Response to Draft Tourism Strategy

We welcome the Draft Tourism Strategy – 10 Year Plan and have submitted a response to the consultation. You can read our response HERE


The draft tourism strategy recognises the importance of Tourism to the growth of a strong regional economy, supporting communities and the important contribution that it makes to achieving the goals of the 10X Economic vision. The 10 year plan sets out a direction of travel for tourism and has addressed some of the key areas for focus and the barriers to growth.

As the industry continues to recover from the effects of the pandemic and the challenging economic environment, the strategy is critical to ensure that we are able to maximise opportunities, address the challenges facing the industry and deliver sustainable social and economic benefits.

We agree with the proposed Vision, Mission and Aim in principal however, further work is required on the Vision to create a more compelling, ambitious and inspiring strategy for the next 10 years. 

More clarity is required on the definition of the ‘value of tourism’ and how this will be measured. Value will need to be measured in a number of ways, as only measuring visitor spend from overnight trips will not provide the true value of tourism. Targets drive behaviour and it is important the aim drives actions to grow tourism in a sustainable way. The strategy recognises the need to focus on value over volume, better distribution over the year (increase shoulder season), regional spread and supporting growth of other sectors etc and this needs to be reflected in the overall aim

Other main points included:

  • Inclusion of Connectivity and Access as a key theme
  • More prominence to addressing the skills challenges faced by the industry
  • Promotion within international markets
  • Inclusion of a Governance, Accountability and Oversight framework
  • Funded delivery plan with timelines and responsibilities

We will continue to engage with the Department as the final version of the strategy is developed.