Australia in its Regional Context:Tourism

Global Context• The United Nations World Tourism Organization

(UNWTO) estimates that between 1990 and 2009, international tourist arrivals worldwide increased at an average annual rate of 3.8 per cent. Between 1990 and 2008 international tourism receipts (excluding international transport) increased at an average annual rate of 7.3 per cent (in nominal terms).

• This growth was assisted by generally good global economic growth commencing in the mid-1990s, but was negatively impacted by a number of major international shocks between 2001 and 2003, disease outbreaks, and the global economic crisis.

World Figures

Inbound, outbound & domestic tourism

Tourism and Australia’s Economy

• $94 billion in spend, $34 billion to GDP• Over 500,000 directly employed in tourism,

almost 1 million (including indirect employment)• Largest services export industry, nearly 10% of

total export earnings• Key role in regional development and indigenous

employment• Every dollar spent in tourism generates 91cents in

other parts of the economy

Issues

• Is Sydney doing enough to attract Chinese tourists?

• Should we finance the growth of tourism industry through gambling?

• Should Australia turn its tourism focus to high-value, niche markets?

• What balance should be struck between developing wildernesses areas like the Barrier Reef or Tasmania’s forests and preserving them?

Resume of Australian Tourism Ads• ‘Shrimp on the barbie’https://www.youtube.com/watch?v=Xn_CPrCS8gs

• ‘Baz Luhrmann’s Australia’https://www.youtube.com/watch?v=odFJyKZNjNk

• ‘So where the bloody hell are you?’https://www.youtube.com/watch?v=Y-ZLr9ePuj8&feature=related

• ‘There’s nothing like it’https://www.youtube.com/watch?v=qpn6ijA8rrY&feature=related

• ‘Experience seeker’https://www.youtube.com/watch?v=_YDI35lOjnE&feature=channel&list=UL

TA’s 7 Experience Themes