James Goodwin now making the news at Accommodation Australia

James Goodwin, the new CEO of Accommodation Australia, says his background in journalism and government relations has prepared him to tackle the biggest challenges facing the industry.

Accommodation Australia represents the interests of hotels, motels, serviced apartments, caravan parks, and short-term rental providers. With more than 3000 members and 1700 properties offering over 100,000 accommodation rooms, the organisation is a key player in the hospitality sector.

Based in Canberra, James brings experience as a former journalist, newsreader, and Director of Government Relations & Communications for the Australian Automobile Association. He believes his training has honed his ability to quickly assess industry issues and effectively communicate them to decision-makers in Canberra.

“My professional career has been, in a sense, a translator between government and industry,” James said. “Sometimes people forget the importance of the public service. Decision-makers aren’t always politicians. We've got dedicated public servants making critical decisions for our sector, and it’s essential for me to be seen as a trusted advisor, backed by evidence-based data.”

James’s career began as a journalist and newsreader in the Snowy Mountains, based in Jindabyne. He recalls how this experience gave him an early understanding of tourism’s impact on local economies.

“I remember the stark difference between the ski season and the off-season in the mountains,” he said. “Over the last 20 years, those areas have diversified with adventure and nature holidays, helping sustain the accommodation businesses year-round.”

James is inspired by the passion of those in the accommodation industry.

“It’s those husband-and-wife teams who decided, 'Yes, let’s start that motel,’ and the people from overseas who’ve come to Australia to build new lives by working in hotels. This industry has the power to change lives.”

James is eager to work with decision-makers on key challenges, including skills shortages, tourism recovery, and achieving net zero targets.

Taking over from Michael Johnson, who retired in June, James previously served as CEO of the Australian Airports Association and ANCAP Safety. He’s also worked at Airservices Australia and currently chairs the Board of St John Ambulance Australia (ACT) and serves on the board of CIT Solutions.

Accommodation Australia (AA) was formed in July 2023 following the merger of Tourism Accommodation Australia and the Accommodation Association of Australia. AA chairman David Mansfield said the board was pleased to have someone with James’s skills and experience leading the organisation.

James considers himself an advocate for the accommodation industry and plans to immerse himself in understanding the sector’s challenges.

“Going back to my journalism days, I need to fully understand the issues affecting the industry, and that means asking my members a lot of questions,” he said. “One of my top priorities is getting out to meet members because that’s how I learn. I want to be in the kitchens, following housekeepers, to really understand the issues they face and bring those insights back to Canberra.”

James’s previous roles have given him a head start on understanding the broader challenges facing the industry. At his first AA national board meeting in Canberra, the discussions focused on migration, short term accommodation regulation, visas, and the shortage of workers, especially in regional areas.

Growing up near Goulburn, New South Wales, James earned a bachelor’s degree in communications and politics from the University of Canberra before beginning his career in the Canberra press gallery with Australian Associated Press. This led to roles in radio and television in Canberra and Sydney.

Looking ahead, James is optimistic about the future of the accommodation industry.

“It’s an exciting sector that helps people enjoy their holidays, and as we saw during COVID-19, it’s a community-minded industry. During crises like bushfires, the accommodation sector is often the first to step up with rooms and support."

However, he acknowledges the industry is still in recovery, with international travel about 10 to 15 percent below pre-COVID-19 levels. The Chinese tourism market, in particular, hasn’t fully returned, and James believes it’s crucial to strengthen ties with other countries, like India and Vietnam, to attract new visitors.

James also sees the transient workforce as a major challenge for the industry.

“We need to attract and retain passionate staff who see accommodation as a career, not just a temporary job,” he said. “There are so many vacancies right now that someone with enthusiasm and a bit of nous can quickly move up the ranks.”

While migration constraints remain an issue, James is hopeful that new government agencies, like Jobs and Skills Australia, will help address the industry’s staffing needs.

“We’re working closely with them to ensure that core skills needed in the accommodation industry are on the list for potential visas,” he said. “But it’s not just about listing roles; we need to tell the full story and highlight regional needs where demand for experienced chefs or sommeliers can be much higher.”

The regulation of short-term accommodation was another key topic at James’s first board meeting. He stressed the need for balanced regulation that supports both operators and consumers without stifling the industry.

“We’ll continue working with the government to achieve sensible, long-term outcomes.”

Outside of work, James is a car enthusiast. He and his wife, Michela, live in Canberra with their two Belgian shepherds and a restored 1970s Mercedes.

“I love gardening and I’m passionate about history,” James added. “Michela and I love being close to the coast, the mountains, and Sydney. But what drives me in this new role is representing the people who make up the accommodation industry and ensuring their voices are heard in Canberra.”

By Grantlee Kieza OAM, Industry Reporter