Australia should focus on developing a more profitable tourism industry based on high-value visitors rather than "an endless pursuit for growth in visitor numbers," according to Kym Cheatham, Chief Executive of Ecotourism Australia.

“It is time to reinvent Australian tourism, rather than rehash the reasons for the protracted downturn we are stuck in,” said Ms Cheatham ahead of the Global Eco Asia Pacific ecotourism conference in Cairns next week.

“The endless pursuit of growth in numbers is a hollow ambition, with mass tourism bringing profitless volume."

Ms Cheatham said high quality experiences founded on financially viable, environmentally sustainable and culturally responsible tourism products offered an alternative course.

“What we are doing is not working and many smaller regional tourism operators and communities need us to come up with a more successful and viable paradigm,” she said.

Ms Cheatham pointed to the ecotourism industry across the Asia Pacific region as evidence of the opportunities at home.

“Ecotourism is front and centre for countries including Malaysia, Cambodia, Korea, Vietnam and Indonesia.

“Australia is one of the most desired landscapes in the world, with unique native flora and fauna and an indigenous culture that resonates with visitors from around the globe.

“I think we can take inspiration from South Africa which doesn’t apologise for the cost involved in high quality safaris. It’s about focussing on the experiences that are unrivalled that people will travel for at any cost.

“The opportunity to reframe Australia tourism is beckoning,” she said.