Now more than ever the industry needs to work together on long term goals, according to The Hon Jeff Kennett, because “tomorrow is always near”.

Speaking at the Australian Tourism Export Council’s annual conference in Sydney, Mr Kennett said it is vital for Australia to work out its assets as a destination as well as where it wants to be in terms of tourism over the coming years.

He explained that “maximum [tourism] benefits” can only be achieved by identifying our point of difference and marketing it with the future in mind.

“Whatever we do today is a waste of time if we don’t have a long term benefit,” Mr Kennett stressed.

As well as long terms goals, the former Victorian politician added that although Asia’s potential should not be down played, Australia’s future does not entirely rest in the region.

Mr Kennett told delegates to “not be swept off your feet" by talks of Asia's importance, because there is tourism potential in marketing to both Asia and traditional markets.

“I’m not saying we should down play Asia at all... [but] our future does not lie entirely in Asia.”