Annual Report 2010-2011 - Tourism Australia
Annual Report 2010-2011 - Tourism Australia
Annual Report 2010-2011 - Tourism Australia
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2020 <strong>Tourism</strong> Industry Potential<br />
In December 2009, Minister for <strong>Tourism</strong> the Hon Martin<br />
Ferguson AM MP launched the National Long-Term <strong>Tourism</strong><br />
Strategy (NLTTS). <strong>Tourism</strong> <strong>Australia</strong> collaborated with the<br />
Department for Resources, Energy and <strong>Tourism</strong> within the<br />
scope of the NLTTS to identify opportunities for industry<br />
growth until 2020. The project, known as the 2020 <strong>Tourism</strong><br />
Industry Potential, was launched at the inaugural <strong>Tourism</strong><br />
Directions Conference (see page 20) in November <strong>2010</strong>.<br />
In <strong>2010</strong>/11, <strong>Tourism</strong> <strong>Australia</strong> focused on engaging<br />
stakeholders and developing strategic responses to the<br />
2020 <strong>Tourism</strong> Industry Potential. Its goal is to increase the<br />
value of overnight expenditure to the <strong>Australia</strong>n tourism<br />
industry, which at the end of 2009 was valued at $70<br />
billion. The initiative is working to increase this to between<br />
$115 billion and $140 billion; including day trips, total<br />
expenditure will be between $135 billion and $160 billion.<br />
The aim is to increase the value of<br />
overnight expenditure to the <strong>Australia</strong>n<br />
tourism industry to between $115 billion<br />
and $140 billion by 2020.<br />
Industry and government support<br />
To achieve this lift in performance, the 2020 <strong>Tourism</strong><br />
Industry Potential needs the participation of <strong>Australia</strong>n<br />
industry and governments. <strong>Tourism</strong> <strong>Australia</strong> conducted<br />
extensive consultation to gain support and advocacy<br />
before the Potential was launched.<br />
Prior to its launch, the <strong>Tourism</strong> Ministers’ Council<br />
committed to working towards achieving the 2020 <strong>Tourism</strong><br />
Industry Potential and recognised that NLTTS Working<br />
Groups would be important in implementing the project.<br />
Page 1 of The 2020 <strong>Tourism</strong> Industry Potential Industry brochure.<br />
A cohesive vision<br />
The 2020 <strong>Tourism</strong> Industry Potential provides a cohesive<br />
vision for the tourism industry and all levels of government<br />
to rally behind, and a unifying direction to improve<br />
performance and maximise growth opportunities.<br />
<strong>Tourism</strong> <strong>Australia</strong> adopted the aspirations of the new<br />
long-term strategy as goals for the organisation to 2020.<br />
Based on this long-term strategy, <strong>Tourism</strong> <strong>Australia</strong><br />
reorganised its structure to focus on global consumers and<br />
established a new Destination Development division to<br />
support tourism investment and aviation.<br />
12 2020 <strong>Tourism</strong> Industry Potential
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