March 28, 2023

DFAT aims to THRIVE with new tourism strategy through to 2030

New and emerging markets are heavy targets for the new technique.

The method has actually been welcomed by Tourism Accommodation Australia and the Accommodation Association, with TAA National CEO, Michael Johnson, stating THRIVE sets a tone of expect the national tourism industry.

Divide into 3 phases, the first phase runs till 2024 and is aimed squarely at healing as international markets return and are reestablished. Immediate issues including workforce scarcities and destination development will be attended to in this phase.

” After 2 years of hibernation and severe turmoil, Australias tourism and accommodation industry now has a strategic plan which lays out where we are, where we need to be and in fact guides us on how to arrive,” Johnson stated.

THRIVE, an acronym for The Re-Imagined Visitor Economy, aims to bring back Australias tourist industry to its status as one of the nations largest export sectors. In 2019, the sector deserved AUD$ 166 billion each year and employed more than 660,000 people.


The period from 2028-2030, or Acceleration Phase, will utilize from investments made in earlier phases where the sector can further improve organization practices and continue to grow visitation from new and emerging markets.

” The method proposes a variety of actions including specific amendments to migration settings, the elimination of barriers for tourists, investment in tourist infrastructure and the promotion of previously underutilised tourist assets that Australia naturally has at its disposal.”

” Australia is still a prominent international tourist location, with first-rate experiences, enthusiastic tourist operators, highly-skilled workers and excellent education service providers,” Minister Tehan said.

Minister for Trade, Tourism and Investment, Dan Tehan, stated Australias recovery from COVID-19 was collecting speed with travel constraints continuing to relieve.

Tourist Accommodation Australia National CEO, Michael Johnson.

The Australian Governments Department of Foreign Affairs and Trade (DFAT) has released the proposed THRIVE 2030 strategy, under which the country and the market overall has actually set a target of reaching AUD$ 166 billion in total visitor expense by 2024.

The THRIVE strategy is set out into phases of Recovery, Consolidation and Acceleration.

The technique likewise takes into consideration a broader goal to improve the lives of Australians through tourist market success and in turn, providing sustainable growth, enhancement to community features and ecological level of sensitivity, particularly in regional Australia.

Viewpoint and analysis from more than 350 market stakeholders was factored into the formation of the strategy. Key goals of the plan consist of diversifying destinations, markets and experiences, modernising providers and promoting higher levels of collaboration.

Next, the duration from 2025-2027 has been called the Consolidation Phase and will intend to set a maintain a strong growth trajectory by pursuing a diverse however targeted portfolio of visitor markets, purchasing brand-new products and improving general quality of the visitor experience.

” The Morrison Government is dealing with the sector to guarantee our tourism market is established to be successful over the coming years, and thats why our federal government commissioned a panel of professionals, led by previous Tourism Minister Martin Ferguson to establish a strategy for boosting the visitor economy.”

Views from industry stakeholders are now being sought to a newly launched long-lasting tourist strategy for Australia focused on restoring and reimagining the visitor economy in the wake of the COVID-19 pandemic.