disabilities are invisible, but that doesn’t mean they aren’t important. Making tourism more inclusive is good for everyone—it’s not just about meeting legal requirements but creating a better experience for all travelers.” STRATEGIC PRIORITIES FOR 2024 As Austrade looks to the future, community involvement remains central to its sustainability efforts. By addressing the challenges of over-tourism in other parts of the world, the agency aims to foster strong relationships between tourists and residents, ensuring that tourism brings mutual benefits. “The visitor experience needs to be great from start to finish,” Palmer emphasizes. “That means not just on the tour or at the hotel, but also when travelers interact with the community.” Through its toolkit, Austrade equips tourism operators with strategies that actively engage local communities, creating a tourism model where everyone flourishes. Looking ahead to 2024 and beyond, Austrade’s strategic priorities align closely with the THRIVE 2030 strategy. Focusing on building upon Australia’s tourism sector’s remarkable growth in recent years, the agency is well-positioned to maintain its momentum. Initially, the goal was to return to pre-COVID levels of tourism expenditure by the end of 2024, but Australia reached this milestone in 2023. “It was helped along by inflation, but the increased activity in the sector played a huge role,” Palmer reflects.This success is a testament to the industry’s resilience and Austrade’s commitment to fostering sustainable, inclusive growth. 94 BUSINESS VIEW OCEANIA VOLUME 06, ISSUE 10
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