The Albanese Government has launched the next action plan under its THRIVE 2030 strategy, setting the course for the continued growth of Australia’s visitor economy and reinforcing its ambition to reach $230 billion in visitor expenditure by the end of the decade.
Announced today in a joint statement by Assistant Minister for Tourism Nita Green, the new action plan builds on the national long-term strategy designed to drive sustainable growth across the travel and tourism sector.
Australia’s travel and tourism industry remains a cornerstone of the national economy and identity, comprising around 360,000 businesses and employing 700,000 people. The Federal Government said it will continue working closely with state and territory governments, industry bodies and operators to deliver on shared growth targets.
The action plan outlines the next phase of measures to support the sector, with significant funding already in play. This includes a $130 million investment in the second stage of Tourism Australia’s Come and Say G’day international marketing campaign, $18.5 million to boost iconic destinations including the Red Centre and Great Barrier Reef, and further investments in major events, tourism infrastructure, workforce capability and disaster recovery.
The broader THRIVE 2030 strategy provides a roadmap to expand visitor markets, adopt leading-edge business practices and deliver distinctive experiences – including elevating the role of First Nations communities and operators. It also prioritises workforce resilience and improved data and insights to inform industry decision-making.
Minister for Trade and Tourism Don Farrell said the strategy remains deliberately ambitious.
“The THRIVE 2030 vision is bold, as it should be,” he said. “My ambition is for a tourism industry that provides world-leading services and experiences, while generating well-paid jobs and opportunities across Australia, including for First Nations, regional and rural communities.
“We have achieved a huge amount together in recent years, and I’m excited to keep pushing forward in partnership with Australia’s travel and tourism industry.”
Assistant Minister for Tourism Nita Green highlighted the role of businesses and workers at the heart of the sector.
“I am proud of the hard-working workers and businesses that are the backbone of our travel and tourism industry and THRIVE 2030 is a key part of the Australian Government’s work to help them prosper,” she said.
“Travel and tourism are crucial to communities around Australia, and it’s through well-planned strategies like this that we can continue to create opportunities and success for all of Australia.”
Industry leaders have welcomed the next phase of the strategy, particularly as inbound visitation continues to strengthen.
Tourism & Transport Forum CEO Margy Osmond said: “As we move into the next phase of THRIVE2030, we reflect on the remarkable achievement in restoring and growing our inbound visitor numbers beyond full recovery. The focus now is on driving even greater growth across accommodation, transport, and hospitality industries in our cities and regional areas.
“Ambitious targets deliver ambitious outcomes, and this strategy is designed to generate more growth, opportunities, and prosperity for Australian businesses. Through close collaboration between industry and government, our visitor economy is poised to reach new heights, generating important growth for industry across the country.”
Australian Tourism Industry Council Chair Evan Hall also reiterated support for Tourism Australia’s demand-driving role.
“The Australian Tourism Industry Council strongly supports the strategic role of Tourism Australia to drive tourism demand across Australia; and we look forward to working with the Australian Government to support small businesses embrace AI and develop high-quality sustainable and accessible tourism experiences.”
Accommodation Australia CEO James Goodwin said the new action plan provides a welcome “whole-of-government approach” to growing the visitor economy.
“THRIVE 2030 not only acknowledges the tourism sector is finally out of the COVID recovery period, but that we need the right settings in place for long-term, sustainable growth to make Australia an attractive choice for international tourists,” Goodwin said.
“The way to do this is not only through improved aviation access – which is key – but through international diversification – for too long Australia has relied on traditional markets, this plan is a blue-print to spread our wings.
“Another important feature is to encourage the increased dispersal of tourists throughout Australia once they have arrived in the gateway cities – Australia is unique and full of natural wonder and we need to tell that story overseas.
“It’s also important Tourism Australia has appropriate funding to be able to promote Australia to the world with campaigns targeted for traditional markets, as well as destination marketing in new and emerging countries.
While welcoming the plan, Goodwin said the sector would continue to push for the skilled workforce necessary to service the influx in tourist numbers.
“The chronic shortage of workers such as chefs and cooks right across Australia needs to be addressed and we will continue to push for the right training, apprenticeship and migration settings to fulfill our industry’s needs,” he said.
