Federal Government launches THRIVE 2030 strategy to rebuild tourism sector

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).