Australia could lead the world in cultural and eco-tourism if the federal government properly invests in the industry, the convenor of a national conference said on Monday.

Industry leaders from across Australia are in Brisbane for the Tourism Futures conference, to be officially opened by federal Tourism Minister Martin Ferguson on Tuesday.

Conference convenor Tony Charters said the aim is to take an over-the-horizon perspective on the industry, and there's a serious message for new Prime Minister Julia Gillard.

"Let's get serious about making Australia the world's number one destination for natural eco-tourism and cultural tourism," Charters told Australian Associated Press.

"We have a great network of World Heritage areas, biosphere reserves and natural landscapes, but we need the infrastructure to deliver them properly and deliver high quality experiences.

"Australia can lead the world, it can be our point of difference, but it needs serious investment, not just talk."

With a strong Australian dollar here to stay, Charters said Australia needs to provide not the cheapest holidays, but the best quality experiences.

"I think that's the major message that will come out of this event and to achieve such an aim we have to focus on our unique culture and natural heritage," he added.