Latest News

Back to Latest News back

 

ATEC calls for forward analysis in regional tourism

ATEC calls for forward analysis in regional tourism
April 12, 2011

Following the release of the latest Tourism Research Australia (TRA) report, Australian Tourism Export Council (ATEC) Managing Director, Felicia Mariani believes more analysis needs to be done to better understand the changing demands of our core markets.

TRA's The Economic Importance of Tourism in Australia's Regions report shows the economic importance of the tourism industry to a region was not determined by the size of its tourism industry, with economies dependent on tourism vulnerable to unexpected shocks that can impact the entire local community.

Accepting that the report provides valuable information on where the industry has come from Mariani stated that "the report shows the economic importance of tourism is highest in Central NT, Phillip Island, the Whitsundays, Snowy Mountains and the West Coast of Tasmania.

"These examples highlight the need to improve infrastructure and connectivity to ensure the tourist dollar can easily connect with these areas and that these locations can provide the products and experiences tourists want when they get there."

Mariani believes that the TRA report shows our major and capital cities are taking the lion's share of tourism expenditure, but rank the importance of the tourism industry to their overall economy at the lower end of the scale.

"We can already see from high occupancy levels, and increasing room rates, that tourism visitation and expenditure in major cities is solid. Now we must focus on creating regional experiences that drives dispersal and allows these locations to achieve flow-on benefits from high demand in the gateway centres.

"Research and market analysis into understanding what experiences the consumers of tomorrow will be seeking - from both our traditional and new/emerging markets - a gap analysis of what experiences are missing to achieve this connection and sound destination management planning are all key elements to a successful tourism industry into the future."

Mariani said the NSW Government's recognition of the importance of regional tourism with a $5 million investment in developing tourism products was the kind of investment needed at a national level.

"It is vital we develop regional tourism plans to create real and lasting benefits for regional operators, allowing them to leverage the excess demand in our major cities for the benefit of regional areas.

"Creating new, high quality tourism experiences in regional areas is critical to ensuring both international and domestic tourists are enticed to look further and spread the tourism dollar widely across the country.

"While it is important to understand the detail of our tourism economy, we must do more research into where our industry is headed, what the market wants and where the opportunities lie in future so we can continue to successfully engage traditional markets while we grow new ones."

Image: The NSW Snowy Mountains.

Related Articles

24th January 2011 - New ATEC Managing Director takes the helm

10th December 2010 - ATEC Appoints New Board Members

27th October 2010 - New Managing Director for Australian Tourism Export Council

19th August 2010 - Tapping Into Health and Wellness Tourism


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

Aflex Inflatables

Aflex Inflatables are the leaders for obstacle courses, pool toys, waterparks and land-based watersides and fitness runs. They are industry leaders offering the widest range of pool, lake and beach…

read more

Aquatics / Play / Waterparks

 
 

Perfect Gym

Perfect Gym Solutions is a software as a service (SaaS) solution purpose-built to service the fitness industry, with over 1000 clients servicing over 2 million gym members across 40 countries making…

read more

Access / Fitness / Marketing / Recreation / Technology

 
 

Hydrocare Pool Services

Hydrocare Pool Services Pty Ltd offer 30 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…

read more

Aquatics / Attractions / Play / Recreation / Technology

 
 

COMMERCIAL AQUATICS AUSTRALIA

Commercial Aquatics Australia provides aquatic solutions nationwide and is one of the largest and most experienced companies specialising in the design, construction, renovation, service, maintenance…

read more

Aquatics / Design / Play / Waterparks

 
 

Pico Play

Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…

read more

Attractions / Consultants / Design / Recreation / Tourism

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

PlayRope

Playrope Aqua-Fun, are the Australian & New Zealand exclusive distributors for Vortex Aquatic Structures International, the world leader in aquatic playgrounds and urban water landscapes.…

read more

Aquatics / Attractions / Parks / Play / Recreation

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business