Tourism Australia has launched a new 10-year strategy aimed at strengthening Australia’s position in an increasingly competitive global tourism market. Tourism Australia managing director Robin Mack said the plan was designed to create future demand for Australia by responding to changing traveller behaviour and intensifying competition. The goal is for Australia to double the expenditure generated by high-yield travellers to as much as $69 billion by 2035.” Tourism Australia executive general manager of strategy and culture Robert Dougan said Australia was well positioned to capitalise on these shifts. International tourism also supports more than 360,000 tourism businesses and over 720,000 jobs across Australia.