More Australians than ever before want to see an increase in the number of international tourists and the overwhelming majority view tourism very favourably, according to latest research released today by the Australian Tourist Commission
(ATC).
The Community Attitudes to International Tourism 2002 research, now in its fifth year, shows an increase in the number of Australians who want to see more international holiday-makers - 96 per cent compared to 92 per cent in 2001. This follows an increase from 89 per cent in 2000.
Speaking on the first day of Australia's largest export event, the Australian Tourism Exchange (ATE), ATC Managing Director Ken Boundy said the results were pleasing, particularly given world events in 2001.
"Despite the industry experiencing one of its toughest years on record last year, the research shows tourism is still viewed favourably in the community, for its economic, social and cultural benefits," Mr Boundy said.
"World events last year coupled with the Ansett demise impacted the performance of our tourism industry. However, this research shows the community's strong commitment to tourism and belief in its ability to generate jobs, investment and a better cultural mix for Australia."
Significantly, only 11 per cent of Australians list threats to health and safety as the main disadvantage of international tourism with four out of 10 respondents unable to think of any disadvantages.
"Positive community attitudes towards international tourists are essential if Australia is to maintain its status as a number one tourist destination worldwide," Mr Boundy said.
"The friendly and welcoming attitude plays a key role in attracting international visitors, as well as travellers satisfaction with their holiday in Australia.
"Australians also continue to identify tourism as a key growth industry with 82 per cent of respondents identifying the economic benefits, including jobs and investment growth, as the main advantages of international tourism.
The other main advantages identified by Australians, included the category, "it is good for people to see the country" (22 per cent) and the interest and stimulation of having visitors from many cultures and backgrounds (20 per cent).
Mr Boundy said the recognition by Australians of the importance of tourism to the economy is a continuing trend.
"More and more Australians believe that international tourism is Australia's biggest export earner compared to mining, agriculture and manufacturing which shows a fundamental shift in traditional thinking patterns."
"The research also shows that nearly seven in 10 Australians believe international tourism is very important to the nation's economy - an increase on 2001. Overall, 95 per cent of Australians believe that international tourism is either very or quite important to Australia's economy.
Mr Boundy said awareness among Australians about the economic benefits of tourism is the result of a decade of strong growth for the industry, culminating with the 2000 Olympic Games.
"Significantly, the research also shows that 90 per cent of Australians agree or strongly agree that international tourism is vital in creating employment opportunities," Mr Boundy said.
The importance of tourism to the economy is also perceived to be no longer limited to the major capital cities or tourism landmarks with nearly three in 10 Australians (29 per cent) believing international tourism is very important to the local economy. This increased to over four in 10 Australians (43 per cent) who believe international tourism would be very important to the local economy in 10 years time.
"There is no doubt that international tourism will play a pivotal role in Australia's future economic growth and also job creation," Mr Boundy said.
"The industry's challenge now is to continue to build on the strong perceptions and attitudes within the community about the many benefits of international tourism for Australia."
The research also identified what Australians perceive to be the best aspects of Australia to be promoted overseas. The top five include the natural unspoiled environment (26 per cent), beaches (25 per cent), specific locations/landmarks (22 per cent), the outback (22 per cent) and the bush (14 per cent).
Key findings from the ATC Community Attitudes Survey
96 per cent of Australians want to see more international tourists visit for a holiday - up from 92 per cent in 2001 and 89 per cent in 2000.
Tourism is perceived to be the top export income earning industry for Australia by 37 per cent of people followed by mining (36 per cent), agriculture (16 per cent) and manufacturing (8 per cent).
90 per cent of Australians agree or strongly agree that international tourism is vital in creating employment opportunities.
Over eight in ten Australians agree that the Government should spend more dollars on promoting Australia internationally. |
