Tourist water safety: Surf Life Saving initiatives for the Japanese inbound market.

Australia is viewed internationally as a desirable tourist destination. At a time when many other destinations are struggling with tourist health, safety and security issues, Australia is fortunate to have a stable political and social environment with little negative impact on both the community and international visitors. Within the Asia Pacific region, Japan is a very important inbound tourism market for Australia. Queensland, especially the Gold Coast, is a leading tourist destination preferred by Japanese tourists. In recent years, however, the number of Japanese inbound tourists to Australia has declined, while the market has simultaneously been exposed to adverse travel advisories. It is therefore essential for the destination to implement positive initiatives that demonstrate a genuine interest in keeping visitors safe. Surf Life Saving Queensland (SLSQ) plays an essential role in keeping tourists safe at the beach. This article outlines some of the innovative safety programs run by SLSQ on the Gold Coast specifically for the Japanese tourism market. [ABSTRACT FROM AUTHOR]