Although all councils are grappling with the uncertainty of a post-COVID economy, one thing is for certain… Australia’s international borders will eventually re-open.
When that happens, there’ll be no time to commence – or restart – the process of becoming international-ready.
Regions that aren’t already prepared with an updated plan and a strong point of difference will be left behind in a long game of catchup.
This means competing with every other Tier 2 Australian destination for the important but less lucrative domestic visitor dollar.
The alternative is to take action now with a goal to achieve Tier 1 destination status.