Such is the advice to the Hunter's tourism body from industry researchers investigating tourism marketing plans.

A report by the Sustainable Tourism Co-operative research centre shows the Australian tourism industry is focused on marketing rather than strategic planning, sending a mixed message.

The report highlights a lack of co-ordinated visitor information and services at all levels of tourism.

Some larger local government councils had their own tourism strategies that were at odds with their state's approach.

The research would be used to develop Hunter Tourism's three- to five-year strategic plan, Hunter Tourism chief executive Sheridan Ferrier said yesterday.

There was a predominance of marketing and promotional organisations in tourism planning but a lack of willing organisations to execute said plans, the research found.

The report found improvement was needed in labour training, skills building, the competitive use of natural resources such as water and strategic planning for infrastructure, including roads.

While the industry bodies look inwards for improvement, 32 of the Hunter's front-line tourism operators have been recognised for their excellence as finalists for the NSW Tourism Awards, which are due to be held next month.

NSW TOURISM AWARDS HUNTER FINALIST LIST

Heritage & cultural tourism

Maitland Gaol, Hunter

Timbertown Heritage Theme Park, Mid-North

Coast

Tocal Homestead, Hunter

Specialised tourism services

Newcastle Airport, Hunter

Visitor information and services

Lake Macquarie Tourism Visitor Information

Centre, Hunter

Port Stephens Visitor Information Centre, Mid-

North Coast

Meetings & business tourism

Crowne Plaza Hunter Valley Resort, Hunter

Crowne Plaza Newcastle, Hunter

Shoal Bay Resort and Spa, Mid-North Coast

Major tour and/or transport operators

Moonshadow Cruises, Mid-North Coast

Northern Highland Travel, Hunter

Tour and/or transport operators