Reimagining the Visitor Economy Expert Panel Report

Charting a course for long-term recovery and sustainable growth

September 2021



COVID-19 has compounded the challenges facing the visitor economy and has changed its landscape. This report gives recommendations to rebuild sustainable growth for the sector. Immediate action and long-term planning are needed.

Recommendations are under 3 themes:

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

About this report

An 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, including:

Read the List of Organisations Consulted by the Expert Panel (DOCX 870KB).

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

Have your say on the draft long-term strategy

We are seeking your views on the proposed long-term visitor economy strategy: THRIVE 2030 until 23 December 2021. 


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