Speech by the Australian Deputy Prime Minister and Minister for Trade, The Hon Tim Fischer to open the Murwillumbah World Heritage Rainforest Centre, Murwillumbah, 13 January 1998.

Introduction

Harry Ellis (Chairman of the World Heritage Rainforest Centre Committee), Larry Anthony, Councillor Bruce Graham (Deputy Mayor Tweed Shire Council), Don Beck (State Member), ladies and gentlemen, Captain Cook found the sight of the nearby volcanic peak so striking that he named it Mount Warning to alert seafarers to reefs lying off the coast nearby.

I am pleased to say that for me as for so many other travellers to the region Mount Warning now carries far more pleasant connotations than disaster at sea. Many now climb to its summit to admire the splendid 360 degree view and also, I am given to understand, to obtain enlightenment.

And when I say enlightenment I mean that both figuratively and literally. For local legend has it that Mount Warning's apex receives the Australian mainland's first rays of sunshine each day.

So I am very pleased to be in Murwillumbah today to contribute still further to greater enlightenment by opening this impressive World Heritage Rainforest Centre. The Centre will provide important information on Mount Warning National Park as well as the four other nearby national parks both in New South Wales and in Queensland. All of these form part of Australia's World Heritage Listed Central Eastern Rainforest Reserves.

The Federal Government has contributed over a quarter of a million dollars towards the Centre - reflecting our commitment to helping provide quality facilities to service a very important industry for the region and for Australia.

Today I want to say a few words about how important the tourism industry - and ecotourism in particular - is for us all.

Tourism's Outstanding Contribution to the Economy

As Minister for Trade, I am always happy to talk about tourism. There are few more important industries for Australian jobs and quality of life.

Let's look at a few figures which amply demonstrate that.

Tourism has been a remarkable export success over the last decade or so. In 1996-97, tourism was one of Australia's leading exports with earnings of $15.5 billion, almost double its level of 5 years ago.

And regional Australia has been a major beneficiary of this growth - and the opportunities that it offers. A larger number of international visitors are travelling beyond the major gateways and experiencing regional and rural Australia.

Changing consumer demands for a more unique holiday experience will continue to drive the development of new tourism product in regional areas. Many niche markets such as ecotourism, indigenous tourism, rural and adventure tourism are focused in regional Australia. And it takes only a marginal increase in this growth rate to impact significantly on visitation, expenditures and employment in regional areas.

The Upper North Coast Region has been a major beneficiary, with 1.17 million domestic visits in 1996 which represents 4.7 per cent of the total for New South Wales. 120,000 international visitors also visited the region in 1996 which represents a 14 per cent increase over the previous year. But as you would know, it is not hard to see why there is such interest in the Upper North Coast area with its magnificent climate, a relaxed friendly lifestyle and of course some wonderful attractions which will now include this magnificent new rainforest centre.

Of course, as we begin the new year, there are a few clouds on the industry's horizon. The tourism industry is not immune from the tougher market conditions caused by the continuing turbulence and instability in Asian financial markets and economies. Put simply, it means that 1998 is shaping up to be a more challenging year for the industry than 1997.
But I want to assure you that the Government is very committed to supporting and sustaining the tourism industry.
We appreciate the vital contribution it makes to Australia's standard of living, and we very much wish to see its remarkable success continue.

The Government's Approach to Tourism and Ecotourism

That is why the Federal Government is developing a National Tourist Plan to maximise the tourism industry's progress into the 21st century.

The Plan will focus on achieving public and private sector cooperation in the development of a commercially viable, environmentally sustainable and socially responsible tourism industry.

A $10.4 million National Tourism Development Program is part of our strategy to boost the industry and to revitalise regional Australia.

For we recognise that the number of international visitors looking to get out of the capital cities is on the increase. In 1992, less than half of our international visitors made it into the bush - by 1995 that number had grown to more than 70 per cent.
Behind all the statistics, the recent growth in international tourism to Australia - and to regional Australia in particular - is hardly surprising: we have known for a long time that we have the most beautiful and welcoming country in the world.

In fact, 11 of the globe's 400 or so World Heritage areas are found in Australia. It was inevitable that ecotourism would become an increasingly important facet of our tourism industry.

Tourism is a highly competitive industry and ecotourism offers Australia an opportunity to maximise its competitive advantage - drawing on its natural features and unique flora and fauna.

The Federal Government's tourism statement - Destination Australia - therefore highlights the need for Australia's ecological attributes to be sustained. We recognise that ecotourism involves learning about and appreciating nature in a non-damaging way.

In other words, our internationally competitive tourism industry has to develop using ecologically-responsible management practices.

It's not only in the environment's interest that we do it that way - it's in our interests as well. That way ecotourism will continue to grow in importance as an export earner for Australia.

The Importance of Image

The rest of the world has certainly been discovering Australia's magnificence - but, importantly, this has been with the help of some good marketing campaigns. For international image is all important here.

Carefully targeted campaigns have been vital to Australia's success in promoting itself as a tourist destination in recent years. And we can expect ecotourism to figure prominently in such marketing in years to come as we encourage the rest of the world to share - sensitively - the glories of Australia's natural heritage.

We can also thank the vibrant state of the Australian film industry for putting us in the glittering Oscar spotlight from time to time. Priscilla, Queen of the Desert - in addition to portraying some very exotic urban wildlife - certainly showcased some of Australia's most beautiful scenery.

The Government too has lost no time in raising our profile internationally. The New Horizons campaign in New Delhi and the innovative New Images promotion in the UK and Australia are just two examples.

They both projected an image of the contemporary Australia we all know - a modern, dynamic and high-tech nation with few of the population and pollution pressures besetting the rest of the world.

Harnessing the Olympics Opportunity

I must also mention today the great tourism opportunity looming on the national horizon.

It is now less than 1000 days to the opening ceremony of the Sydney 2000 Games. The Sydney Olympic and Paralympic Games will provide us with a unique opportunity to showcase Australia to the world. It will be an enormous boost to our promotion of Australia as a tourist destination and as a place with significant advantages for business and investment.

In the month around the Olympics, up to 450,000 visitors are expected to come to Australia. First there is the direct economic benefit expected to result from the staging of the Olympics themselves - estimated at anywhere from $4 billion to $10 billion over a 12 month period. But very importantly - there is an opportunity for Australian businesses in the years leading up to the event, and well beyond, to take advantage of the profile which the Olympics will bring us.

With these opportunities in mind, in company with Minister John Moore, I announced the Australia - Open for Business marketing theme in 1996 as the banner under which the Australian Government would campaign to win business benefits from the Sydney 2000 Games.

Conclusion

I would like to leave you with an important thought.

To prosper and thrive as a nation Australia must trade, and trade well.

The tourism industry is contributing substantially to our export success and will doubtless continue to do so. It will be an even more important source of jobs and investment in the new millennium.

I therefore congratulate Murwillumbah on this important contribution to ecotourism which is increasingly such a vital part of the industry.