Adapt or die.
This blunt message from new Tourism Industry Association head Martin Snedden over the industry's propensity to moan and groan about its problems and to wait for the Government to solve them.
Mr Snedden says tourism is a big industry here and has the potential to contribute positively to the country's future - but it's not meeting its potential.
"It is about understanding about what the new order is. It's about changing the product and changing the service that exists in order to meet what current and future will be."
Tourism currently earns nine to $10 billion a year for the country, but Mr Snedden says it can do much better.