In the financial year 2018–19, Australia generated $60.8 billion in direct tourism gross domestic product (GDP). This represents a growth of 3.5 per cent over the previous year –faster than the national GDP growth. Tourism also directly employed 666,000 Australians making up 5 per cent of Australia’s workforce; 44 cents of everytourism dollar were spent in regional destinations and tourism was Australia’s fourth largest exporting industry, accounting for 8.2 per cent of Australia’s exports earnings.
There are now more than 1.4 billion international travellers globally, spendingUS$1.5 trillion per year. In 2018-19, 9.3 million international visitors arrived in Australia, an increase of 3.0 per cent compared to the previous year. Australia is currently one of the highest yielding destinations in the world, with international visitors spending $44.6 billion in 2018-19 compared to the previous year, a growth of 5 per cent. And then Covid-19 hit;A public health issue first and foremost, Covid-19 presents shattering economic challenges to Australiaand the country’s tourism and hospitality industry was hit quickest and hardest.
Shut for 4 months since mid-March and then opening by degrees –with social distancing rules in place –Australia’s air and sea carriers, hotel and accommodation providers, attractions, tour operators, restaurants, and many others face a challenge like no other. With 26% of Australia’s tourism economy based on international visitation, and little realistically expected in 2020….Such an existential challenge to Australia’s tourism sector requires a comprehensive strategy in order to recover, rebuild and renew.
Tourism Australia is the Australian Government agency responsible for promoting Australian locations as business and leisure travel destinations. To revive Australia’s economy, Tourism Australia state that theymust commit to a safe and sustainable three-step return of both domestic and international travel.
Question 1:Outline and evaluate the impactof the Covid-19 pandemic on Australia’sTourism & Hospitality Industry.
Point to consider:
- Overseas visitors
- Fares to Australiancarriers
- Domestic Visits
- New ZealandVisits
- Data to substantiate your evaluation
Outline and assess one or two of the key strategic recommendations that Tourism Australiahave suggested in their revival plan post Covid-19.
Points to consider:
Address at least 1 or 2 key strategic recommendations:
- Stimulating demand for AustralianTourism
- Re-establishing Australia’s connectivity
- A competitive tourism economy
- Delivering a motivated and skilled workforce
- Securing appropriate funding
- Ensuring concerted Government focus
- Data to substantiate your assessment
- Concept to assist with the strategic decision making: TOWS Strategic Matrix