Supporting the visitor economy to rebuild and grow

  • Joint media release with:
  • The Hon Michelle Landry MP, Assistant Minister for Children and Families, Assistant Minister for Regional Tourism

The Morrison Government’s strategy for the long-term growth of Australia’s visitor economy will support jobs and businesses across the country.

Our Government’s THRIVE 2030 strategy, launched in Townsville today, is expected to grow the value of the visitor economy to $230 billion by 2030.

There are more than 300,000 businesses in the visitor economy and it employs, directly and indirectly, more than one million Australians.

Minister for Trade, Tourism and Investment Dan Tehan said the strategy was driven by three core themes: collaboration, modernisation and diversification.

To deliver THRIVE 2030, the Morrison Government is also providing an initial investment of:

  • $75.5 million in targeted support for travel agents and tour arrangement service providers to continue to operate and rebook travel credits. This is the final round of the Consumer Travel Support Program.
  • $60 million over three years to attract more visitors to Australia from new and diverse international markets. This includes additional support for the Business Events bid fund attracting major events to Australia.
  • $2 million over 2 years for the development of an industry led visitor economy online employment and skills platform.
  • $4.8 million for Tourism Research Australia to capture and analyse new tourism and visitor data sources, to support businesses, organisations and governments make more timely and informed business decisions.

“Prior to Covid-19, Australia’s visitor economy was valued at $166 billion. Our Government’s strategy sets out a long-term plan to rebuild and grow this important sector to new heights, supporting more jobs, businesses and opportunities in the process,” Mr Tehan said.

“Australia remains a world-leading visitor destination with the best attractions, the best people, the best lifestyle supported by the best tourism industry and this strategy will ensure we remain a destination of choice into the future.

“Our Government will work with states and territories, regional communities and tourism operators to deliver significant and sustainable benefits to the Australian community through this strategy.”

Assistant Minister for Regional Tourism Michelle Landry said the Coalition Government’s THRIVE 2030 strategy is an important step in Australia’s bounce back after the debilitating effects of the Covid-19 pandemic.

“THRIVE 2030 sets out to assist the tourism industry and governments in setting a plan for sustainable long-term growth of the visitor economy over the next ten years. The pandemic has only reiterated the importance of a long-term strategy to build on new opportunities arising in the visitor economy.

“As the strategy seeks to address key short-term and long-term issues with the visitor economy, the Australian tourism industry has a lot to look forward to with pent up demand driving interest and confidence in our country,” Ms Landry said.

Mr Tehan announced the membership of three advisory groups that will help provide guidance to the implementation of the THRIVE strategy. An Advisory Group will report on the implementation of the visitor economy strategy; an Industry Data and Expert Analysis Working Group will identify information and data needs of visitor economy participants and a Workforce and Skills Technical Working Group will help visitor economy businesses develop a world-class workforce with the right skills to meet the needs of visitors.

The strategy reflects the views of industry, businesses and state and territory governments and incorporates the recommendations of an independent expert panel, led by former Tourism Minister Martin Ferguson, as outlined in their 2021 Reimagining the Visitor Economy Report. To view the full national strategy visit:

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