Australia’s appeal to the overseas market must pick up to fill the void from the domestic market loss to overseas competitors, according to the industry expert Tony Charters.

 In conjunction with the Victoria Tourism Industry Council (VTIC), Mr Charters will discuss this call to action at the Tourism and Events Excellence (TEE) conference next week at the MCG in Melbourne.

According to Mr Charters, almost one in two Australians intend to take an overseas holiday in the next 12 months. 

Roy Morgan Research also reveals that almost nine out of 10 Australians intend to take a holiday in the next 12 months.  These figures indicate economic concerns are not the reason for stunting Australian’s interest in holidaying at home.

“As Australians become more experienced and savvy as international travellers, their appetite for exotic travel will increase,” Mr Charters said of the trend that has emerged in recent years and will only continue to grow.

“Australia is not a cheap destination, so the move to focus on Australia’s unique natural and cultural heritage, and attractive lifestyle and climate is sensible.”

Mr Charters questions if the industry is ready for the challenge of adapting to the targeted markets with the need for staff and guides with language skills from recognised new source markets and can the industry effectively gain marketing access to high end international travellers?

“Will governments support the structural readjustment required by the industry to adapt to this seismic shift?” Mr Charters concluded.