The Chairman of Australian casino operator Star Entertainment Group believes tourism operators must devise a “storyline” that sells Australia as a safe and attractive destination to attract visitors from outside China.
John O’Neill was speaking at a networking lunch this week in Brisbane, where Star is developing an AU$3.6 billion (US$2.6 billion) integrated resort called Queen’s Wharf Brisbane.
As reported by The Sydney Morning Herald, O’Neill said the absence of Chinese tourists was a challenge for all tourism operators but pleaded for such operators to tell a story around more than the traditional selling points of beaches, food and wine.
“The borders will be open [and] this is a great place to visit. You’re not going to get mugged walking down the streets of Brisbane, it’s safe and secure,” O’Neill said. “It’s such a good story, we just have to try and tell it.”
O’Neill said the short-term outlook was more positive domestically for Star since its properties in Sydney, Brisbane and the Gold Coast have fully reopened.
“The people who are visiting our three premises at Brisbane, Gold Coast and Sydney are spending more money,” he said.
“The average spend is up substantially. There’s maybe a gap between the haves and the have-nots, but the disposable income of those going out is substantially up.”
Star recently appointed veteran tourism industry executive and current Chairman of Tourism Australia, Michael Issenberg, to its Board of Directors.
O’Neill’s comments come as the group prepares today for the first day of public hearings into whether it remains suitable to hold a casino license for The Star Sydney.
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