Position paper for 2020 tourism Strategy Essay Example | Topics and Well Written Essays - 2000 words

Position paper for 2020 tourism Strategy - Essay Example The ACT Government, under the auspices of VisitCanberra, prepared the 2020 Tourism Strategy. The strategy seeks to provide a framework within which the full potential of the tourism industry in Canberra can be realized (The ACT Government, 2013). Its goal is to increase the revenue from overnight visitors to Canberra spend from the current $1.58 billion to $2.5 billion by the year 2020. This goal is consistent with the National Tourism Strategy 2020 that seeks to double the amount of money overnight visitors in the whole of Australia spend from the 2009 figure of $70 billion to $140 billion by the year 2020. The basis of the 2020 Tourism Strategy was a thorough market research of the industry (The ACT Government, 2013). The research project profiled the current tourist products and experiences as well as potential for new ones. In the first short run, the strategy will seek to realize its goal through a raft of measures. The first measure is to invest in the marketing of tourist destinations in the Canberra region for both local and international visitors. The second measure is to realize direct international flights and to expand the local aviation industry. The third is to enhance the technological capacity of the industry. The fourth is to promote sectors that complement the tourism industry. These include transportation and commerce. The fifth measure is to create an enabling business environment by eliminating barriers to entry and keeping statutory requirements to a minimum. Finally, the Government shall invest in new tourist products development. The Government recognizes that the above actions cannot be realized single-handedly; they will require the cooperation and coordination of all stakeholders (The ACT Government, 2013). These include tourism enterprises, regulatory bodies and all the attractions that the Commonwealth funds. Another broad goal if the strategy is to promote the