Increasing numbers of tourists from China and other Asian nations on our doorstep are visiting our region, attracted in the main by its extraordinary natural beauty.

But our tourism planners are being caught on the hop, having underestimated the rapid increase in tourists choosing the south-west as a destination.

Last weekend, Chinese New Year, saw upwards of 10,000 visitors to the Twelve Apostles and Loch Ard Gorge. The surge of interest sparked traffic congestion, queues for the toilets and a general, unpleasant air of chaos.

While that may be a good thing on one level, concern is growing rapidly about what we are actually offering in the way of a genuine, value-for-money tourism experience.

There’s not much at the Twelve Apostles when all is said and done.

Yes, it is one of the most beautiful spots in the world, but once you’re there there’s not that much to keep you — and therein lies part of the problem, not just at that site but at others in the region also.

The entire area is suffering from a low economic yield because not long after the visitors get here they leave again. 

At the same time, while increasing numbers of visitors inevitably have an impact on the environment, they aren’t spending enough while here to help generate money to sustain what lured them here in the first place.

As it stands, many of the attractions in the south-west over-promise but under-deliver.

Social media has the power to spread the word and if visitors are dissatisfied with that they see, it doesn’t take long for that word to get around.

We must urgently find a way with state government help to fund priority projects that are crucial to providing and sustaining quality visitor experiences at iconic sites in the region.

Tourism is hugely competitive and Asia’s rapidly-expanding middle-classes are looking for the best that’s on offer.

If we can’t compete, they’ll look elsewhere.