tourists to Australian shores seems oddly timed. With the Australian

dollar running at record highs, some suspect it will backfire. However,

Larry Dwyer, a professor of marketing at the Australian School of Business,

anticipates the opposite may happen. The new marketing drive may raise

the consciousness of locals to the appeal of holidaying closer to home

and, with domestic holidays accounting for 75% of tourism down under,

this may be just the boost the industry needs. But this is no time for

complacency, Dwyer cautions. Australia must look beyond its traditional

attractions and focus on promoting a range of valued experiences for

travellers.