Felicia Mariani, added that the report “tells us what the tourism industry has known for a long time – the tourism economy is a huge contributor and has the potential to grow even further.”

McEvoy said Tourism Australia agreed that the success and long-term sustainability of Australian tourism required more than just effective marketing campaigns.

“We also require physical investment in tourism infrastructure, particularly hotel stock, as well as improved air links and increases in aviation capacity. These are certainly challenges which are high up on our list of priorities and areas upon which we are heavily focused,” McEvoy said.

Tourism is Australia’s largest service export, generating AUD 96 billion in spending from both international and domestic tourists, and contributing AUD 41 billion (2.8%) in GDP. More than half a million people are directly employed within Australian tourism and a similar number indirectly.

Deloittes’s new report looks into the growth opportunities over the next 20 years provided by the next phase of Asia’s economic boom.

The report identifies highlights tourism as one of five ‘super sectors’ which will derive greatest benefit from Asian growth. Making the most of these sectors can deliver a AUD 250 billion boost to the Australian economy.

“Today’s Overseas Arrivals figures make the Asian growth story clear, with annual increases of between 6.5% for Malaysia and 7% for Indonesia, almost 10% for Singapore and a very healthy 14% for China – and we are seeing long-term consecutive results,” Mariani noted.

“Of most significance is the yield from these markets which, in the case of China, is growing at an enormous rate that will see this market worth upwards of AUD 7.4 billion a year by 2020.”

Mariani said the Deloitte report provided an important reminder to both government and industry on the importance of investing in the future.

“Here we have a clearly identified opportunity, a report that provides us with a vision of the future.  Now is the time to invest in that future by ensuring our tourism industry is well equipped to meet the demands of the Asian visitor of the future.

“ATEC has already recognised these opportunities and is providing the industry with some of the tools they will need to fully benefit from the Asian market including the Welcoming Chinese Visitor’s program that helps tourism businesses build their business capacity through a comprehensive, step-by-step program of education and accreditation.

“Being ‘service ready’ is a critical component in meeting the needs of Asian visitors, but being ‘product ready’ and then ‘sales ready’ are also crucial streams of learning for Australia in successfully connecting with our international markets, including Asia.

Ms Mariani said ATEC was keen to work with the new Federal Trade Minister, Andrew Robb, in building a future ready tourism industry and welcomed the inclusion of the industry in the Trade portfolio.

“This report is clear and positive acknowledgement of the importance of tourism and we are pleased the new Abbott Government has recognised the tourism industry as a central plank of Australia’s export offering.”

Edited by : Peter Needham

Currently there is "1 comment" on this Article:

  1. Mark Cameron says:

    Why for the first time in 40 yrs has the Federal government not appointed a dedicated Minister for Tourism ??

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