About Tourism 2020
On 6 December 2011 Tourism 2020 was released as an update to the National Long-Term Tourism Strategy.
Tourism 2020 was developed to respond to ongoing challenges and emerging opportunities for the Australian tourism industry.
Providing a framework for growth, Tourism 2020 will assist tourism businesses remain competitive into the future in a dynamic global environment.
Tourism 2020 integrates the National Long-Term Tourism Strategy's reform agenda with the growth aspirations of the 2020 Tourism Industry Potential.
Tourism 2020 refocusses and sharpens the emphasis on six identified areas that must be addressed to allow the tourism industry to achieve its maximum potential. These are:
- Grow demand from Asia, while maintaining investment of a balanced market portfolio
Renewed efforts will be taken to support the targeted strategies and campaigns initiated by Tourism Australia and state tourism organisations to convert new business in growing markets, particularly China and India.
- Build competitive digital capability
The roll out of the National Broadband Network and associated business support programs will provide tourism businesses with the opportunity to enhance their capability to promote their businesses and win new business online.
- Encourage investment and implement the regulatory reform agenda
Tourism Ministers have committed to pursue an ambitious regulatory reform agenda through 2012 and beyond to encourage new investment in tourism assets.
- Ensure tourism transport environment supports growth
Governments will pursue negotiations and encourage commercial operators to grow transport capacity, particularly airline capacity, to allow an increasing number of visitors to travel to and within Australia.
- Increase supply of labour, skills and Indigenous participation
Governments will implement new targeted strategies to address the significant labour and skills shortages that exist in particular areas of Australia.
- Build industry resilience, productivity and quality
The Australian Government will market and encourage the uptake of valuable support programs such as T-QUAL grants, the T-QUAL accreditation program, and Enterprise Connect to build business capability and therefore productivity and quality.
For more information about Tourism 2020 email firstname.lastname@example.org.