The economists’ conundrum isn’t about domestic tourism vs international tourism. At the local government level it’s about whether your economic strategy is updated to address the changing nature of domestic AND international travel in a post-COVID world.
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.