THE OPPORTUNITY
There are critical industry problems for the visitor economy that require collaborative research and development (R&D) solutions, including:
NEXT-GEN TOURISM COMPETITIVENESS
Improving the quality and sustainability of our visitor services and experiences is critical to successfully compete in future visitor markets, moving beyond post-pandemic recovery and achieving the Australian Government’s THRIVE 2030 target to growing the industry from $166 to $230 billion by 2030. In an increasingly competitive international market, attracting international visitors and delivering high-quality, good value domestic holidays requires innovative approaches and technologies that enhance existing offerings and create new, engaging experiences.
NEXT-GEN TOURISM PRODUCTIVITY & PROFITABILITY
Developing and deploying advances in AI and other digital technologies enable a step-change in industry productivity and value creation. Approximately 95% of tourism businesses in Australia are small businesses. Better data for timely decision—making and technology innovations can help SMEs compete more effectively and reduce the cost of doing business.
NEXT-GEN TOURISM SUSTAINABILITY
Global consumer markets are increasingly seeking more responsible and sustainable travel options that tourism businesses in Australia aspire to deliver. To meet this demand, innovative technologies are required to facilitate low-carbon travel, support experiences with regenerative outcomes, and connect the visitor economy with nature restoration and community initiatives.
NEXT-GEN TOURISM DISPERSAL TO THE REGIONS
Australia’s visitor economy is vital to its regional areas, driving job creation and economic development. By 2023, Australia’s target is that 40% of visitor spending will occur in regional Australia. Achieving this requires innovative approaches that enable visitor dispersal to these areas, improving the capacity of communities to host tourists, and maximise the economic and social benefits. Creating quality jobs and fostering sustainable growth is central to securing the long-term future of the industry.
NEXT-GEN TOURISM WORKFORCE
Developing an AI-augmented and digitally skilled workforce requires innovative solutions not only to train, but also to attract, retain and manage talent---a persistent challenge for the industry. This issue is particularly pronounced in regional Australia, where difficulties in building a robust workforce hinder the ability to service current and future growth in visitor demand.
We aim to build Next-Gen solutions to tackle these issues and promote a more sustainable, productive and competitive future for Australia’s visitor economy.
Interested in getting involved?
Round 26 of The Cooperative Research Centre (CRC) by the Australian Government is currently open. We are collating all interested partner documentation from business, industry association and government for the Bid Submission before the 11 April, 2025.
If successful, the Next-Gen Visitor Economy CRC from 2026-2033 will be established.
Interested to learn more?
To discuss how you could participate, please contact:
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Professor Sarah Gardiner
+61 7 5552 7163