Newly promoted federal Tourism Minister Richard Colbeck has called for changes to penalty rates, saying he is concerned about their impact on the sector.

Senator Colbeck said at the moment talk about penalty rates was a one-sided debate and urged unions to spell out what changes they would be prepared to accept.

"It is really quite concerning for me that at some of the peak times the tourism industry is actually losing money or can't afford to open," he said.

"It's obvious that we need to progress this. It's good that the conversation is being had.

"It would be really nice to see the union movement put some of their thoughts on the table. At the moment it is a very one-sided conversation."

Tony Abbott's frontbench did not include a tourism minister and the industry has welcomed Malcolm Turnbull's decision to reverse that and appoint Senator Colbeck.

The new Minister identified new players like Airbnb and Uber as challenges that he hoped the tourism industry could take advantage of.

He said he wanted to overcome the confusion that can be created as different Australian regions vie to differentiate themselves.

Senator Colbeck said overseas visitors regarded Australia as a single destination and he was urging them to consider adopting one brand for the whole nation.

"I have quietly floated that so far and been quite encouraged by the response to date," he said.

He suggested it could be linked to efforts by the National Farmers Federation and Meat and Livestock Australia to promote Australian produce with a brand they call "True Aussie".

He cited the success of the "100% Pure New Zealand" brand as an example of the way it could resonate.

"The first objective is to get tourists here into Australia and then allow the market to compete for the various segments here once they arrive," he said.

When they do arrive, he wants to ensure their experience at the airport is smooth.

Senator Colbeck said it was important that visitors could go through Customs and Immigration as quickly as possible and said that would not compromise tight border security.

No evidence shark attacks deterring tourists, Colbeck says

Meanwhile, he said he saw no evidence that the publicity surrounding recent shark attacks had deterred tourists.

But the Minister said changes to fisheries management meant there were more sharks around the coastline.

"So more of them are surviving, so we are going to have to look at that," he said.

"I had some conversations with some people in the surfing community earlier in the week, they are looking at various forms of technology that might be able to assist us with that.

"But let's not forget that in some parts of Australia, being able to see sharks is actually a tourist attraction, so I would not put it all in the negative."