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Australia Updated Significant Achievements of Tourism 2020 Strategy
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A significant update to the National Long-Term Tourism Strategy - Tourism 2020, to enhance growth, resilience and competitiveness in Australia's $34 billion tourism industry has been announced by Australian Tourism Minister Martin Ferguson AM MP on December 6, 2011.
The Australian tourism industry and the government will have opportunities to work in partnership to make the most of the forecast increase in international and domestic visitor nights and strong growth in demand from Asia through the Tourism 2020 strategy.
"Tourism 2020 is about lifting productivity, innovation and quality by tapping into digital technology, increasing investment through regulatory reform, further expanding our transport capacity and focusing on labour, skills and Indigenous participation," Minister Ferguson said.
The update is to enhance growth, resilience and competitiveness in Australia's $34 billion tourism industry.
According to the Minister, fierce competition from overseas destinations, skills shortages at home, and the strong Australian dollar presented challenging trading conditions. However, "opportunities are on the horizon", with the emergence of Asian markets, such as China, India and Indonesia and new ways of reaching those markets, such as increased aviation capacity and growth in online marketing technology.
He believed that Tourism 2020 will sharpen Australia's competitive edge and deliver tangible benefits for Australian tourism businesses.
"The Asian century is ahead of us and Australia remains one of the top three most desired destinations in all markets promoted by Tourism Australia. One-in-five of Tourism Australia's marketing dollars will be spent in China to capitalize on the incredible growth coming out of that region" he added.
Tourism 2020 is considered as the next logical step in helping the industry to reach its full potential and met the goal of doubling overnight tourism expenditure "from $70 billion to as much as $140 billion by the end of the decade".
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