The tourism industry has set itself a new challenge as it launches a plan to boost the value it brings to the economy.
Tourism 2025 is being launched on Monday. It aims to almost double the amount of money the industry contributes to the economy to $41 billion over the next decade.
Tourism Industry Association chief executive Martin Snedden said the plan is to unite tourism operators under a set of goals.
The biggest of those will be how to extract more value from tourists.
Mr Snedden said until now many operators have been fixated on visitor numbers, but that's got to change with more emphasis on high spending tourists.