This is an outline of the 18th annual conference for the Council for Australian University Tourism and Hospitality Education (CAUTHE). The theme of the annual conference was “Where the ‘bloody hell’ are we?” It was an appropriate theme given that inbound tourism has remained relatively static and the challenges to the pre-eminence of tourism as a viable industry in Australia are considerable. The keynote address for the conference was delivered by Gayle Jennings of Griffith University.