Tourism Should Focus on Quality, Not Quantity

Despite the Australian tourism industry being in crisis mode, academic and keynote speaker at this year’s Tourism Futures conference Dr Stefan Gossling is calling for an industry wide restructure of current business models.

Dr Gossling, a Professor at Lund University, Sweden, explains “when the economy emerges from the current recession, Australia tourism should look to relaunch itself with a more environmentally compatible business model.”

Dr Gossling is one of the world’s most highly regarded academics specialising in the impact of climate change on the tourism industry.

He explains “such a refocus would see Australia abandon targets for increasingly high volumes of tourists. The only strategy for success into the future is in an industry where visitors stay longer and spend more."

Dr Gossling is set to make his first ever visit to Australia for the premier annual gathering of industry leaders at the Tourism Futures conference, with his visit sponsored by Griffith University. He adds, "tourism will be more severely affected by climate change than other sector because it is more reliant on climate more than any other industry.

“Yet, there is very little evidence of the industry in Australia making serious inroads into the issue.

“Consumers are keen to support green destinations and green products, although it is not clear if they are willing to pay extra for such items. Some businesses have started carbon neutralising schemes, and while many have failed I think there is enormous scope to ‘harvest’ the financial support of the travelling public.”

He cites one of his students work on the Australia industry, reiterating that Australia was once a world leader in sustainable tourism. That mantle has fallen, with Australia stagnating, achieving very little in terms of carbon offsetting and mitigation.

Gossling believes “there is little debate in the scientific community about the impacts of climate change on Australia’s tourism assets. From the alpine regions to Kakadu there will be significant loss of biodiversity and business operations."

But, there is hope. If the tourism industry can work strategically and embrace the emissions challenge, tourism can improve profitability. Working with value chain eco-efficiencies can help to reduce environmental burdens while increasing profitability.

Tony Charters, Convenor of the Tourism Futures conference believes “this is a very confronting reality check for the Australian industry.

“The Tourism Futures conference was borne out of the post 9/11 crisis and the industry has had to weather SARS, various dramas in the aviation sector and now the Global Financial Crisis, but climate change is the biggest challenge we are facing. Each business must respond to climate change, through direct practices that will reduce their carbon footprint and through adaptations to their business that will set them up to cope with climate changes that are inescapable.

“We are confident the industry will be motivated and inspired by the creative solutions on offer at the conference, including the strategies outlined by Dr Gossling. These issues are not insurmountable, but it will take fortitude and lateral thinking for our industry to make an impact and contribute to our own survival.”

The Tourism Futures conference was founded by Tourism Queensland, with Tourism Australia now a major sponsor alongside the Queensland Department of Employment, Economic Development and Innovation and Gold Coast Tourism.

The Surfers Paradise Marriot Resort & Spa will be the venue for this year’s event which is being held from 17th to 19th August.

For more information contact the Tourism Futures Secretariat on 07 3210 0021; E: info@managementsolutions.net.au, www.tourismfutures.com.au 

7th October 2008 - CALDERA NOW A NATIONAL LANDSCAPE