Dr Suter: RV industry needs to sell the sizzle, not the sausage

World conference set for Melbourne

AUSTRALIA's caravan industry helps reduce our healthcare bill by encouraging outdoor activities.

That's the view of Dr Keith Suter who will address the World RV Conference in Melbourne later this month.

"I'm here to tell the RV industry ‒ not only in Australia ‒ that it needs to sell the sizzle, not the sausage," he said.

"The RV industry has the challenge of communicating these facts ... changing the conversation from one of 'no frills' and 'budget to one of health, safety and above all, happiness."

The Caravan Industry Association of Australia will host the three-day 2015 World RV Conference at the Grand Hyatt beginning February 25.

More than 250 global delegates from 14 countries will attend.

The gathering will focus on global challenges to the RV Industry and their solutions, as well as working toward fostering international cooperation.

Dr Suter is foreign affairs editor on Channel 7's Sunrise morning show and a foreign policy analyst for Sky TV Australia and Radio 4BC Brisbane.

A member of the prestigious Club of Rome and holder of three doctorates, his noted career in international relations includes his work as president of the Centre for Peace and Conflict Studies (1991-1998) at the University of Sydney,

He will speak on how political instability globally could affect the RV industry, and opportunities for the Australian RV industry to capitalise on global trends.

"In the context of global terror and conflict, Australia is still viewed as a safe place to holiday by both domestic and foreign travellers," he said.

"In a country so large, it stands to reason that the best way to experience Australia is by RV. And it's a healthier alternative too.

"Our industry is making a contribution to reducing Australia's national healthcare costs by encouraging outdoor activities.

"A physically more active population reduces Australian health care costs ... and people who are more outdoors-oriented are more psychologically balanced, less prone to anxiety and more engaged with the world."

Dr Suter said the RV industry had the challenge of communicating these facts and changing the conversation from one of 'no frills' and 'budget' to one of health, safety and above all, happiness.

"I'm here to tell the RV industry, not only in Australia, that it needs to sell the sizzle not the sausage ... the RV industry sells improved health and a positive outlook on the world."

Caravan Industry Association of Australia chief executive Stuart Lamont said the aim of the World RV Conference was to create an environment for dialogue and knowledge-sharing among leaders of the RV industry internationally.

It would also highlight Australia's strong position both domestically and internationally.

"The conference program boasts an incredible line-up of speakers chosen for their experience and talents, as well as their ability to stimulate global conversation and inspire delegates to think beyond the national landscape," he added.