THRIVE 2030 strategy

The Re-imagined Visitor Economy

THRIVE 2030 is Australia’s national strategy for the long-term sustainable growth of the visitor economy.

Download the strategy

THRIVE 2030: The Re-imagined Visitor Economy Strategy, March 2022 (PDF 3.3MB)

THRIVE 2030: The Re-imagined Visitor Economy Strategy, March 2022 (DOCX 529KB)

Download the summary

THRIVE 2030: Strategy at-a-glance, March 2022 (PDF 49KB)

Download the action plan

THRIVE 2030: Strategy Action Plan, Phase 1: Recovery, March 2022 (PDF 2.8MB)

 If you are having difficulty accessing the documents, contact us.

Strategy overview

THRIVE 2030 is industry-led and government-enabled. To drive success, the strategy:

  • provides a vision
  • sets targets
  • outlines policy priorities.

THRIVE 2030 vision

THRIVE 2030 envisions a visitor economy that:

  • delivers quality experiences for visitors
  • includes businesses that:
    • are globally competitive
    • are profitable
    • grow sustainably
  • provides jobs, growth and infrastructure that benefit Australian communities.

The strategy outlines priorities to address:

  • the challenges created by COVID-19
  • pre-existing structural trends and issues.

Three themes guide these priorities:

  • diversifying markets, experiences and destinations. For example, respectful inclusion of First Nations peoples and cultures
  • modernising the visitor economy workforce, infrastructure and business practices
  • collaborating between industry and government at every level, including by using high quality data and insights.

THRIVE 2030 targets

THRIVE 2030 aims to return the sector to pre-pandemic visitor spend and sustainable growth:

  • returning it to $166 billion by 2024
  • growing it to $230 billion by 2030.

The strategy aims for regional Australia to capture about 40% of this spend.

Strategy phases

There are 3 phases of the strategy’s implementation:

  1. Recovery Phase 2022–2024. This will focus on rebuilding the visitor economy. It will do this by:
  • driving domestic visitation
  • driving targeted international visitation
  • addressing priority supply-side issues, such as workforce shortages.
  1. Consolidation Phase 2025–2027. This aims to achieve a consistent growth to meet targets. It will do this by:
  • pursuing a targeted, diverse portfolio of markets
  • investing in new products and destinations
  • improving business practices
  • continuing to build workforce capability.
  1. Acceleration Phase 2028–2030. This aims to speed up growth, increase service quality and grow visitation. It will do this by building on the investment in earlier phases. This includes through improvements in business processes and technology.

THRIVE 2030 advisory and working groups

THRIVE 2030 Implementation Advisory Group

The THRIVE 2030 Implementation Advisory Group (TIAG) will monitor and oversee strategy implementation. The group includes industry leaders and senior government officials.

Find out about the TIAG.

Industry Data and Expert Analysis Working Group

The Industry Data and Expert Analysis (IDEA) Working Group will recommend how to produce data that’s more relevant, and timely. This is to:

  • better inform business decision-making
  • better inform government policy
  • build investor confidence.

Find out about the IDEA Working Group.

Workforce and Skills Technical Working Group

The Workforce and Skills Technical Working Group will investigate new approaches to help industry create a highly skilled workforce. This is so they can offer high-quality service to visitors.

Find out about the Workforce and Skills Technical Working Group.

Work to inform the strategy

The strategy is informed by the:

More information

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