Whole of government working with industry to achieve Australia's tourism potential
Tourism 2020 is Australia's national strategy to enhance growth and competitiveness in the tourism industry by focusing on six strategic areas to:
- Grow demand from Asia
- Build competitive digital capability
- Encourage investment and implement regulatory reform agenda
- Ensure tourism transport environment supports growth
- Increase supply of labour, skills and indigenous participation
- Build industry resilience, productivity and quality
Tourism 2020 integrates the National Long-Term Tourism Strategy with the growth aspirations of the 2020 Tourism Industry Potential. Endorsed by all state and territory tourism ministers, it brings the existing work, research and collaboration between industry and governments into a single plan, one that links tourism supply with demand.
Tourism 2020 information
- Tourism 2020 overview. Published in December 2011, this four page document provides an overview of Australia's national strategy to enhance growth and competitiveness in the tourism industry.
- Tourism 2020 PowerPoint presentation: Published in January 2012, this 16 slide presentation provides an introduction to Tourism 2020
- The 2020 Tourism Industry Potential one year on: progress report and tourism strategy update. Published in October 2011, this four page document provides an overview of progress made toward the 2020 Tourism Industry Potential, and outcomes from the National Long Term Tourism Strategy a year after they were rolled out.
- National Long-Term Tourism Strategy (NLTTS) Progress Report 2011. Published in December 2011, this document provides a comprehensive update on the NLTTS including: key policy achievements, key achievements for industry operating environment, key deliverables for businesses and updates from each of the NLTTS working groups.
- The 2020 Tourism Industry Potential. Published in November 2010, this four page document explains what a successful Australian tourism industry will look like in 2020.
Related links
Related information
- 2020 China building the foundations – knowing the customer. Consumer research released March 2012 carried out across 13 of China’s largest and fastest growing cities is being used by Tourism Australia to further enhance its ten year marketing plan aimed at continuing to lure China’s affluent and travel hungry middle and upper classes to visit Australia. The research provides key insights into the Chinese consumer, their purchasing intentions and desire for experiencing travel.
- China 2020 Strategic Plan. Announced in June 2011 by the Minister for Tourism, the Hon Martin Ferguson AM MP, at the inaugural Australia-China Tourism Summit in Cairns, Tourism Australia's China 2020 Strategic Plan aims to ensure Australian tourism remains competitive in the fast growing market for outbound travel from China.
- 2020 potential for the business events sector. Published in July 2011, this two page document outlines how Australia’s business events sector has the potential to double the overnight expenditure by visitor delegates to between $15.8 billion and $16.0 billion by 2020..