Brand ‘Australia’ needs to streamline its story to the world, according to Tourism Australia chairman Geoff Dixon, who says the country can “no longer afford” to send out mixed messages.

Speaking at the Australian Tourism Directions Conference 2012 in Canberra, Mr Dixon explained the country’s success as a destination would require “lining up behind” the brand and establishing “one voice”.

“We can no longer afford, in such a competitive environment, to have a confused or disparate message when telling our story overseas,” he explained.

“Tourism Australia is a well resources national tourism organisation, but we can tell a much more powerful and consistent story if we align our efforts with those of the states and territories, the industry, airlines, and global distribution players.”