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The real picture is in stark contrast, and the
diverse and unique attractions of Australia, supported
by increasingly sophisticated infrastructure
and solidly promoted around the world, have
led to some of the highest growth rates in tourism
across the globe. Since the Second World War
tourism in Australia has emerged as a significant
economic, social and cultural activity. Rising real
incomes, increased leisure time, growing awareness
of tourism opportunities, rising mobility and
improvements in transportation, and shifts in tastes
have led to an upsurge in the quantity and quality
of tourism activities demanded by the Australian
population. At the same time, growing affluence in
many countries ± in particular, the emergence of
leisured classes in neighbouring parts of East and
South Asia ± relaxation of travel restrictions and
the easing of political tensions, along with declining
real costs and time involved in international
tourism, have seen Australia emerge as a popular
destination for foreign tourists. The industry now
generates export earnings which exceed those from
traditional exports such as coal, wool, wheat and
minerals.
One of the main reasons for the rapid growth in
Australia tourism in the past two decades, as
already noted, has been the desire of both domestic
and international tourists to experience at first
hand Australia's unique natural and cultural
environment. This is both an opportunity and
a challenge for the future development of tourism
in Australia, with a need to encourage a healthy
and growing industry in accordance with the
principles of ecological sustainability.
Despite a downturn in tourism activity in the
early 1990s �experienced worldwide), the number
of international visitors to Australia is predicted to
grow at an impressive rate into the next century,
reaching around 9 million by the year 2005. This
will translate into over $17 billion annually in
export earnings during a period when many of
Australia's staple export industries are in decline.
Between 1980 and 1995, visitor arrivals increased
by an average of 10 per cent a year, while tourism
export earnings grew in real terms by 12 per cent
annually. When coupled with domestic tourism, it
is predicted that in year 2005 about 160 million
tourist nights will be spent in Australia each year.
Japan remains the largest single source of
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international tourism to Australia, with close to
one million arrivals. Despite some lingering pockets
of anti-Japanese sentiment, this market is expected
to grow by a healthy 7 per cent per year. Other
Asian sources of tourists include Hong Kong,
Korea, Malaysia, Singapore, Thailand, Taiwan
and China. Visitors from North America,
New Zealand and Europe also contribute
strongly to this international volume. The staging
of the 2000 Olympics in Sydney and 2001
Federation celebrations should enhance Australia's
appeal as a destination.
The most favoured destinations within the
country are the major cities of Sydney and
Melbourne, followed by the Gold Coast near
Brisbane in southeast Queensland and the Great
Barrier Reef. The inland region, or `outback' as it
is known, is increasing in popularity as facilities for
tourists improve, transport is upgraded and a wider
variety of natural and cultural opportunities is on
offer. An interesting trend is the involvement of
more Aboriginal groups in tourism enterprises.
Indigenous tourism is fast establishing a recognised
role in Australian tourism, particularly in the
northern interior. Interest in Aboriginal culture is
strong, and commercial opportunities are being
developed in the sale of handicrafts, provision of
traditional foods �`bush tucker') and visits to
Aboriginal-managed national parks such as Kakadu
and Uluru.
In common with many parts of the world, a
strong interest is developing in nature tourism
or ecotourism in Australia. A National Ecotourism
Strategy has been formulated, complemented
by some initiatives at the state level. An international
research centre in ecotourism has been
established and a National Ecotourism Association
formed. A number of international conferences
have been organised, and strong moves are being
made towards a national ecotourism accreditation
scheme. This is important because the growing
demand for tourism based on Australia's natural
and cultural heritage is leading to a rapid
increase in the number of such operators and
establishments. This in turn places pressure
on sensitive environments and communities, including
indigenous groups. Tourism remains a
relatively unregulated activity in Australia, but
this may change as evidence grows for the need