Reimagining the Visitor Economy Expert Panel Report

Summary

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

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.

Consultation

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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Contact us

Email: VisitorEconomy@austrade.gov.au