The Minister for Tourism, Martin Ferguson AM MP, today launched the Poacher's Way marketing program, which received $500,000 in Federal Government funding through the Australian Tourism Development Program.
The Poacher's Way initiative began in 2004 when local businesses in the food and wine industry began pooling their marketing activities to promote the ACT and surrounding region.
Minister Ferguson said: "By working together, participating businesses have reaped the benefits associated with increased scale and greater marketing reach. The Australian Government is helping fund marketing initiatives such as www.thepoachersway.com.au and brochures to promote the Canberra region throughout Sydney and regional NSW as a destination for fine food, wine, arts and culture.
"The Poacher's Way initiative is an example of the resourcefulness of tourism businesses to adapt to market demand. Australia relies on innovation and hard work to underpin the economy and tourism is an industry embodying these traits. It employs nearly half a million Australians and is essential to the continued economic viability and prosperity of many of our regional areas.
"Tourism is operating in an ultra-competitive marketplace which rewards innovation and entrepreneurialism, but places unprecedented pressures on the business community. Responding to these pressures, members of the Poacher's Way realised that if they worked together they could increase their marketing reach.
"There are considerable benefits in pooling resources and taking a cooperative approach to business and marketing activities. These are often forgotten in an industry where intense competition has fuelled rivalries and the protection of narrow-sighted interests."
Minister Ferguson said: "Further cooperation in the tourism industry is essential if small business - the cornerstone of the industry - is able to effectively compete for the tourism dollar and prosper throughout and beyond the current economic downturn."