About Tourism 2020

Tourism 2020 was developed to respond to ongoing challenges and emerging opportunities for the Australian tourism industry. Providing a framework for growth, Tourism 2020 will assist tourism businesses remain competitive into the future in a dynamic global environment.

Tourism ministers from the Australian and state and territory governments have identified four policy priorities under Tourism 2020. These are to:

  • encourage high-quality tourism experiences, including Indigenous tourism
  • limit the tax, red tape and other regulatory burden industry faces
  • undertake coordinated and effective marketing campaigns to drive demand
  • work with industry to support the development of tourism infrastructure that can drive demand.

Tourism ministers have approved a Tourism 2020 Implementation Plan (2015-2020) developed in consultation with industry outlining the key actions needed to assist industry reach its potential.

Tourism 2020 Targets

To reach the Tourism 2020 target of doubling overnight domestic and international visitor expenditure to between $115 and $140 billion we require:

  • High impact, effective and coordinated international tourism marketing campaigns
  • Facilitation of the existing development pipeline to deliver quality rooms to meet our target of 6,000 to 20,000 new rooms by 2020.
  • 40 per cent to 50 per cent more international aviation capacity and 23 per cent to 30 per cent more domestic aviation capacity by 2020. This means an additional 1.9 million (as at March 2016) more inbound seats by 2020 – which equates to approximately 78 more A380 flights per week.
  • An additional 152,000 persons employed by 2020 to meet demand.

Tourism 2020 Implementation Plan (2015 to 2020)

In early 2014, over 160 industry leaders along with Australian, state and territory governments were consulted to identify key reforms necessary to assist the tourism industry to achieve the Tourism 2020 target.

The Chairs of the National Tourism Alliance (now the Australian Chamber of Commerce and Industry’s National Tourism Council), Tourism and Transport Forum, Australian Tourism Export Council and the Australian Regional Tourism Network presented the key reform priorities to Tourism Ministers in October 2014.

Australian, state and territory governments and tourism industry stakeholders agreed to work together to deliver several key reforms consistent with the four policy priorities. The key reform areas are:

  1. Increase cross portfolio collaboration within all levels of Australian Governments to plan and drive reform of the visitor economy.
  2. Improve visa arrangements to make Australia’s visitor visas easier, quicker and competitive.
  3. Improve aviation capacity and customer experience to improve access and flexibility to meet demand in the tourism transport environment.
  4. Develop a skilled tourism workforce to better service the visitor economy.
  5. Integrate national and state tourism plans into regional development and local government planning to generate effective infrastructure to service regional communities, services to the visitors and encourage private investment in tourism infrastructure.
  6. Identify partnerships, efficiencies and opportunities to increase marketing spend to drive demand for travel to Australia and improve conversion.

A programme of activities under the Tourism 2020 Implementation Plan (2015-2020) was finalised in August 2015. Tourism Ministers will oversee progress against the plan.