Published Wednesday, 09 July, 2008 at 05:00 AM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
No more band-aids – Australian tourism needs policy shift
Australia must look to aviation, visa and tourism industry policy reforms if it is to remain competitive in a tough international tourism market Queensland Tourism Minister Desley Boyle said today.
Ms Boyle said while creative marketing will always play an important role in our activities Australia cannot afford to just make cosmetic changes.
“Through my recent meetings with Asian airlines and tourism wholesalers it was very clear the demand for Queensland and Australian holidays remains strong but this demand is being choked by accessibility issues,” Ms Boyle said.
“We are effectively reducing the size of our potential market by refusing cabotage to international airlines or making innovative changes like removed age restrictions on working holiday visas.
“Also high on the agenda is the need for national and consistent green accreditation of all tourism operations if we are to convince markets that visiting Queensland is environmentally sustainable.
“This is a new world for tourism and we can’t keep turning to marketing campaigns to solve the problems.”
Ms Boyle said that Australia – to most of the world – is a long haul destination.
“Long haul tourists need to be really motivated to book a holiday and the fact that many Americans, for example, only get two weeks annual leave makes it even more difficult,” she said.
“Markets such as North America could be further opened for Australia if working holiday visa age restrictions were relaxed.
“If you could offer the growing numbers of baby boomers with time on their hands working visas I am sure we would see a big increase in tourists coming to Queensland, and the would also assist with regional Queensland’s labour shortage.
“I have called for this reform for some months now.
“I have a pile of letters in my office from internationals aged 30 plus who said they would jump at the chance to come to Queensland if they could stay longer by doing some work.
“Everyone knows that tourism is doing it tough at the moment so there is no better time to make significant structural changes to secure industry’s future.
“The writing has been on the wall for a while with national and international visitor figures showing a shift in tourism markets.”
Ms Boyle said Federal Government reviews like the Aviation White Paper provided an opportunity for the tourism industry that must not be missed.
“The world is getting smaller and there is a lot of rhetoric out there about how Australia is a true international player yet we continue to have aviation and tourism policies that are short sighted and restrictive,” she said.
“There will always be things we can’t control like a strong Australian dollar and shockingly high oil prices but there are things we can.
“I can tell you there are a lot of Queenslanders particularly in the Tropical North and Whitsundays anticipating the outcomes of the Federal Government’s Aviation White Paper.”
Ms Boyle said Tourism Queensland and the State Government have been undertaking structural and operational reviews of the state tourism industry to make sure they are wisely positioned for the future.
“Tourism Queensland now has offices in all our major markets and is working tirelessly to build relationships with travel agents, airlines and tourists,” she said.
“Also high on the Queensland Government’s agenda is product renewal and structural change.
“The Queensland Government is currently supporting an industry led Tourism Network Review which will potentially deliver fewer but stronger and more competitive Regional Tourism Organisations.
“Region by region Tourism Investment and Infrastructure Plans are being developed to identify what future private and public projects are essential for the tourism future of Queensland,” she said.
Ends
Media contact: 3225 1005 or 0419 025 326
9 July, 2008
Ms Boyle said while creative marketing will always play an important role in our activities Australia cannot afford to just make cosmetic changes.
“Through my recent meetings with Asian airlines and tourism wholesalers it was very clear the demand for Queensland and Australian holidays remains strong but this demand is being choked by accessibility issues,” Ms Boyle said.
“We are effectively reducing the size of our potential market by refusing cabotage to international airlines or making innovative changes like removed age restrictions on working holiday visas.
“Also high on the agenda is the need for national and consistent green accreditation of all tourism operations if we are to convince markets that visiting Queensland is environmentally sustainable.
“This is a new world for tourism and we can’t keep turning to marketing campaigns to solve the problems.”
Ms Boyle said that Australia – to most of the world – is a long haul destination.
“Long haul tourists need to be really motivated to book a holiday and the fact that many Americans, for example, only get two weeks annual leave makes it even more difficult,” she said.
“Markets such as North America could be further opened for Australia if working holiday visa age restrictions were relaxed.
“If you could offer the growing numbers of baby boomers with time on their hands working visas I am sure we would see a big increase in tourists coming to Queensland, and the would also assist with regional Queensland’s labour shortage.
“I have called for this reform for some months now.
“I have a pile of letters in my office from internationals aged 30 plus who said they would jump at the chance to come to Queensland if they could stay longer by doing some work.
“Everyone knows that tourism is doing it tough at the moment so there is no better time to make significant structural changes to secure industry’s future.
“The writing has been on the wall for a while with national and international visitor figures showing a shift in tourism markets.”
Ms Boyle said Federal Government reviews like the Aviation White Paper provided an opportunity for the tourism industry that must not be missed.
“The world is getting smaller and there is a lot of rhetoric out there about how Australia is a true international player yet we continue to have aviation and tourism policies that are short sighted and restrictive,” she said.
“There will always be things we can’t control like a strong Australian dollar and shockingly high oil prices but there are things we can.
“I can tell you there are a lot of Queenslanders particularly in the Tropical North and Whitsundays anticipating the outcomes of the Federal Government’s Aviation White Paper.”
Ms Boyle said Tourism Queensland and the State Government have been undertaking structural and operational reviews of the state tourism industry to make sure they are wisely positioned for the future.
“Tourism Queensland now has offices in all our major markets and is working tirelessly to build relationships with travel agents, airlines and tourists,” she said.
“Also high on the Queensland Government’s agenda is product renewal and structural change.
“The Queensland Government is currently supporting an industry led Tourism Network Review which will potentially deliver fewer but stronger and more competitive Regional Tourism Organisations.
“Region by region Tourism Investment and Infrastructure Plans are being developed to identify what future private and public projects are essential for the tourism future of Queensland,” she said.
Ends
Media contact: 3225 1005 or 0419 025 326
9 July, 2008