Tourism Australia managing director Andrew McEvoy has used a business breakfast to call for operators to set goals as a way of building profits and tourist numbers.
“We do not talk enough about what should happen in the next five years, 10 years, 20 years,” Mr McEvoy told a QTIC and UQ Business Breakfast on June 29.
This was important because infrastructure such as access for airlines and cruise-liners took at least 10 years to put into place, he said.
It came as Mr McEvoy spoke to more than 100 tourism operators gathered at the Brisbane Convention and Exhibition Centre about Tourism Australia’s new campaign, There’s Nothing Like Australia.
The breakfast was a joint initiative of the Queensland Tourism Industry Council and The University of Queensland’s School of Tourism.
Mr McEvoy said tourist destinations such as Brisbane, the Gold Coast, Cairns, Adelaide and Perth needed more infrastructure such as hotel rooms.
As more affordable airfares made Australia a cheaper destination for tourists, the numbers would increase and operators need to plan for this, he said.
“We will see growth. As economies grow and people feel good about life, outbound tourism grows,” Mr McEvoy said.
“We should set a better target than the (predicted) growth. We need an aspirational goal so the investors will come to build the infrastructure.”
The Tourism Forecasting Committee expected competitive airfares and an assumed world economic recovery to help increase international arrivals to Australia by 5.5 per cent in 2010 to 5.9 million.
International arrivals grew 3.5 per cent in the January to April period, compared with the same period last year.
Arrivals from Indonesia were up 25 per cent, while those from China were up 7 per cent, from the US were up 5 per cent and from New Zealand were up 2 per cent.
Mr McEvoy said there was still plenty of room to grow, especially with US tourists.
“Everyone tells you Americans want to go to Australia. In terms of actual travel, we are 25th. Americans go to France and Italy and the UK.
“But Australia will win. The world travels to experience a difference. Australia is that (difference) for people around the world. If you live in Amsterdam, Australia is different for you.”
Tourist operators needed to consider using this point of difference in such things as accommodation, Mr McEvoy said.
“Think about the distinct Australian accommodation style. We have an accommodation style all of our own. Africa has wildlife reserves. New Zealand has luxury lodges. We can have beautiful places that accentuate the natural settings. No-one else can own the outback.”
Media: Erik de Wit (0417 088 772)
