Australia has a great tourism industry which remains viable, continues to grow strongly, and has significant opportunities ahead, ATEC Managing Director, Felicia Mariani said.
 
Responding to a speech by Tourism Australia’s Chairman, Geoff Dixon, at the Australian Institute of Company Directors Lunch today on the Gold Coast, Ms Mariani said she supported Mr Dixon’s positive outlook for the sector and the international perception of Australia as a highly desirable destination.
 
“Australia has, and continues to offer millions of international visitors a fantastic experience and, contrary to popular belief here, we are one of the most desirable destinations on earth,” Ms Mariani said.
 
“Geoff Dixon makes some excellent points in identifying negative claims about Australia’s tourism experience which are neither constructive, or useful for the future of our industry.
 
“Perception has a huge influence on reality and we need to stop talking this country down.”
 
Ms Mariani said Australia’s tourism sector needed to stop navel gazing and perpetuating negative commentary and to focus on the extraordinary opportunities offered by new and emerging markets.
 
“Australia is a great destination, there is nothing like it and we need to start celebrating that. There are millions of people in China, Indonesia and India just waiting to come and see the things we take for granted.
 
“We need to concentrate our energy on connecting these new markets to our products and ensure we can deliver just what they are looking for.
 
“Our challenge is to build an extensive understanding of new and emerging markets, adapt our product and deliver the kind of service they need to feel welcome – this is what will build and expand our international competitiveness.”
 
Ms Mariani welcomed initiatives by industry leaders such as Accor, who have built services that connect strongly with the Asian market.
 
“What the industry requires now is a research and development capacity that supports and enables smaller operators to get maximum advantage from these new markets and builds on what is already – in the main – an excellent visitor experience.”