The Jackson Report On behalf of the Steering Committee: Informing the National Long-Term Tourism Strategy

The Jackson Report On behalf of the Steering Committee: Informing the National Long-Term Tourism Strategy Report

  • Author(s): National Long-Term Tourism Strategy Steering Committee,
  • Published: 2009
  • Publisher: Commonwealth of Australia

Abstract: For too long Australia’s tourism industry has been complacent. Now it faces major challenges. On top of these, the length and severity of this global downturn may also seriously harm the short-term outlook for the industry. Its long-term future is by no means assured. With this report the Steering Committee is looking to build a platform for a vibrant and sustainable tourism industry that can increase the prosperity and resilience of our national economy. The aim must be to build on the strength and resilience that the industry has demonstrated, so that it has the capacity to thrive and generate further economic gains for Australia in the face of an intensely competitive environment and the potential for further external shocks to impact on the industry. This will only be achieved if industry and all levels of government come together to revitalise the industry and secure its future. It will not be enough for government and industry to pursue a ‘business as usual’ approach. Australia has a unique Indigenous culture, unrivalled landscapes, sophisticated cities and regions, and people renowned for their diversity and friendliness. Our starting point must be an appreciation of these competitive strengths and a determination to capitalise upon them over the long-term. Through the course of its deliberations, the Steering Committee has identified specific supply-side issues that must urgently be addressed to counter the Australian tourism industry’s relative decline. Only effective alignment between supply and demand-side strategies will deliver optimal long-term outcomes for the industry, and the Australian economy and community as a whole. The ten recommendations that follow represent the Steering Committee’s practical advice on measures to build a strong and sustainable Australian tourism future.

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Suggested Citation
National Long-Term Tourism Strategy Steering Committee,, 2009, The Jackson Report On behalf of the Steering Committee: Informing the National Long-Term Tourism Strategy, Report, viewed 17 August 2022, https://www.nintione.com.au/?p=4026.

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