Good morning, everyone. It's a pleasure to be here today.
I want to thank Councillor Gerald Power for the wonderful Welcome to Country and to offer my acknowledgement of the traditional owners of these lands.
The Welcome to Country is so impactful because it underscores the importance of working with the lands and waters that we are on, not against them.
And I know this is a principle that everyone here carries with them.
It is fantastic to see so many here who are passionate about place, produce, and people.
I was delighted to be asked to speak today on a subject that I am so enthusiastic about.
I am from Cairns.
And while most people think of the Reef or the Rainforest when they think of Cairns, there is so much more our region has to offer people when it comes to tourism.
The Atherton Tablelands especially comes to mind when I think of the types of experiences we have available to us – there's fruit farms, coffee plantations, distilleries and so much more just a drive away.
This story is true for so many regional areas across Australia – and the millions of both Australian and international visitors who come to enjoy them.
While some might visit the Southwest Coast in Victoria for the 12 Apostles, there is a world of agritourism just down the road in places like the Timboon Cheese factory.
While many visit New South Wales for the Sydney Harbour Bridge, there's places like where we are today in Orange, alive with agritourism.
The same can be said for all of our states and territories.
Agritourism supports jobs.
It supports livelihoods.
It enhances the economic resilience of our regions.
It brings in new industries and champions revival and growth.
We are blessed to live in the best country in the world
And to think of Australia is to think about our world-beating natural landscape.
And as all of you here know, one of the most rewarding aspects is that we can make things here at home.
On our own land. Our own paddocks.
And this is what is driving this agritourism industry.
Increasingly, we are seeing visitors are choosing authentic, hands-on experiences.
More than 2 in every 5 tourists across key markets are interested in an agritourism experiences.
Because they know they just can't get it anywhere else.
They want a farm stay, to pick an apple, to walk through a vineyard, or to taste fresh cheese.
To be fair, so do I, and while it was a bit too early for me to get into the wine samples this morning, I am grateful to have toured the Rowlee site.
People want to understand where their food comes from – and they want to connect with and grow the names of the people who grow it.
And our farmers?
They are embracing it. And it is paying dividends.
Agritourism gives them a chance to diversify, adapt, and thrive.
It helps farmers stay on the land.
It helps communities stay strong.
It gives Australians secure jobs.
And it helps the country stay competitive.
Australians and international visitors alike are embracing these experiences – whether it's a long weekend in wine country, a stop at the local farmgate market, or a tasting tour through Aboriginal food traditions. We're seeing these experiences featured in holidays, business trips and family visits. And we're seeing consistent year-on-year growth in participation.
That growth flows beyond the farm gate. Travellers who engage with agritourism also support the cafés, restaurants, shops, and small businesses that surround them.
It's a ripple effect – strengthening regional towns, boosting local jobs, and breathing life into communities. Agritourism is no longer niche. It's necessary, and it's here to stay.
It's certainly no surprise that agritourism now contributes billions of dollars to our economy each year.
But it does much more than that.
It builds business resilience – helping farmers weather drought, disasters, and downturns.
It boosts employment.
And it brings life back to local towns, one traveller at a time.
In the year ending June 2024, visitor spend in regional Australia hit an impressive $80 billion.
More than 106,000 tourism-related businesses now operate in regional areas – representing 30 per cent of the national total.
And regional tourism jobs? Over 353,000, or 51 per cent of all tourism jobs in Australia.
That's not just growth. That's momentum.
And we're aiming higher.
The THRIVE 2030 strategy sets an ambitious but achievable goal: $100 billion in regional visitor spend by the end of the decade.
Our Government is committed to growing agritourism from the paddock to the plate – and beyond. We're investing in infrastructure, innovation, and industry partnerships to make sure regional experiences are accessible, appealing, and economically sustainable. This isn't a short-term trend – it's part of a long-term plan for regional prosperity.
We've committed targeted funding to initiatives that boost regional visitation and support place-based storytelling.
This includes the Government's targeted investment in programs like Kids for the Reef and funding to support the reinvigoration of Central Australia Tourism will encourage sustainable tourism, protect cultural assets, and build capacity in local communities.
Most importantly, we are listening to those on the ground: Farmers, tour providers, Traditional Owners and local councils, who are helping shape our policies and priorities. Because when government works hand-in-hand with community, we know that we get better outcomes.
To get there, we're backing agritourism – and we're not doing it alone.
Tourism Australia has identified agritourism as a national priority – especially for increasing the regional dispersal of international visitors.
Their strategy is clear:
- create a sector-wide marketing and development plan
- build demand
- drive conversion
They've already made headway.
They've mapped over 100 types of on-farm experiences, identified regional 'food bowls', and are working closely with inspiring storytellers to shape Australia's narrative for the world.
And I am sure you have all now seen this in action through the Come and Say G'Day campaign that our Government launched just last week.
The $130 million campaign which will be rolled out in India, the US, UK, Germany, South Korea and Japan and features, amongst other elements, Nigella Lawson dining in a vineyard setting.
We are shining a spotlight on:
- our farmers, growers and producers
- the chefs and providores who bring their products to life
- the food festivals, seasonal events and farmers markets that celebrate them
- and the tour operators, and their employees, who turn all of this into unforgettable experiences
The Government, and Tourism Australia are making sure that food, farming, and flavour are at the forefront of our brand.
And I want to see you all reap the rewards of this campaign.
Travellers want connection, authenticity, and sustainability.
They want stories with substance.
They want to meet the people behind the plate.
And that's exactly what agritourism offers.
Whether it's a food trail, a sheep shearing demo, a truffle hunt or a tasting under the stars – these experiences are connecting people to place in powerful ways.
They're also growing careers.
Agritourism is helping attract, develop and retain a diverse and skilled regional workforce.
It's giving young people, especially in rural areas, a reason to stay – and a path to succeed.
So what comes next?
We grow stronger together.
We train, retain and attract the right talent.
We manage seasonality and support sustainability.
And we keep telling the story of regional Australia – from the soil up.
Because when a visitor steps onto a farm, tastes the local produce, or hears the history of the land – they take away more than just a photo or a souvenir.
They take away a sense of pride and a sense of place.
And they take away a powerful story – one they'll tell again and again.
Let's keep telling that story.
I look forwarding to meeting with many of you in my new role as Assistant Minister for Tourism and working alongside Minister Farrell in such an exciting portfolio.
Regional Tourism has been a priority of mine for a long time now and I am excited to sink my teeth into this space.
Thank you – and enjoy the summit.