The Minister for Tourism, Martin Ferguson AM MP, officially launched the Impact of Drought on Murray River Tourism Summary Report, which showed that despite the devastation caused by years of drought, there are positive signs with 86 per cent of people surveyed either intending or open to visiting the Murray region.
Over 60 per cent of people intending or open to visiting the region were rated as likely to consider visiting the region in the next five years, and 80 per cent said the drought had no impact on their perceptions.
Minister Ferguson said: "This indicates that the Murray is still an attractive destination for Australians, and shows the potential for future tourism growth along the river."
The assessment examines the economic impacts of the drought on tourism, and market research into consumer perceptions of the Murray region.
Minister Ferguson said: "For more than a decade, the Murray region has faced a record-breaking drought, placing pressure on communities heavily reliant on the river for their livelihood. The assessment provides a state of play from which governments of all levels can use to inform future policy and grow tourism in these communities."
The Australian Government has set an ambitious work plan for the tourism industry, outlined in the National Long-Term Tourism Strategy.
Minister Ferguson said: "Our objective is to unlock more investment in tourism, lift skills and standards, and increase the ability of our industry to compete internationally."
The Strategy also lays the groundwork for better research so that tourism operators and potential investors have the right information at their fingertips. Better information on demographics, taxation, market trends and labour issues will assist communities with business planning.
"I am sure this research will provide a valuable resource for the Murray River communities as they plan and grow their industry into the future."
Tourism Research Australia developed the assessment in partnership with Tourism New South Wales, Tourism Victoria, and the South Australian Tourism Commission.
A copy of the report can be downloaded from www.ret.gov.au/tra.