THRIVE 2030 strategy growing Australia's visitor economy

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

provide world-leading services and experiences to visitors
deliver significant and sustainable benefits to the Australian economy and community.

The strategy is industry-led and government-enabled.

The THRIVE 2030 Action Plan to 2030 outlines how the Australian Government will continue to support the national visitor economy.

THRIVE 2030 priorities

Since its launch in 2022, 3 themes have guided THRIVE 2030’s 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.

Read the THRIVE 2030: The Re-imagined Visitor Economy Strategy.

THRIVE 2030 targets

THRIVE 2030's targets are:

a visitor spend of $230 billion by 2030
$95 billion of this spent in regional Australia.

While the original $230 billion target is unchanged, it now excludes spending by long-stay international students. This increases the level of aspiration while more closely aligning the target to international standards for measuring tourism.

THRIVE 2030 Action Plan to 2030

This action plan sets out how THRIVE 2030 priorities will be implemented. It focuses on Australian Government activities that directly support tourism and the visitor economy. The Government will collaborate with states and territories and industry on delivery of the action plan.

There are 5 areas of focus for the period to 2030. Read about these focus areas in the THRIVE 2030 Action Plan to 2030.

THRIVE 2030 Recovery Phase 2022–2024

The THRIVE 2030 Recovery Phase 2022–2024 is complete. The final year of the Recovery Phase saw:

record high visitor spend
record numbers of tourism jobs and tourism businesses
more domestic overnight trips.

Learn more about the THRIVE 2030 Recovery Phase in:

THRIVE 2030 initiatives

Accessible tourism

Making tourism products or services more accessible opens new and valuable markets for tourism businesses.

Growing Australia’s international visitor markets

Austrade is helping Australia’s tourism industry to grow and diversify.

Growing tourism workforce and skills

Supporting the growth of a secure, resilient, world-class tourism workforce.

Supporting Australian tourism and travel package

Supporting the hospitality, tourism and travel industry.

Sustainable tourism

Sustainable tourism is central to the visitor economy’s future success.

Subscribe to Visitor Economy News.

Contact us

Email VisitorEconomy@austrade.gov.au.

THRIVE 2030 priorities

THRIVE 2030 targets

​THRIVE 2030 Action Plan to 2030