All our activities support our vision of being the most desirable and memorable destination on earth. In striving to achieve this ambitious goal, we are conscious of the importance of respecting and protecting the communities, cultures and lands that are so central to Australia’s destination appeal.
Driving awareness of, and capability for a sustainable industry is a defined strategic priority for TA and enshrined within our corporate values.
Our approach is shaped by the following principles:
For TA, sustainable tourism includes protecting and restoring our natural environment, helping to conserve Australia’s natural wonders and cultures, so they can be enjoyed today and by future generations. It also means fostering a profitable industry that delivers employment opportunities and economic benefits to communities, and in turn helps improve the tourism experience for our travellers and the quality of life for Australians.
As the National Tourism Organisation, TA has an important role to play in championing and elevating the importance, and the appeal, of sustainable tourism, through our voice of advocacy and education. Our marketing platforms can help Australian tourism businesses to better communicate their sustainability success stories; and, by doing so, help encourage others to follow their lead.