*Check against delivery*
It's my pleasure to be at one of the most important gatherings in the Australian tourism calendar.
Tourism Australia has, once again, laid on another impressive showcase.
I'm here to launch one of our key commitments under the National Long-Term Tourism Strategy.
First though, I want to address some of the more pressing concerns for the Australian tourism industry.
Recovery
The tragedies in Australia, New Zealand and Japan mean tourism is taking another hit.
Some of the effects were immediate such as cancellations in Queensland.
While most of the state's tourism regions remain open for business, managing perceptions has become the primary challenge for the whole Queensland tourism industry.
We estimate the state's tourism industry will lose around $300 million in economic activity in the wake of the flooding and cyclone.
So the Australian Government is on the front foot.
Direct support for the Queensland tourism industry amounts to $12 million, much of it for marketing.
That's over and above:
- The $40 million over two years for the Cairns Cultural Precinct
- The $9 million for the Daintree Observatory Centre
- And nearly half a million dollars to Advance Cairns through TQUAL Grants.
And, of course, it's over and above the funding raised by the flood levy - infrastructure that will go on working for the Queensland tourism industry for many years to come.
Furthermore, tens of thousands of tourism businesses will see the benefits of tax reform across the board.
The company tax rate will fall to 29 per cent in three years from now.
A year before that, small business will benefit from a head-start to the new company tax rate.
At the same time, small businesses will be able to instantly write off assets costing up to $5,000.
That's up from $1,000 as the law stands at the moment.
So if a small hotel buys a fridge for, say, $4,000 - the tax deduction in the first year will be $3,400 more than it would be today.
Small businesses in the tourism industry can start planning for those tax savings now.
But the Australian Government's Budget will be tight, not least in the light of the recovery efforts in Queensland.
It will be as tight as it has ever been.
Most programs will be cut.
The best the tourism industry can hope for is no budget cuts and no increase in passenger movement charges.
Other effects of natural disasters will take longer to emerge, such as Japan's longer-term appetite for travel.
Japan has been a close friend of the Australian tourism industry for many years.
The Japan market was starting to turn the corner.
The knock-on effects of the earthquake and tsunami probably won’t be known for some time.
In the meantime, we're not sitting on our hands.
Tourism Australia has tailored its marketing in a way that takes the events in Japan and New Zealand into account.
Together with the airlines, Tourism Australia is working out the most appropriate ways to re-enter those markets, and when to do so.
The current strong growth out of China is particularly welcome at this time.
We are working harder than ever on growing our presence in the China market and expanding our cooperation with the Chinese Government.
I look forward to highlighting the significant opportunities being offered by that market at the Australia-China Tourism Summit, to be held in Cairns in June this year.
Strategy and accreditation
The recent setbacks at home and overseas are not the first shocks to the tourism industry, and won't be the last.
That's why it is vital that we plan for the long-term - a future in which we're better-placed to absorb shocks.
Resilience strengthens our competitiveness.
After all, nobody owes us a living.
The program I'm launching today sits very well with the National Long-Term Tourism Strategy - providing the challenge for industry to compete.
The Australian Government has committed $5.5 million over four years to a national accreditation scheme.
The TQUAL mark - the one you see here today - will bring many of Australia's tourism accreditation programs under one banner.
The TQUAL mark is a national symbol of quality.
It is backed by the marketing power of Tourism Australia. In turn, accredited tourism operators will stand out in an increasingly-crowded marketplace. The TQUAL mark is a great opportunity for existing accreditation programs to meet the ever-growing expectations of consumers.
It's visible and credible.
It's also affordable and voluntary.
Accredited operators can co-brand with the TQUAL mark and show consumers they are delivering on their promise of quality.
Also, accredited operators listed on the Australian Tourism Data Warehouse will be preferentially listed on Australia.com and other channels including state and territory websites.
In short, the TQUAL mark gives quality tourism operators a new competitive edge.
There are benefits for consumers too.
The TQUAL mark allows consumers to make better-informed choices so they'll get more value for money.
The TQUAL mark is the shop window of the National Tourism Accreditation Framework.
To make sure we got it right, the Framework has been piloted - and the Australian Tourism Accreditation Program is the first to take part.
And, today, I'm pleased to announce the Framework is open to all programs.
The scheme was developed by industry and governments to drive continuous quality improvement.
And with millions of dollars waiting to publicise the TQUAL mark worldwide, I encourage all programs to be part of it.
The Tourism Quality Council of Australia will ensure accredited programs uphold the principles of quality and accountability.
I thank everyone who worked on the Accreditation Framework over a number of years.
Without the input from industry, states and territories, we would not have a scheme of this calibre.
Conclusion
In closing, I thank Tourism Australia for organising the Australian Tourism Exchange 2011.
I hope the many businesses here find eager buyers.
And I look forward to the TQUAL mark emerging as a familiar sight - and a trusted brand – across the industry.
Please enjoy this short video on the TQUAL mark.
Thank you