Reimagining the Visitor Economy report outlining our journey forward

Published on : Thursday, November 25, 2021

Today’s release of the Reimagining the Visitor Economy expert panel report provides a thorough outline of the challenges and opportunities ahead for Australia’s tourism industry.


The Australian Tourism Export Council (ATEC) has welcomed the report and congratulates the expert panel, led by Chair, The Hon Martin Ferguson AM, as a comprehensive review encapsulating Australian tourism’s position as it emerges from the COVID pandemic and enters a new world of international travel.

“We are pleased to see the report has comprehensively covered off on the major issues affecting our industry as well as some of the challenges the industry was already facing before the pandemic,” ATEC Managing Director Peter Shelley said.

“Issues such as the significant deficit in our workforce, which will be critical to the success of tourism’s recovery, have been highlighted as a major focus for government’s nationally and the need to build the pathway to success from marketing to air capacity, visas, renewed product offering and building business capability.”

Mr Shelley said ATEC was strongly supportive of the recommendation to place Australia’s indigenous heritage at the centre of the tourism industry.

“Now is an important time for our industry and governments, working collaboratively, to look at opportunities to build the tourism industry of the future and many of the recommendations outlined in the report have highlighted ways we can do this from greater digital capacity, a stronger focus on value over volume, better data collection and promoting our nature and cultural offerings.”

“It is refreshing to see recommendations to have the industry directly involved in helping to drive outcomes and ATEC is looking forward to working through the strategy both in the consultation stage and as a future contributor to industry collaboration processes.

“The crucial link between driving demand, distribution and conversion will be essential in ensuring the success of the strategy and our international tourism restart”

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