Federal Government launches THRIVE 2030 strategy to rebuild tourism sector

March 26, 2022

The Federal Government has released THRIVE 2030, a plan setting out a long-term growth strategy for Australia’s visitor economy that aims to grow the tourism industry’s value to $230 billion by 2030.

Launched yesterday by Federal Tourism Minister Dan Tehan in Townsville the strategy is driven by three core themes - collaboration, modernisation and diversification - and is backed up by the $60 million investment to attract more visitors to Australia announced earlier this week.

Advising that THRIVE 2030 provides a “roadmap for recovery”, Minister Tehan stated “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.

“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.”

Federal Assistant Minister for Regional Tourism, Michelle Landry said the THRIVE 2030 strategy is an important step in Australia’s bounce back after the effects of the pandemic.

She added “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.”

Tehan also 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 workforce with the right skills to meet the needs of visitors.

TRHIVE 2030 is seen as reflecting 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.

Click here to view the full THRIVE 2030 national strategy.

Images: The Townsville foreshore (top) and Federal Tourism Minister Dan Tehan at the recent Qantas Tourism Awards (below).

25th March 2022 - Successful ‘Uncover Melbourne’ program concludes at AIME 2022

22nd March 2022 - Federal Government announces $60 million in new visitor economy funding with $15 million for Tourism Tropical North Queensland

18th March 2022 - Industry reunites for presentation of Qantas Australian Tourism Awards

17th March 2022 - Queensland campaign aims to promote tourism across the State in wake of floods and COVID

9th March 2022 - Ballarat to host Australian Regional Tourism Convention in 2022

7th March 2022 - Tourism and Transport Forum prepares for inaugural Green Summit

4th March 2022 - New professional development program to help regional tourism professionals navigate post-lockdown visitor economy

4th March 2022 - Call for tourism industry investment after Western Australia’s border opening

22nd February 2022 - Scenic World launches thrilling tourism experience in the Blue Mountains

19th February 2022 - Adventure Travel Trade Association moves to facilitate tourism development among forward thinking nations

10th February 2022 - First Aboriginal Tourism Strategy Report Card released by Tourism NT

6th February 2022 - United Nations report highlights importance of tourism in global economic recovery

4th February 2022 - Ecotourism Australia announces Elissa Keenan as new Chief Executive

4th February 2022 - Big Red Group develops partnerships to aid tourism recovery in North Queensland and NSW

27th January 2022 - Tourism Industry Council South Australia data shows plummeting business outlook

26th January 2022 - Tourism and research partnership expedites Great Barrier Reef recovery

17th January 2022 - Tourism Tasmania promotes King Island events and visitor experiences

12th January 2022 - A fifth of the world’s destinations remain off limits to tourism

2nd February 2022 - ATEC calls on Federal Government to open Australia’s borders to international tourists

16th December 2021 - ATEC highlights need for government commitment to the tourism industry in light of Omicron

26th November 2021 - Federal Government opens consultation on Australian Tourism Plan 2030 draft

9th April 2021 - Tourism Conference to explore reigniting Victoria’s visitor economy

21st December 2020 - ATEC welcomes Dan Tehan as Australia’s new Federal Tourism Minister

6th September 2018 - NSW visitor economy plan puts more emphasis on regions

7th December 2011 - Ferguson unveils Tourism 2020 plan

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.