Increasing the number of visitors to
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Exceed Tourism Forecasting Council (TFC) forecasts for the
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Australia from overseas
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number of visitor arrivals.
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and Australia’s market share of
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Increase Australia’s market share in all countries where the
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international tourism.
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ATC is actively marketing.
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Percentage growth in arrivals into Australia will exceed the
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percentage growth in international tourism.
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Maximising the benefits to Australia
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Increase average visitor expenditure in Australia by
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from overseas visitors through
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overseas visitors.
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increasing inbound tourist
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Increase total visitor expenditure in Australia by overseas
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expenditure, number of visitor nights
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visitors.
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and geographic dispersal.
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Exceed TFC forecast for tourism export earnings.
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Exceed TFC forecasts for total visitor nights in Australia by
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overseas visitors.
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Increase the geographic dispersal of overseas visitors.
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Increase employment from inbound tourism.
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Promoting the principles of
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Level of activity with other relevant agencies on the
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ecologically sustainable development
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promotion of ecologically sustainable development principles.
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and seeking to raise awareness of
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At least an 80 per cent level of acceptance by the Australian
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the social and cultural impacts of
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community of increases in international tourist arrivals.
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international tourism in Australia and
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At least an 80 per cent level of recognition of the net
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the acceptance of visitor arrivals by
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benefits of inbound tourism as measured by on-going
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the Australian community.
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quantitative research.
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