Shocking racial attack may harm Australia’s inbound tourism industry.

Online footage of a drunken clash between a French women and Australian bus commuters which was picked up by global news sites may threaten Australia’s reputation as a welcoming destination, an expert has claimed.

Social media expert and author Laurel Papworth has claimed the already-languishing tourism industry in Australia is at risk from the revelations of social media.

“Social media is lifting up the rocks and showing what’s really happening underneath,” Ms Papworth said.

“Our reputation as being a light, friendly place to go for good times is changing and we have a darker soul we need to fight against, which is being highlighted by social media.”

According to Ms Papworth, Tourism Australia will have its work cut out for it.

“We just need a couple more of those kinds of videos on social media and we'll see a massive drop-off in tourists,” Ms Papworth said.

Tourism Australia managing director Andrew McEvoy denounced the racially offensive videos and insisted Australia was still a safe and viable destination for international visitors.

“Most Australians will utterly deplore these images which, as we all know, are not an accurate reflection of how Australians treat international visitors... the truth is that Australia is an extremely safe place to visit,” Mr McEvoy said.