Big Red Group Chief Executive calls on incoming federal government to safeguard regional tourism

As the Federal Election draws near, David Anderson, Chief Executive of Big Red Group - Australia’s largest experience marketplace - has spotlighted a glaring gap in the national policy agenda - regional tourism.

According to Tourism Research Australia's 2023–24 Tourism Investment Monitor, despite supporting over 100,000 businesses and employing 6.7% of Australia’s non-metro workforce, regional tourism operators - who are already facing challenges with connectivity, low-visitation and rising costs - continue to be overlooked in key funding and infrastructure decisions.

Anderson believes the lack of focus on long-term investment in regional tourism is a critical oversight and urges the calling on the incoming federal government to move beyond short-term programs and deliver a robust, long-term strategy that prioritises access, infrastructure, and workforce development in order to help safeguard this essential industry.

Anderson notes "Regional tourism is undoubtedly a cornerstone of Australia’s economy and our nation. Yet, growth is stifled by infrastructure gaps and limited accessibility. Short-term funding and event-based initiatives aren’t enough to tackle these deep-rooted challenges. The next Federal Government must stand and deliver on tackling such obstacles - they can do so by creating a long-term, strategic plan that addresses the unique needs of the industry and positions these regional areas for sustainable growth.

“According to the Tourism Investment Monitor 2023-24 report, investment in regional tourism has decreased or stagnated, while investment in capital cities has increased across the majority of our states and territories. This further suggests that Australia's tourism policy leans toward prioritising metropolitan hubs, owing to these more central destinations attracting higher proportions of international and domestic visitors. Yet, regional areas often lack the same level of investment in infrastructure, severely impacting their ability to draw in visitors to more regional destinations.

“A key issue is a lack of affordable transport options, coupled with rising airfares, making it harder for tourists to reach regional destinations, ultimately impacting local businesses and communities who rely on such spending. We urge for greater investment in improving flight connectivity with subsidies for regional routes or partnerships with airlines. Such initiatives could help tackle affordability issues, enabling more travellers to explore the beauty and diversity of regional Australia.

“But connectivity alone isn’t enough. To future-proof regional tourism, we must also invest in core infrastructure and workforce development to support inbound travel. Roads, digital connectivity, accommodation, and upskilling labour forces are just as essential in order for operators to continue doing what they do best - delivering uniquely Australian experiences.

“For regional tourism to truly thrive, we ask for government commitment to sustained, long-term investments - not just in projects, but in people, places, and long-term planning. With the right commitment, regional Australia cannot drive the country’s tourism growth.”

Access the Tourism Investment Monitor 2023-24 report

Image top. Big Red Group Chief Executive David Anderon. Credit: Big Red Group Image below. Cover of Tourism Investment Monitor 2023-24 report. Credit: Tourism Research Australia