THRIVE 2030 puts international growth back in focus

Australia’s peak accommodation body has welcomed the Federal Government’s new tourism action plan, THRIVE 2030, describing it as a timely and much-needed step toward strengthening Australia’s international tourism appeal.

Accommodation Australia CEO James Goodwin said the strategy reflects a whole-of-government approach to growing the visitor economy, at a point where the sector is looking beyond recovery and toward long-term sustainability.

“This is the right plan at the right time to help achieve our common tourism goals and to build towards $230 billion in visitor expenditure by 2030,” Mr Goodwin said.

He said THRIVE 2030 recognises that while the tourism sector has emerged from the COVID recovery phase, continued growth will depend on having the right policy settings in place to ensure Australia remains competitive on the global stage.

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Central to the plan is improved aviation access, alongside a renewed focus on diversifying international markets and reducing reliance on traditional source countries.

“For too long Australia has leaned heavily on a narrow range of markets,” Mr Goodwin said. “This plan provides a blueprint to broaden our reach and tell Australia’s story to new and emerging audiences.”

The strategy also places emphasis on encouraging visitors to travel beyond gateway cities, helping to spread the benefits of tourism throughout regional and remote parts of the country.

“Australia is unique and full of natural wonder,” Mr Goodwin said. “Once visitors arrive, we need to do more to inspire them to explore further and experience what the rest of the country has to offer.”

Mr Goodwin highlighted the importance of ensuring Tourism Australia is adequately funded to deliver targeted international campaigns, both in established markets and in emerging destinations.

While welcoming the plan, Accommodation Australia said workforce availability remains a pressing issue for the sector.

“The chronic shortage of workers, particularly chefs and cooks, continues to affect properties right across Australia,” Mr Goodwin said. “We will keep advocating for the training, apprenticeship and migration settings needed to support the next phase of growth.”

Mr Goodwin congratulated Don Farrell on the release of THRIVE 2030 and said the accommodation sector looks forward to working closely with government to attract more international visitors to Australia in the years ahead.

Read more: ATEC urges action to convert tourism recovery into growth