The paper "Australia’ s Economic Growth in the Tourism Industry" is an outstanding example of a marketing case study. One of the factors that contribute to Australia’ s economic growth is the tourism industry. This has been made possible by the existence of a government sector that is efficient, a competitive business sector, and a labor market that is flexible. The government has set forth policies that ensure the tourist industry is vibrant. The tourism industry has also played a prominent role in the creation of jobs, regional development, and export earnings.
Tourism contributes significantly to the Gross Domestic Product of Australia. In the services sector, tourism has been the biggest export earner. Australia is one of the most explored destinations throughout the world. The country has several fascinating ecological sites. Among the country’ s beautiful sites include deserted beaches, wind-sculpted rocks, dramatic cliffs, Sahara dunes, rivers among others. The country has also been flourished with wildlife and heritage. There are more than 200 national parks and more than 900 native plants. Among the tourism activities in the country include fishing, whaling traditional foods and wines among others.
According to Lonely Planet (2009), the country is also peaceful, and this makes Australia be home to thousands of visitors from various countries across the globe. In recent years, the tourism sector in Australia has recorded an immense growth. According to the 2010-2011 financial year report by the Australian government, tourism industry earned over 94.8 billion dollars and was ranked first in the services industry (OECD, 2012, p. 120). During this period, tourism contributed more than 7 % of the country’ s overall export earnings. Domestic tourism played a key role in enhancing the Australian tourism industry.
A large number of international tourists stay in urban areas, and therefore, their expenditure does not always promote the larger market. Domestic tourists, this fills this gap by touring the remote areas. That notwithstanding, the tourism industry has faced several challenges that are hindering the realization of its full potential. One of the greatest challenges facing the tourism industry in Australia is the harsh climatic conditions. Climate change influences both behavior and demand. Some of the main issues that can affect tourism in Australia include the rise in sea level, biodiversity, changes in rainfall, and changes in the fire ecology.
Also, there have been massive displacements, land ownership issues, pollution, habitat annihilation among other issues in recent years and this has caused conflicts in the land. Snow, rise in sea-level and other climatic conditions normally influence visitors’ perceptions, motivations and destination choices. Most consumers are forced to visit a destination or see an attraction before it is lost as a result of climate change. To address these challenges, the federal government has set up measures aimed at ensuring that the tourism industry continues to be the leading sector.
Among the measures taken by the Australian Federal Government include encouraging the preservation and conservation of cultural and natural heritage. The Federal government has developed a draft that will ensure that the tourism industry is more sustainable. The government has focused on niche markets and the business yields to achieve sustainable tourism growth throughout Australia. Other measures include the diversification of the product base, addressing the financial and regulatory impediment and enhancing the skill levels and industry standards.
The government has also introduced stiff measures in order to discourage illegal poaching in Australia. The Tourism Division has carried out liaison and research functions with major stakeholders in an effort to enhance tourism in Australia. Indeed, the Tourism Division has ensured that structural reforms are put in place in order to ensure Australia becomes one of the ideal tourist destinations across the globe (Gruda, Vries & Marsman, 2011, P. 16).
Accommodation and travel. (2011). ‘Travel Agents in Melbourne, VIC’ viewed 15 April 2013 from
Australian bureau of statistics. (2011). Population Projections, Australia, 2006 to 2101, viewed 15April, 2013 from< http://www.abs.gov.au/Ausstats/abs@.nsf/mf/3222.0>
Bennett, A & Strydom, J. (2001). Introduction to Travel and Tourism Marketing. New Delhi: Juta and Company Ltd.
Brown, B. C. (2010). How to Use the Internet to Advertise, Promote, and Market Your Business Or Web Site: With Little Or No Money. Florida: Atlantic Publishing Company.
Gruda, J, Vries, J & Marsman, T. (2011). Wine Industry - France and Australia: A Comparative Analysis. Munich: GRIN Verlag.
Hitt, M, Ireland, R & Hoskisson, R. (2010).Strategic Management: Competitiveness & Globalization, Concepts: Edition9.London: Cengage Learning.
James, S. (2011). Travel and Tourism Career. Sydney: FAQs.
Kossowski, A. (2007). Strategic Management: Porter's Model of Generic CO. Munich: GRIN Verlag.
Llewellyn, M., Atkinson, L Crittall, R. & Mylne, L. (2012), Frommer's Australia, Sydney
Lonely Planet. (2009). Central Australia. Ed: 5. Australia: Lonely Planet.
Mollona, E. (2010) Computational Analysis of Firms’ Organization and Strategic Behavior. London: Taylor & Francis.
OECD. (2012). OECD Tourism Trends and Policies 2012. France: OECD Publishing.
Pender, L & Sharpley, R. (2005). The Management of Tourism. California: SAGE.
Pride, W & Ferrell, O. (2011). Pride & Ferrell Marketing. Ed: 16. London: Cengage Learning.
Saxena. (2009). Marketing Management 4E. India: Tata McGraw-Hill Education.
Tourism in Australia. (2011). ‘Tourism & Hospitality Industry in Australia’ viewed 15 April 2013 from< http://www.investinaustralia.com/industry/tourism/tourism-hospitality-industry-australia>