**Check against delivery
Good morning ladies and gentlemen.
It is a pleasure to be here today to officially launch 'The Poacher's Way' marketing program.
I am frequently in Canberra in my dual capacities as Minister for Tourism, and Minister for Resources and Energy.
Yet unfortunately, I don't often have the opportunity to get out and experience this beautiful region, so I am glad to be here today.
I always appreciate the opportunity to attend events where I can meet tourism operators working at the front line of the industry.
I want you all to know that I have a deep appreciation of the important work you are doing to promote the region and I applaud your commitment to tourism.
Tourism is vital to the prosperity and stability of the Australian economy.
It employs nearly half a million Australians, contributing nearly 4 per cent of GDP and about 10 per cent of our export earnings.
In these challenging times, Australia relies on your continued prosperity and growth more than ever.
I can assure you that the Australian Government shares this goal.
As you know all too well, the Australian tourism industry operates in a competitive marketplace.
With the evolution of the internet and liberalisation of our skies, the barriers to commerce are fast disappearing.
With increased competition has come greater opportunity. You can access more potential customers than ever before and it is cheaper for them to come to Australia.
This is good news, but the reverse is also true.
It is also cheaper and easier for Australian travellers to travel overseas.
This ultra-competitive marketplace rewards innovation and entrepreneurship, but places unprecedented pressures on the business community.
The market demands a continuous adaptation of business and marketing practices to meet the demands of an increasingly savvy global consumer.
The project I am proud to launch today - 'The Poacher's Way' - is an example of business adapting and innovating in response to market demand.
The founding members had a vision to foster tourism in the broader Canberra region.
By working together, pooling resources and utilising economies of scale, these businesses have reaped the financial advantages of increased operating efficiency and a greater marketing reach.
At the click of a mouse, potential customers can access detailed information on the Canberra region, plan their visit and book their accommodation.
This is part of broader marketing efforts on behalf of participating businesses, to capture the attention of an increasingly discerning consumer.
Initiatives such as this provide potential customers with the information they need to plan a holiday and make the most of their stay.
They can see the full range of experiences available in the broader Canberra region.
Travellers to Canberra need to know that there is more to the region than the Art Gallery and, dare I say it, Parliament house.
This marketing program is about further developing the attractiveness of the region by showcasing the diverse range of experiences on offer.
Statistics show that visitors to Canberra stayed an average of 2.2 nights a person and spent $418.
Information resources such as the Poacher's Way website will help increase this expenditure.
It took vision for the founding members of 'The Poacher's Way' to realise that if they worked together they could increase their marketing reach.
And today they have grown into a thriving organisation which is well placed to entice tourists to visit - and to stay for longer.
I am an advocate of further cooperation in the tourism industry.
Narrow-sighted interests hamper progress and prevent our industry from increasing its prosperity through greater cooperation.
Cooperation is essential if our industry is to survive in the current economic climate.
We have had major markets slip into negative growth, part of the larger global downturn in international tourism. This is expected to impact some of our traditional markets such as Japan and the United States.
But there are positive signs as well.
The declining Australian dollar will assist domestic tourism in Australia, providing a financial incentive to travel domestically, while increasing our international competitiveness as a destination.
However this is not the entire solution.
Australian tourism must offer a high quality experience which represents value for money.
'The Poacher's Way' is a resource which you can use to ensure that local tourism gets the exposure it needs in the current market.
Showcasing the quality experiences in your region will entice visitors and capitalise on increasing interest in domestic tourism.
The Australian Government has recognised this project's potential and allocated funding of $500,000 through the Australian Tourism Development Program.
'The Poacher's Way' is a worthy beneficiary of this funding and I commend your hard work and innovation.
In these challenging times, the tourism industry needs more people like you.
I wish you all the best