Opportunities for the Visitor Economy report
A modern, diversified and collaborative path to 2030
This research report examines trends and explores opportunities for the visitor economy in a post-COVID world.
You can use the report to inform considerations of how to achieve long-term success for Australia’s visitor economy.
The visitor economy should build its future by:
- diversifying its markets and destinations
- modernising its offer, assets and workforce
- collaborating at all levels to achieve these outcomes.
Findings and opportunities
The report identifies 31 key findings and a large number of opportunities in these areas:
- the importance of the visitor economy to Australia’s economy
- the impact of the pandemic and recovery
- Australia’s domestic and global markets
- the need to provide compelling reasons to visit
- the need to provide high quality experiences
- the importance of collaborating.
About the visitor economy
The visitor economy is made up of anyone who provides or promotes services to Australia’s domestic and international visitors.
It includes a diverse set of businesses that span several industry sectors and operate across cities and regional destinations.
In 2018–19, the Australian visitor economy:
- earned $39.6 billion in exports – the fourth-biggest sector
- provided 686,000 jobs – the eighth-biggest employer
- was growing 45 per cent faster than the rest of Australia’s economy.
Read about what the government is doing to help the sector adapt and plan for the future.