What Are The Secrets To Attracting The Top Inbound Markets?

Inbound tourism is Australia’s second largest export industry, with favourable macroeconomic conditions, low fuel prices and a depreciating dollar providing the ideal conditions for continued growth. But increasing awareness and stimulating tourism demand is a perennial challenge faced by Australia, which is hampered by the tyranny of distance and high costs relative to neighbouring destinations.

• Does Australia have the capacity and infrastructure to meet tourism demand? Is there an oversupply or undersupply of travel services?
• Are operators fully educated on how best to market and cater for inbound markets?
• What are the facilitation challenges and issues around border protection and visas?
• Does Australia have any competitive advantages that can be leveraged in its destination marketing efforts?
• What are the opportunities around regional dispersal of visitors?
• Raising brand awareness in the digital age – how is industry using data in a smarter ways to convert awareness into actual bookings?
• Can industry collaboration improve messaging and funding available to stimulate inbound markets?

Moderator: Tourism Futures International, Managing Director, Bob Cain
Panellists:

• South Australian Tourism Commission, Chief Executive, Rodney Harrex
• Tourism Australia, Managing Director, John O’Sullivan
• Tourism WA, Chairman, Nathan Harding