The ATC's Newest Strategy?

When Tourism Australia launches a new commercial spruiking the country’s tourism wares, trained industry eyes open wide, often with some trepidation, if not surprise.

In 2009, when the ad themed ‘Where the bloody hell are you?’ caused then PM Kevin Rudd to claim it was ‘a rolled gold disaster’, travel industry tongues were wagging far and wide.

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Bali has been getting lots of press lately, most of it negative. The reasons behind this are clear but not necessarily balanced. Why?

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Airfares are at historic low prices. Hotels are begging for guests, rack rates are dropping faster than pants in Pattaya. Keen visitors are travelling to destinations previously off limits to all but the most intrepid, even foolhardy, travellers.

The commonly repeated dictum, ‘Tourists don’t remember where they’ve been. Travellers don’t care where they’re going’, is being challenged in ways that I don’t recollect encountering before.
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Travelling and reporting: responsible tourism takes its lead from responsible travel writing. Leading from the front, travel writing is supposed to set an example for those who follow. What happens if it’s a bad example?

Did you read about that lovely pristine Thai island a while ago, the one that no one visited? It was in all the backpackers’ magazines. It’s not pristine any more. Another full moon party has landed and the plastic rubbish left behind on the beach each month stays there. The island has no recycling system or rubbish removal. It doesn’t have a sewerage system either. What a pity about all the garbage on the beach and the raw sewage in the water. It has lost all its appeal now.

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