Knowledge@ASB: Professor Larry Dwyer on Australia's Tourism Marketing

The latest novel push by authorities to bring more international tourists to Australian shores seems oddly timed. With the Australian dollar running at record highs, some suspect it will backfire. However, Larry Dwyer, a professor of marketing at Australian School of Business, anticipates the opposite may happen. The new marketing drive may raise the consciousness of locals to the appeal of holidaying closer to home and, with domestic holidays accounting for 75% of tourism down under, this may be just the boost the industry needs. But this is no time for complacency, Dwyer cautions. Australia must look beyond its traditional attractions and focus on promoting a range of valued experiences for travellers.