Tourism Futures Conference 2008

1. Tourism Futures Conference 2008 Industry Survey Findings Summary Report – May 2008

2. Methodology • Questionnaires were completed by individuals working in the Australian tourism industry. • The survey was conducted online as a self-completion questionnaire, with links to the survey distributed via email. • A total of 270 respondents completed the survey. • As an incentive to encourage participation, respondents were offered the opportunity to be entered into a prize draw for a 2-night holiday to Kingfisher Bay Resort.

3. Sample Composition Respondents belong to the following industry categories: • Tourism Operator (30%) • Local Government (12%) • University/TAFE/Other Academic (11%) • Regional or Local Tourism Organisation (8%) • State or Commonwealth Tourism Office (7%) • Other State Government Department (6%) • Industry Association (5%) • Consultant (5%) • Other Commonwealth Government Department (1%) • Other (15%)

4. Sample Composition Respondents lived in the following states and territories: • Queensland (29%) • New South Wales (27%) • Victoria (16%) • Western Australia (10%) • Tasmania (7%) • South Australia (5%) • Northern Territory (2%) • Australian Capital Territory (1%) • New Zealand (1%) • Other overseas country (1%)

5. Key Findings Top Five Challenges Facing the Australian Tourism Industry – Next Year Note: Figures include prompted responses only

6. Key Findings Top Five Challenges Facing the Australian Tourism Industry – Next 10 Years Note: Figures include prompted responses only

7. Key Findings Australia’s Top Five Competitive Advantages – Next Year Note: Figures include prompted responses only

8. Key Findings Australia’s Top Five Competitive Advantages – Next 10 Years Note: Figures include prompted responses only

9. Key Findings Australia’s Top Five Opportunities for Growth – Next Year Note: Figures include prompted responses only

10. Key Findings Australia’s Top Five Opportunities for Growth – Next 10 Years Note: Figures include prompted responses only

11. Key Findings Steps Taken towards Reducing Organisation’s Carbon Footprint Note: Multiple responses accepted

12. Key Findings Employment Issues Organisation faced in the Last Year Note: Multiple responses accepted

13. Key Findings Marketing Initiatives Australia should be undertaking to compete with Overseas Destinations • Promoting Australia’s uniqueness (76%) • Promoting Australia’s natural environment (74%) • Increasing co-ordination between government and private enterprise (46%) • Promoting Australia’s culture (44%) • Forming closer links and marketing co-operatively with New Zealand (36%) • Promoting iconic Australian brands/personalities (34%) • Forming closer links and marketing co-operatively with the South Pacific (24%) • Other (4%)

14. Comparisons by State • The remainder of this report compares survey responses across respondents’ state of residence. • Due to sample size constraints, comparisons are limited to: • Queensland residents (n=78), and • Residents of New South Wales or Victoria (n=117).

15. Comparisons by State Top Five Challenges Facing the Australian Tourism Industry – Next Year Note: Figures include prompted responses only

16. Comparisons by State Top Five Challenges Facing the Australian Tourism Industry – Next 10 Years Note: Figures include prompted responses only

17. Comparisons by State Australia’s Top Five Competitive Advantages – Next Year Note: Figures include prompted responses only

18. Comparisons by State Australia’s Top Five Competitive Advantages – Next 10 Years Note: Figures include prompted responses only

19. Comparisons by State Australia’s Top Five Opportunities for Growth – Next Year Note: Figures include prompted responses only

20. Comparisons by State Australia’s Top Five Opportunities for Growth – Next 10 Years Note: Figures include prompted responses only

21. Comparisons by State Steps Taken towards Reducing Organisation’s Carbon Footprint Note: Multiple responses accepted

22. Comparisons by State Employment Issues Organisation faced in the Last Year Note: Multiple responses accepted

23. Comparisons by State Top Five Marketing Initiatives Australia should be undertaking to compete with Overseas Destinations

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