Tourism Australia has a lot on its mind right now. Australian newspapers report that national flag-carrier Qantas has scratched its $50 million marketing deal with the federal government's tourism body, claiming that its boss is trying to remove the current Qantas management.
But once the tourism body has a time to catch its breath, it may want to debate if it should weigh into the scandal of the month that has been lighting up Australian social networks and possibly hurting the country's tourism reputation.
More than four million people have now seen "Caught on camera," a video which purports to show three Australians on a crowded bus abusing a woman identified as a French tourist with racist remarks. The video captures the sound of someone smashing a bus window near the woman.
The footage was shot, edited, and posted on YouTube by Melbourne comedian Mike Nayna. He claims he saw the French tourist be abused while she was sitting at the rear of a late-night commuter bus traveling across the city.
It's unclear what sparked the incident, though the woman is said to have been singing in French.
The creator of the YouTube video is emphatic that it was a racist incident, and police are investigating.
A challenge for Tourism Australia?
Given that the abuse was hurled at a tourist, the video raises the question of whether the country's tourism body ought to eventually consider how it presents its "diversity message" online.
The YouTube video's 4 million view count contrasts sharply with the official YouTube channel for Tourism Australia, whose most popular video of the year has been viewed only about 1.2 million times.
Should Tourism Australia try to find a way to put out a competing message about the inclusiveness of the country?
It's one of the tricky questions facing tourism boards and direct marketing organizations as they creep ever closer to becoming content producers, brand managers, and participants in social media conversations.
Korean tourists scared away
This discussion isn't academic. Korean citizens are being told by some media outlets that Australia is no longer a safe destination after three "racist attacks" on Korean nationals have been reported during the past three months.
Police are investigating the crimes.
About 30,000 Koreans are on working holidays in Australia, and far more visit annually.
Is a response appropriate, or is less said the better?
Tourism Australia managing director Andrew McEvoy told Australia's Herald Sun:
"Australia is renowned the world over for its safe and welcoming environment.
Most Australians will utterly deplore these images which, as we all know, are not an accurate reflection of how Australians treat international visitors.
Despite the attention such incidents often receive, the truth is that Australia is an extremely safe place to visit.
In fact, in our most recent research, looking at consumers in 11 of our top inbound markets, Australia rated extremely highly for safety and for the warm welcome given to international visitors, particularly amongst those who have actually spent time in the country."
Maybe diversity and Australia's welcome to people of all nations will be highlighted indirectly by Tourism Australi's next social media campaign.