The Australian Government is fully invested in supporting Australia’s travel and tourism industry to grow and embrace new opportunities.

Today we are proud to launch the next action plan for THRIVE 2030, Australia’s national strategy for the long-term sustainable growth of the visitor economy.

Australia’s travel and tourism industry is part of our national identity, and crucial to the strength of our economy. Boasting 360,000 businesses and employing 700,000 people, the Australian Government is committed to collaborating with state and territory governments, industry bodies and tourism operators to achieve our shared goal of a thriving travel and tourism industry.

This action plan outlines how the Australian Government will continue to support the travel and tourism industry as we work towards our ambitious target of $230 billion in visitor expenditure in tourism by 2030.

There is already much underway, including a $130 million investment in the second stage of Tourism Australia’s Come and Say G’day international marketing campaign and significant investments in events, infrastructure, building the tourism workforce and supporting recovery from natural disasters.

The THRIVE 2030 strategy provides a roadmap to grow visitor markets, embrace leading-edge business practices, deliver unique experiences including highlighting the offering of First Nations communities and operators, grow a resilient workforce and improve data and insights.

THRIVE 2030 is the product of extensive consultation and collaboration with industry and state and territory governments. Together we are creating an exciting future for our travel and tourism industry.

Minister for Trade and Tourism Don Farrell said: “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.

“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.”

Assistant Minister for Tourism Nita Green said: “I am proud of the hard-working workers and businesses that are the backbone of our travel and tourism industry and THRIVE 2030 is a key part of the Australian Government’s work to help them prosper.

“Travel and tourism are crucial to communities around Australia, and it’s through well planned strategies like this that we can continue to create opportunities and success for all of Australia.”

Tourism & Transport Forum CEO Margy Osmond said: “As we move into the next phase of THRIVE 2030, we reflect on the remarkable achievement in restoring and growing our inbound visitor numbers beyond full recovery.

"The focus now is on driving even greater growth across accommodation, transport, and hospitality industries in our cities and regional areas.

“Ambitious targets deliver ambitious outcomes, and this strategy is designed to generate more growth, opportunities, and prosperity for Australian businesses. Through close collaboration between industry and government, our visitor economy is poised to reach new heights, generating important growth for industry across the country.”

Australian Tourism Industry Council Chair Evan Hall said: “The THRIVE 2030 strategy targets tourism growth which is critical to jobs, small businesses, and regional destinations.

“The Australian Tourism Industry Council strongly supports the strategic role of Tourism Australia to drive tourism demand across Australia; and we look forward to working with the Australian Government to support small businesses embrace AI and develop high quality sustainable and accessible tourism experiences.”

Learn more about the THRIVE 2030 action plan here.

Download the THRIVE 2030 action plan here.