The latest phase of the THRIVE 2030 Action Plan outlines how Australia will drive sustainable tourism growth and reach $230 billion in visitor spend by 2030.
The Australian Government has unveiled the next stage of its THRIVE 2030 Action Plan, detailing how it intends to achieve $230 billion in visitor expenditure by 2030 through international marketing, investment in iconic attractions and industry-wide capability building.
Over the next four years, the THRIVE 2030 Action Plan will focus on five priority areas to support Australia’s tourism industry and broader visitor economy.
These include growing inbound visitation and spend from established and emerging markets, such as South-East Asia and India, while helping tourism businesses modernise, lift competitiveness and attract and retain a skilled workforce.
A key target within the THRIVE 2030 Action Plan is boosting regional dispersal with $95 billion in visitor expenditure earmarked for regional Australia by 2030. The strategy will support the development and promotion of new experiences and events designed to spread demand beyond capital cities and embed First Nations cultural heritage into the national tourism offering.
Improving access to data and insights is another core pillar, aimed at strengthening both government policy development and private-sector investment decisions.
What funding and initiatives are already underway?
Several initiatives under the THRIVE 2030 Action Plan are already in motion. These include $130 million for the second stage of Tourism Australia’s ‘Come and Say G’day‘ international marketing campaign and $18.5 million to enhance iconic destinations, such as the Red Centre and the Great Barrier Reef.
The government is also investing in major events, infrastructure upgrades, tourism jobs and natural disaster recovery to reinforce the sector’s resilience and long-term growth.
By 2024, the first two years of the THRIVE 2030 Recovery Phase had delivered record-high visitor spend, more domestic overnight trips and record numbers of tourism jobs and tourism businesses.
What are industry leaders saying about THRIVE 2030?
Federal Trade & Tourism Minister Don Farrell said the strategy reflects an ambitious vision for the sector.
“The THRIVE 2030 vision is bold, as it should be. My ambition is for a tourism industry that provides world-leading services and experiences, while generating well-paid jobs and opportunities across Australia, including for First Nations, regional and rural communities,” he said.
“We have achieved a huge amount together in recent years, and I’m excited to keep pushing forward in partnership with Australia’s travel and tourism industry.”
Tourism & Transport Forum CEO Margy Osmond added that the focus must now shift to accelerating growth across accommodation, transport and hospitality in both metropolitan and regional markets.
Australian Tourism Industry Council (ATIC) Chair Evan Hall agreed, saying the THRIVE 2030 Action Plan, alongside Tourism Australia’s strategy, will help drive tourism growth nationwide.
“We look forward to working with the Australian Government to support small businesses embrace AI and develop high-quality sustainable and accessible tourism experiences,” he said.
Welcoming the announcement, Accommodation Australia CEO James Goodwin said the new plan provides a “whole-of-government approach” to the visitor economy.
“THRIVE 2030 not only acknowledges the tourism sector is finally out of the COVID recovery period, but that we need the right settings in place for long-term, sustainable growth to make Australia an attractive choice for international tourists,” he said.
“The way to do this is not only through improved aviation access… but through international diversification – for too long Australia has relied on traditional markets, this plan is a blue-print to spread our wings.
“Another important feature is to encourage the increased dispersal of tourists throughout Australia once they have arrived in the gateway cities – Australia is unique and full of natural wonder and we need to tell that story overseas.”
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KARRYON UNPACKS: The latest THRIVE 2030 Action Plan sets a sustainable growth focus for Australia’s tourism and travel industry with stronger regional dispersal, First Nations integration and data-led investment creating fresh opportunities for advisors, operators and suppliers.
