Is Australia ready for 400 million tourists?

Special Report from Le Cordon Bleu

The Australian tourism sector is about to be put to the test, with Julia Gillard ambitiously predicting that Australia will welcome 400 million Chinese tourists over the next five years, in addition to existing international visitor numbers.

This has prompted concerns that the Australian tourism industry may not be ready for them.

With the rising value of the Australian dollar, and correspondingly high expectations from international visitors, the standard expected from all Australian tourism operators has been raised, and our gastronomic industry is likely to be under the most pressure.

According to the latest research by Tourism Australia , Australian food and wine is viewed as the number one attraction by 53% of all international visitors surveyed, after visiting Australia.

This has prompted Tourism Australia to make food and wine the emphasis of their upcoming marketing efforts. On the ground, this push will put additional pressure on regional businesses that may not be ready for the magnitude of this tourism influx.

Though the grassroots work by food and wine tourism pioneers across the country, over many years, has been substantial, gastronomic tourism is an industry dominated by small producers and agricultural businesses, who have little training in tourism, and could struggle under the expected demand.

This is precisely what worries food tourism expert Dr Roger Haden from hospitality education provider Le Cordon Bleu Australia: “With positive predictions and growth forecasts, tourism in Australia is routinely talked up by State and Federal Governments as a key to driving Australia’s future success in the global economy, but what in reality is being done to support this growth?

“Where is the investment in regional communities and small producers who must ultimately provide the experiences, knowledge and skills, as well as goods and services that all tourists now demand?

“Most importantly, where are the education and training programs with the same tourism-friendly vision for the future of regional Australia? Programs that cater for the talented and inspired people who want to help make those experiences truly memorable.”

It is for this reason that Dr Haden has put his support behind a leading edge, online master’s degree in gastronomic tourism that specifically aims to educate food and wine tourism businesses, and the communities that support them.

Delivered in conjunction with Southern Cross University, the Le Cordon Bleu Master of Gastronomic Tourism has also received support from some of Australia’s food tourism pioneers, such as Maggie Beer and Belinda Jeffrey, who both know the potential for this industry, but at the same time understand the need for training to support it.

For a limited time, Australian food and wine tourism business operators, or those with a passion for gastronomy, have an opportunity to qualify for one of two A$5000 tuition scholarships for the Le Cordon Bleu Master of Gastronomic Tourism.

To find out more information, or apply, log on to www.facebook.com/LCB.GastronomicTourism.

Known as the leading provider of studies in hospitality management, restaurant business management and culinary arts worldwide, Le Cordon Bleu educates over 20,000 students each year, from 70 nationalities, distributed across 40 schools in 20 different countries.