Tehan launches THRIVE 2030 strategy to rebuild tourism sector


The Federal Government’s strategy for the long-term growth of Australia’s visitor economy THRIVE 2030 was launched in Townsville today.

The THRIVE 2030 strategy is expected to grow the value of the visitor economy to $230 billion by 2030.

Tourism Minister Dan Tehan said the strategy was driven by three core themes – collaboration, modernisation and diversification.

The strategy is being backed up by an initial $60 million over three years to attract more visitors to Australia from new and diverse international markets. This includes additional support for the Business Events bid fund attracting major events to Australia.

“Prior to Covid-19, Australia’s visitor economy was valued at $166 billion,” said Tehan.

“Our Government’s strategy sets out a long-term plan to rebuild and grow this important sector to new heights, supporting more jobs, businesses and opportunities in the process.

“Our Government will work with states and territories, regional communities and tourism operators to deliver significant and sustainable benefits to the Australian community through this strategy.”

Assistant Minister for Regional Tourism Michelle Landry said the THRIVE 2030 strategy is an important step in Australia’s bounce back after the effects of the pandemic.

“The pandemic has only reiterated the importance of a long-term strategy to build on new opportunities arising in the visitor economy,” Landry said.

“As the strategy seeks to address key short-term and long-term issues with the visitor economy, the Australian tourism industry has a lot to look forward to with pent up demand driving interest and confidence in our country.”

Tehan also announced the membership of three advisory groups that will help provide guidance to the implementation of the THRIVE strategy.

An Advisory Group will report on the implementation of the visitor economy strategy; an Industry Data and Expert Analysis Working Group will identify information and data needs of visitor economy participants and a Workforce and Skills Technical Working Group will help visitor economy businesses develop a workforce with the right skills to meet the needs of visitors.