Ensuring long-term growth for the visitor economy

We lead Australian Government tourism policy to support Australia’s visitor economy. We oversee THRIVE 2030, the national long-term strategy for the visitor economy.


THRIVE 2030 Strategy is an industry-led, government-enabled plan. It provides an action plan to rebuild and grow the sector.

The visitor economy was Australia’s fourth largest export sector before the COVID-19 pandemic. In 2019, the sector:

  • was worth $166 billion
  • employed 660,000 people.

COVID-19 compounded pre-existing challenges facing the visitor economy.

THRIVE 2030 addresses these challenges.

Read THRIVE 2030

About the visitor economy

The visitor economy covers all visitors who travel to and within Australia. This can be for various reasons, such as:

  • holidays
  • visiting friends and family
  • business
  • work
  • education
  • attending events.

A wide range of industries provide goods and services to visitors including:

  • accommodation
  • transport
  • culture, arts and recreation
  • travel agents and tour operators
  • education and training
  • business event service providers
  • food services
  • retail.

More information

Find out about grants and support for tourism businesses.


Subscribe to Visitor Economy News

Contact us

Email VisitorEconomy@Austrade.gov.au