Arts organisations have been alerted to the impact that cultural tourism is having upon our sector. But the reality is that we often feel overwhelmed by how to tap into that market. After all, the tourism sector is a massive competitive market, and one that does not always prioritise the arts over events and destinations.
The pressure is increasingly palpable given the growing Asian market attending Australian events and exhibitions. China has overtaken New Zealand as the number one source of short term visitors, currently sitting at 1.5 million visitors to Australia annually.