Latest News

Back to Latest News back

 

Ecotourism leaders say Australia should focus on high-end tourism

Ecotourism leaders say Australia should focus on high-end tourism
October 11, 2012

Australian tourism operators cannot hope to compete on price with destinations in South-East Asia and should look to focus on high-value premium markets, according to Ecotourism Australia Chief Executive Kym Cheatham.

Speaking in advance of next weeks 2012 Global Eco Asia-Pacific Tourism Conference in Cairns, Cheatham said it was time to reinvent Australian tourism as the current model "is not working".

Cheatham believes attracting high-value visitors in order to develop a more profitable tourism industry should be Australia's focus, rather than just pursuing growth in visitor numbers, stating "the endless pursuit of growth in numbers is a hollow ambition, with mass tourism bringing profitless volume."

Cheatham said an alternative rests in high quality experiences founded on financially viable, environmentally sustainable and culturally responsible tourism products.

Backing this model, Cheatham points to the growing ecotourism industry across the Asia Pacific region, specifically in countries like Malaysia, Cambodia, Korea, Vietnam and Indonesia.

She adds "Australia is one of the most desired landscapes in the world, with unique native flora and fauna and an indigenous culture that resonates with visitors from around the globe."

Using South Africa as an example of a country that doesn't apologise for the cost involved in high quality safaris, Cheatham said Australia should be focussing on its unrivalled experiences for which people will be willing to pay a premium and which will bring a more profitable tourism industry.

Conference convenor and tourism consultant Tony Charters agrees that Australian industry leaders have been too focused on simply driving visitor numbers up, stating "there is the goal of doubling overnight visitor expenditure, which you could do by simply doubling the number of visitors, but there are several ways of skinning the cat.

"Ecotourism provides an opportunity to look at longer lengths-of-stay and higher average spends, which drives up revenue."

Charters said Australia could not compete on price with booming tourism destinations such as Bali and Thailand, adding "we pay our hospitality and construction workers and anyone else involved in tourism per day more than our competition pays their workers per month.

"We can never overcome that, so what we need to do is go back to the fundamentals of what makes an Australian holiday unique and worthwhile and appeal to a market that's looking for that."

Charters believes Tasmania and New Zealand were good examples of destinations which had marketed their eco-friendly credentials in recent years, stating "it has worked for Tasmania, and they have been pushing this consistently for 10 years.

"But it does take a consistent and dedicated approach ... it's sticking with a concept and building on it, not flipping from one idea to the next."

The 2012 Global Eco Asia-Pacific Tourism Conference, being held in in Cairns from 15th to 17th October 2012, will assemble nine ASEAN nations together with China, Japan, Korea, New Zealand and Australia to provide a high level briefing on how they are driving growth in ecotourism now and into the future.

For further information and to register contact 07 3012 9575, E: info@globaleco.com.auwww.globaleco.com.au

Image: Tony Charters

19th July 2011 - AUSSIE DOMESTIC TRAVEL ‘DYING OUT’: CHARTERS

9th November 2010 - ‘NO LEAVE, NO LIFE’ MAKES NO SENSE 

13th September 2010 - CABINET CHANGES BYPASS LEISURE BUT ELLIS IS ON THE MOVE 

23rd March 2010 - UPTURN IN DOMESTIC 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

The Jump Pad

The Jump Pad is a safe, flat inflatable made in a variety of sizes which can be used indoor or outdoor. From 3mx3m up to a whopping 9mx21m. Markets include Indoor and outdoor playgrounds, schools,…

read more

Attractions / Entertainment / Play

 
 

TICKETSERV

As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…

read more

Attractions / Entertainment / Events / Sport / Ticketing

 
 

Sportybots

We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…

read more

Fitness / Play / Recreation / Sport / Wellness

 
 

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

 
 

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

 
 

BioLab Australia Pty Ltd

BioGuard is Australia and New Zealand’s most trusted supplier of premium, innovative and affordable commercial water treatment systems and chemicals. BioGuard offers a comprehensive range of…

read more

Aquatics / Technology / Waterparks

 
 

GLADSTONE MRM

Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues

 
 

Yellowbox Lockers

Yellowbox is an Australian technology company that has developed smart locker technology operated through an app with a focus on experience for users and facility managers. Found at Beaches, Aquatic…

read more

Aquatics / Attractions / Entertainment / Retail / Security

 
 
 
 

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