Australia exceeding pre-pandemic levels by 135%. SUSTAINABILITY AND SOCIAL RESPONSIBILITY A core tenet of Austrade’s tourism strategy is sustainability, which focuses on environmental, economic, and social impacts. Sustainability isn’t just about the environment, Palmer emphasizes: “It’s about thinking about the total managed approach— sustainability across all pillars, from environmental to community engagement.”Austrade has developed a sustainability toolkit to help businesses reduce their environmental footprint and engage positively with their communities. Part of Austrade’s focus on sustainability involves helping businesses understand the growing expectations of international travelers. For example, European business travelers are increasingly required to report their carbon use, meaning that tourism operators in Australia must be prepared to provide data on their environmental impact. “If we want to attract high-value travelers from Europe, we need to be able to answer questions about our carbon impact,” Palmer says, highlighting the importance of sustainability in maintaining Australia’s competitive edge. INCLUSIVE TOURISM A key area of focus for Austrade is improving accessibility, especially as the 2032 Olympic and Paralympic Games in Queensland approach. The agency is collaborating with businesses to enhance access for travelers with disabilities. Palmer underscores the significance of this initiative: “We want to make sure that tourism in Australia is accessible to everyone.” Recent data from Tourism Research Australia reveals that in 2023, 23% of domestic trips involved travelers with long-term health conditions or disabilities, accounting for 21% of total tourism expenditure. Palmer emphasizes that inclusiveness in tourism doesn’t have to come with a hefty price tag. “It’s not all about ramps and fixing stairs,” she explains, noting that even minor adjustments—such as accommodating food allergies or considering neurodiversity—can significantly impact. “Many 93 BUSINESS VIEW OCEANIA VOLUME 06, ISSUE 10 AUSTRADE
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