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Next waves: Tourism

Growth strategies for Australia

Opening our doors to a new generation

Lachlan Smirl discusses how to catch the tourism wave
[01:13 mins]

Get your copy of Positioning for prosperity? Catching the next wave

Why we can win

Brand Australia has long lauded its natural wonders, wide-open spaces, distinctive landmarks, fine food and wine, and sophisticated urban centres in order to lure foreign visitors. However, there is a lot more potential growth in the pipeline, with tourism projected to be among the world’s fastest growing industries. Even better, many of those new travellers will depart from Asia. China is already our second-biggest source of tourists and has the largest spend per visitor.

Positioning for prosperity?

To make the most of this potential growth wave, we need to ensure that the attractiveness of Australia’s unique tourism assets outweighs the limitations of our tourism industry.
The questions here are:

  • Do we have a truly national and shared vision for the future of our tourism sector?
  • Are we investing in the tourism infrastructure that Asian tourists will want?
  • Does the position of tourism within government need to be elevated?
  • Is there greater room for cooperation between industry and our three layers of government?
  • Could we be doing more to exploit the link between tourism and our other globally oriented industry sectors, such as education and financial services?

Talk to our experts

Lachlan Smirl, National Leader Tourism Lachlan Smirl
National Leader, Tourism
Tel: +61 3 9671 7567

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  • Tourism and Hotel Market Outlook Half yearly update 2013
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    Deloitte report July 2013 | 17 pages

Deep dive

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Download the 'Positioning for prosperity? Catching the next wave' infographic

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[03:20 mins]


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