five impressive tourism premiers

In the post Sydney Olympics era I had the chance to work with, and observe, a series of State Premiers with varying degrees of interest in the tourism industry. While most of them understood the economic engine that tourism can be, there were five who stood out.

The late Jim Bacon personally took on the tourism portfolio as Premier and achieved new sea and air access under his guidance. It underpinned a boom in the State’s tourism growth. Unlike subsequent leaders who failed to see the myth of jobs growth from extractive industries, Jim fully understood the inexorable trend towards the service and knowledge economy.

Building on the Kennett legacy in Victoria of well integrated infrastructure and tourism, Steve Bracks and then John Brumby took the integrated events, tourism and infrastructure strategy to a new level. Both Premiers knew the industry and elevated it within their cabinets. For a decade, from 2001 to 2010, Melbourne “ate Sydney’s lunch”.  It also coincided with leadership in NSW that took a “do little” approach to attracting visitors. Little wonder that Cairns and Melbourne took market share from Sydney for inbound arrivals in this period.

Steve and John fostered Victoria’s key advantage – co-operation. Co-operation between public and private sector and within Government, where seamless events and tourism policy was elevated to an appropriate level – and where Departments worked together to fulfil a vision.

In Queensland, a State where tourism represents an even bigger slice of the economy, Peter Beattie also elevated its relative importance. Gaining aviation access, creating conference infrastructure, promoting Queensland internationally and domestically, the job was well done. Peter led the charge. I can still see him calling, and then steering, a meeting of industry leaders, when Ansett fell out of the sky in September 2001.

My final nominee is Barry O’Farrell. Barry had watched the neglect in NSW for years in opposition and was determined to make a difference. He had only really started the journey of integrated infrastructure, events and promotion when he resigned recently. I saw the manifestation of his beliefs at a Tourism and Transport Forum recently where he spoke to 100 industry leaders for 20 minutes without referring to a note.

He spoke with deep knowledge about key infrastructure developments in Sydney and the respect he had for the Victorian model. His conversational address acknowledged at least a dozen people in the room, reflecting an engaged Premier. Let’s hope the momentum continues under the leadership of Mike Baird.

I have no doubt that John Olsen (who was a key driver in G’Day LA), Mike Wran and Geoff Gallop were all effective tourism industry supporters, but for the five men I have acknowledged, it was a fundamental platform of their leadership and the prosperity of their States.


Leave a Reply