Opening our doors to a new generation
Lachlan Smirl discusses how to catch the tourism wave
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.
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:
National Leader, Tourism
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