I’m pleased to announce at tonight’s Qantas Australian Tourism Awards, held at Cataract Gorge in Launceston, that a Shorten Labor Government will invest $6 million in the Quality Tourism Framework (QTF).
The QTF has been developed by the Australian Tourism Industry Council (ATIC) to improve and diversify Australian tourism products, which we know are among the best in the world.
This initiative is aimed at giving our industry an even greater advantage by helping our operators to improve the way they go about their business.
The QTF will develop 10,000 high quality tourism businesses and bring to market an annual stream of new internationally competitive product by improving factors like the visitor experience, tourism workforce and business and product sustainability.
It will achieve this by providing businesses with a single pathway for online training, quality assurance, product development, digital distribution and market development.
The QTF will also combine multiple existing programs including the Australian Tourism Accreditation Program, Star Rating, ReviewPro and the Australian Tourism Awards, which recognise excellence in tourism.
Currently more than 6,500 tourism businesses participate in these programs, which will be rolled into the new QTF that is more user-friendly.
Labor’s investment will also assist ATIC with domestic marketing of Quality Tourism Businesses, by promoting and facilitating bookings direct to businesses without losing commissions to international Online Travel Agencies (OTAs).
A new website and national marketing campaign will target Australians and encourage them to book directly with businesses.
Tourism has been identified as a super-growth sector that already employs one million Australians and generates more than $97 billion each year in economic activity.
The Quality Tourism Framework has an important role to play in realising the potential of tourism in Australia by supporting those that keep this industry moving.
Labor’s investment in the QTF reflects our commitment to ensuring tourism’s ongoing success and recognition of the critical role it plays