Tourism Australia must adapt or die, report warns

Tourism Australia must work with Austrade to attract international investment, protect a A$22 billion industry and save 100,000 jobs, according to the Jackson review released yesterday.

Former Qantas chairwoman Margaret Jackson’s report warned TA it needs a “substantial cultural and operational shift” if the industry is to survive the next 20 years.

It said: “If Australia does not make the necessary changes, between now and 2030 we risk forgoing 3.6 million international visitors, $22bn of tourism’s contribution to gross domestic product and as many as 100,000 tourism jobs. This cannot be allowed to happen.”

Tourism Australia has yet to announce a replacement for outgoing chief executive Geoff Buckley, who leaves at the end of June.

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