Australia’s bushfire disaster, its impact on our environment and our government’s stance on climate has put us in the spotlight for all the wrong reasons. And while the effect on tourism has been well documented, it’s not just our tourism value proposition that’s been damaged.

The connected bushfire and climate crises demonstrate there’s only one Brand Australia. It’s not ring-fenced. There’s no distinct business-to-consumer brand for the sectors of tourism, export and migration. Nor is there a business-to-business or business-to-government brand that applies to trade, foreign direct investment or diplomatic endeavours.

We’ve only got one brand and it’s in crisis.

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