James Goodwin: One year on and just getting started

When James Goodwin took the reins as CEO of Accommodation Australia (AA) last year, he barely had time to hang his jacket before being thrown into the industry’s biggest event of the year.

“NoVacancy 2024 was a great onboarding for me. I was only in the industry ten days when I attended,” he laughs.

It was a crash course, but one that perfectly set the tone for the year ahead: fast, high-pressure and brimming with opportunity.

Read the latest AccomNews magazine HERE

Merger to milestone

Inside AA, James’ first priority was to complete the delicate task of bringing together two peak bodies into a single, united association.

“We needed to walk before we could run,” he explains. “Finalising the amalgamation, putting the board in place, and then releasing our new strategic plan were crucial steps. That moment when the plan was launched felt huge. It was about setting up AA for the future.”

Advocacy in action

Externally, the timing was no less intense. The federal election loomed, and James had to ensure accommodation’s voice was heard.

“We had to be ready at any moment. By early 2025, we had our wish list on the table. The goal was simple: present the sector’s issues clearly and fight for the greater good.”

That advocacy is already paying dividends. AA secured tourism funding to stimulate emerging markets, progress on visa reforms, and worked with the Bureau of Statistics to sharpen job categorisations.

“Yes,” he says, “distinguishing a sommelier from bar staff really matters.”

But perhaps the most exciting achievement has been the launch of eeger, the Tourism, Hospitality & Travel Employment and Skills Platform.

“When I started, it was just a concept,” he says. “Now it is creating a real buzz. People feel recognised, morale has lifted, and it is giving us the evidence we need to push harder on workforce issues.”

Tackling challenges head-on

James is candid about the ongoing hurdles. “The skills shortage is not solved. Roles are being filled, but we need the right people with the right training. On-the-job training for frontline staff is absolutely essential.”

Short-term rental accommodation also remains high on his agenda. “Motels and small businesses are directly impacted. I have done some myth-busting with managers about occupancy and competition.

“Facts matter in this debate.”

A winter win: Vivid Sydney

While skills and policy take time to shift, the industry has also had cause for celebration. This year’s Vivid Sydney was another blockbuster, drawing more than 1.2 million visitors in its first week alone, with occupancy in the city hitting close to 90 percent on Saturday nights.

“Events like Vivid are sugar hits for our industry,” James says. “They turn quiet winter weekends into boom periods. And they can be the start of a longer story. If someone comes for Vivid and has a great stay, they will come back and tell others.”

Still, international numbers remain stubbornly below pre-COVID levels. While New Zealand continues to send the largest group of arrivals, James believes the future lies elsewhere. “We cannot rely on one or two countries.

“We need to focus on emerging markets such as India, South Korea and Southeast Asia. That is where the growth will come.”

Keeping it real with members

Throughout the year, James has stayed true to his promise to meet members on the ground across the country. In one meeting focused on big-picture policy, a motel operator raised what was top of mind for him… bed bugs!

“It might not sound glamorous”, he says, “but it was a reminder that while I am dealing with government leaders and national priorities, members face very real, everyday challenges.

“That conversation was a reality check. It reinforced that my role is not just about advocacy in Canberra, it is also about being a facilitator, helping solve problems large and small, and making sure every member has a voice.”

He is equally energised by the innovation he sees in the sector. “There are some incredibly intelligent people doing very creative, sustainable things in our industry. It is inspiring and, honestly, it keeps me on my toes.”

A new board, a new era

AA also begins its second year with a refreshed board, including Andrew Bullock (1834 Hotels) as Treasurer and Shelley Verdouw (RACV Hobart) as a new representative. Returning Chair David Mansfield (The Ascott Limited) and Deputy Chair Emma Hynes (IHG Hotels) provide continuity.

“This board is strong on both governance and industry experience,” James says warmly. “I am excited about what we will achieve together.”

Always on the move

Balancing member visits, advocacy and a lot of travel has been demanding, but James relishes the pace.

“I get an adrenaline rush from meeting new people and seeing new places,” he says. “The vibrancy of this industry is infectious. Living in Canberra but being able to share stories from Dubbo, Cairns or Hobart makes me a more effective representative.”

Looking ahead

As year two begins, James’ priorities are clear: consolidate AA’s governance, push for productivity gains, reduce red tape, deliver solutions to the chef shortage, and keep STRA regulation on the national agenda.

He is also preparing for NoVacancy 2025 this September, where he is a speaker, he will join several industry leader panels, and contribute to key discussions. He says he is looking forward to reconnecting with colleagues and AA members, meeting new people and exploring the latest innovations at the expo.

“I cannot wait”, he says, “it is a one-stop shop for ideas, innovation and connecting with people. I am especially keen to dive into the AI and sustainability talks.”

The final word

One year in, James is energised rather than exhausted. His message to members is simple:

“Our sector is vital to Australia’s economy. We have achieved a lot in twelve months, but this is just the beginning. My role is to make sure more people understand just how important accommodation is, and to keep telling that story.”

Read more about James Goodwin HERE

Enjoy this interview with David Mansfield (The Ascott Limited) HERE

You may also enjoyed this interview with leader Matthew Peade at TFE Hotels HERE

AccomNews is getting ready to spotlight more industry leaders like James at NoVacancy 2025.

Join us for our “Meet the Editor” live sessions at the NoVacancy 2025 Expo in Sydney, where Mandy Clarke will be sitting down for relaxed, one-on-one chats with industry leaders, operators, suppliers, and innovators.

Basically, anyone with a great story to tell!

📧 To book a spot, email Mandy at [email protected]

📱 Or closer to the event, you can secure a time via the NoVacancy app.