Australia targets $230 billion in visitor expenditure by 2030 as government launches next action plan for THRIVE 2030, the national strategy for sustainable tourism growth covering 360,000 businesses.
What’s happening: The Albanese Labor Government has launched the next action plan for THRIVE 2030, Australia’s national strategy for long-term sustainable growth of the visitor economy.
Why this matters: The strategy provides a roadmap to grow visitor markets, embrace leading-edge business practices, and deliver unique experiences.
The Albanese Labor Government has launched the next action plan for THRIVE 2030, Australia’s national strategy for the long-term sustainable growth of the visitor economy, targeting $230 billion in visitor expenditure by 2030.
Australia’s travel and tourism industry is part of the national identity and crucial to the strength of the economy. Boasting 360,000 businesses and employing 700,000 people, the government is committed to collaborating with state and territory governments, industry bodies and tourism operators to achieve the shared goal of a thriving travel and tourism industry.
This action plan outlines how the government will continue to support the travel and tourism industry as it works towards the ambitious target of $230 billion in visitor expenditure in tourism by 2030.
Ambitious targets drive growth
Don Farrell, Minister for Trade and Tourism, outlined his vision for the industry.
“The THRIVE 2030 vision is bold, as it should be. My ambition is for a tourism industry that provides world-leading services and experiences, whilst generating well-paid jobs and opportunities across Australia, including for First Nations, regional and rural communities,” Farrell said.
“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.”
Marketing investment scales
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, $18.5 million to boost iconic tourism destinations in the Red Centre and Great Barrier Reef, 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.
Regional opportunities expand
Nita Green, Assistant Minister for Tourism and Assistant Minister for Pacific Island Affairs, emphasised the importance of the strategy for communities around Australia.
“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,” Green said.
“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.”
The strategy comes as Australia braces for unprecedented tourism activity, with Chinese New Year 2026 expected to deliver record visitor numbers during the longest holiday period in history.
First Nations experiences highlighted
Margy Osmond, CEO of Tourism & Transport Forum, reflected on the progress and future focus.
“As we move into the next phase of THRIVE2030, 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,” Osmond said.
“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.”
Evan Hall, chair of Australian Tourism Industry Council, emphasised the strategy’s importance for small businesses and regional destinations.
“The THRIVE 2030 strategy targets tourism growth which is critical to jobs, small businesses, and regional destinations,” Hall said.
“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.”
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