You’ve just been appointed managing director of Tourism Australia – the peak global marketing arm responsible for selling the nation to the world’s prospective visitors, and no easy task either considering our geographic relation to most of the rest of the world.
But Australia doesn’t push them overseas because there’s not enough accommodation, and it’s all booked out in the school holidays. The little things matter, too – like interpretive signs on walking trails, telling visitors about the environment and history of the places they’re walking through. It’s something Australia does well but could roll out even further.
It’s time to recognise and push the idea that every day in Australia can bring joy, contentment and wonder without spending big. –Admittedly, as a tourism slogan, it might lack the punch of “Where the bloody hell are you?” or even the knockabout matey-ness of “Come and say g’day”, but we have something to work with here, because visitors to Australia – and indeed, visitors from Australia – should be travelling this wide brown land thinking about food.
And the secret to our success is regional dining. Stay with me here. I’m convinced that regional areas in Australia offer our finest gastronomic experiences, particularly for visitors. Even some Australians would be surprised at the quality of food and drink outside our big cities. And don’t forget those urban hubs, hotbeds of culinary talent that boast incredible diversity, where you can eat dim sum for breakfast, a Greek feast for lunch and Argentinian-style steak for dinner and wake the next morning and try three entirely new cuisines.
Our incoming tourist numbers also rely on conventions and meetings, and this may prove challenging in the future as corporations and businesses increasingly adopt corporate environmental and social responsibility targets. Rather than opening the gates to mass tourism, we need to attract quality over quantity, tourists who’ll stay, participate and spend money locally, whether that’s backpackers or wealthy travellers. We want all Australians to benefit from the exchange with visitors, not just some of us.
There are some amazing adventures and encounters of this type: Tribal Warriors’ Sydney Harbour Cruises and the Indigenous BridgeClimb Experience, Sand Dune Adventures’ quad biking in Port Stephens, for example are activities sought for their own sake offered with an Indigenous twist.
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