“With the COVID-19 virus, we have been talking about how important it is to make sure your branding is aligned.  So we went back to this blog piece we wrote a few years ago. Not sure if your region needs a brand, here is the evidence” One of the most common discussions I hear in tourism (at the small business end) is around the role of branding.  There often seems to be an assumption that virtue will be rewarded – if you are good enough you don’t need to boast about it. It vaguely reminds me of Juliet’s lament in Shakespeare’s play when she … [Read more...]

Australia has gone from being a net exporter of tourism to a net importer.  This has had a huge impact on Australia’s economy. A report in 2010 by Goldman Sachs concluded that one of the key reasons that Australia’s retail sector was in such dire straits was this change.  Growth in visitor numbers slowed down and expenditure stabilised or fell back. When you listen to the tourism industry, the villain of the piece seems to be the Australian dollar. Until this week’s financial roller coaster, the Aussie was riding at historic highs against … [Read more...]

The number of Australians who are intending to travel overseas for a holiday over the next 12 months is at its highest point for the last 5 years according to Roy Morgan Research. This is an increase of 10% for the same time last year (July 2010).  Hot spots include USA mainland, Hawaii, Canada, China, and Bali. Australians' intention to travel domestically on their next holiday is down by 4% (58% to 54%) compared to July 2010. … [Read more...]