The State of the Industry 2011
Tourism Research Australia has released its annual State of the Industry Report, a comprehensive analysis of the tourism industry within Australia that draws upon a range of industry and economic sources.
The report assesses the industry’s performance over the past year and builds upon last year’s inaugural report by introducing the Tourism Scorecard, a new tool for tracking tourism performance. The report is the second in the implementation of the Federal Government’s National Long-Term Tourism Strategy.
This year’s report displays a variance in performance across markets and sectors within the Industry and highlights some of the challenges that we are faced with, including decreased expenditure from international visitors and a steady increase in Australians travelling overseas on the back of the strength of the Australian dollar.
The objectives of the State of the Industry Report are to:
- Develop performance indicators to track progress and support strategic priorities of the National Long-Term Tourism Strategy;
- Provide a scorecard of rigorous industry metrics to guide the industry and Government to make informed investment, policy and marketing decisions, based on current supply and demand;
- Show how the tourism industry is positioned within the Australian economy;
- Highlight current and potential future trends to assist industry to align demand with future long-term tourism investment.
