The Asia Century offers opportunity for Australian tourism

If Australia’s tourism industry is to fully engage the opportunities offered by Asia, the government needs a long-term plan, according to the Australian Tourism Export Council (ATEC).

ATEC managing director Felicia Mariani said current policy settings are hampering the industry to increase productivity and the government needs to move quickly and embrace regulatory reform that supports tourism growth.

Commenting on the fast paced China market, Ms Mariani said “it is becoming one of the most significant opportunities the tourism industry has seen in more than two decades – worth $3.5 billion annually and growing strongly year-on-year.”

The barriers the industry currently faces include the difficult investment and development environments mixed with international competition and a wage structure that is stifling the capacity of many businesses to keep their doors open.

Commenting that tourism was set to offer one of the greatest opportunities to the Australian economy, the managing director said “without proper support, we risk squandering this opportunity and the significant and growing input that the tourism economy can make to this nation.”

Businesses entering the various Asian markets are supported through the process of a set course by ATEC for developing the most comprehensive China Ready training program for the Australian tourism industry.

This program stretches beyond the boundaries of cultural awareness by providing tailored support that prepares businesses to enter the Chinese market affectively and with confidence.