The Jackson Report On behalf of the Steering Committee Informing the National Long-Term Tourism StrategyThe Jackson Report

Released in June 2009, the Jackson Report recommends a new strategic direction for Australian tourism that builds a platform for a vibrant and sustainable tourism industry.

The report was produced by the Steering Committee for the National Long-Term Tourism Strategy, chaired by Margaret Jackson and sponsored by the Australian Government.

The Jackson Report acknowledges the tourism industry faces major challenges of global proportions, but it also identifies critical gaps in industry development at the national level.

In order to respond to these challenges the report calls for decisive action in that:

  • All levels of government and industry work together and create more linkages to revitalise the industry and secure its future
  • We must appreciate our destination’s competitive strengths and capitalise upon them over the long-term
  • Tourism Australia must influence and stimulate the supply side of the market through industry development strategies and programs.

The Jackson Report delivers 10 recommendations to the Australian Government including the improvement of tourism research, acceleration of digital distribution, investment, destination development and product innovation.

See The Jackson Report [PDF 1MB]

To view files marked PDF you need Acrobat Reader version 6 or above, available as a free download.