Reimagining the Visitor Economy Expert Panel Report

Charting a course for long-term recovery and sustainable growth

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Date published 1 September 2021
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This independent report informed development of THRIVE 2030. THRIVE 2030 is the national strategy for long-term sustainable growth of Australia’s visitor economy.

COVID-19 compounded pre-existing challenges and changed the visitor economy landscape.

This report gives recommendations to:

  • rebuild the sector
  • ensure sustainable growth for the sector.


Recommendations are under 3 themes:

  • Diversify – expand markets to build resilience. Diversify products to improve competitiveness
  • Modernise – improve workforce, infrastructure, and business practices. This is to improve the visitor experience and drive demand
  • Collaborate – inclusive, regular and coordinated collaboration to achieve success.


The Reimagining the Visitor Economy Expert Panel consulted over 500 stakeholders. The panel received close to 100 submissions on its discussion paper.

A broad range of sources helped inform the work. These include:

  • submissions to the discussion paper
  • business survey results
  • the Opportunities for the Visitor Economy Research Report
  • consultation with organisations.

About the panel

The Minister for Trade, Tourism and Investment announced the panel on 30 April 2021:

  • The Hon Martin Ferguson AM, former Minister for Tourism (Chair)
  • Leanne Coddington, Chief Executive Officer of Tourism and Events Queensland
  • Karyn Kent, Chief Executive of StudyAdelaide
  • Kate Lamont AM, founder of Lamont’s Wine and Food, Western Australia
  • Juan Walker, owner-operator of Walkabout Cultural Adventures, Queensland

More information

Read the THRIVE 2030 Strategy.


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