Austrade undertaking industry consultation on next phase of THRIVE 2030 visitor economy strategy

Austrade - the Federal Government's international trade promotion, investment and visitor attraction agency - is currently conducting a consultation on the next phase of the THRIVE 2030 visitor economy strategy, inviting industry stakeholders to have your say in shaping the long-term sustainable growth of the sector.

Aiming to return tourism and the visitor economy to pre-pandemic visitor spend and sustainable growth, with targets of the industry to $166 billion by 2024 and $230 billion by 2030, THRIVE 2030 is industry-led and government-enabled.

With the initial ‘Recovery Phase’ of the strategy focusing on rebuilding the visitor economy through driving domestic visitation, driving targeted international visitation and addressing priority supply-side issues, such as workforce shortages, the next ‘Consolidation Phase’, covering the period from 2025 to 2027, aims to achieve a consistent growth to meet targets.

It aims do this by:

• Pursuing a targeted, diverse portfolio of markets

• Investing in new products and destinations

• Improving business practices

• Continuing to build workforce capability.

While not widely publicised or promoted, Austrade is seeking input to drive this Consolidation Phase.

Overall, THRIVE 2030 envisions a visitor economy that delivers quality experiences for visitors through businesses that are globally competitive, profitable, sustainable and provides jobs, growth and infrastructure that benefit Australian communities.

THRIVE 2030 initiatives
THRIVE 2030 policy priorities include: 

• Supporting Australian tourism and travel

• Growing tourism workforce and skills

• Developing an international diversification strategy for Australia’s visitor economy

• Advancing sustainable tourism.

Interested parties are invited to visit Austrade’s consultation page before Friday 28th June 2024.

The Austrade team dealing with THRIVE 2030 can be contacted on email: VisitorEconomy@austrade.gov.au

Click here for more information.

Image: Indigenous Tourism in the Shark Bay world heritage area. Credit: Tourism WA.