The advertising image of Australia in the 1970s and ’80s is no longer relevant and it’s “critical” the nation does something about it, according to the global CEO of Bastion Agency.

He says the future of the country depends on it.

“We need to look beyond white sand beaches and funny-looking animals,” Jack Watts told Tom Elliott.

“As a nation, we need to develop beyond that, not just as a tourist destination but a business destination, an immigration destination, an investment destination.

“Tourism is about two per cent of the economy, obviously less in the last couple of years.

“The country has to evolve.”

Press PLAY below to hear Jack Watts explain the importance of identity

Picture: Getty iStock