Reimagining the Visitor Economy
Reimagining the Visitor Economy is a whole-of-government and industry long-term strategy to chart a course for the long-term growth of Australia’s visitor economy after the
impacts of COVID-19.
Prior to COVID-19, the visitor economy was Australia’s fourth largest export sector, comprising domestic and international tourism; international student, business and leisure travellers; and the associated industries of hospitality, aviation and accommodation.
The Minister for Tourism, Trade and Investment, the Hon. Dan Tehan MP announced the creation of the Reimagining the Visitor Economy Panel on 30 April 2021, appointing former Minister for Tourism, the Hon. Martin Ferguson AM, to lead the panel. The other members of the panel are:
The Expert Panel will advise industry and government on the future of Australia’s visitor economy, helping the government to shape a policy framework that can guide the sector through longer-term transformation to sustainable growth.
The Expert Panel is undertaking a broad program of government and industry consultation to collate ideas on how the visitor economy can innovate, boost productivity and yield and build long-term sustainable growth in the post COVID-19 world. Areas of investigation include:
Click here to view some of the submissions which have been received to date.
Austrade commissioned the Opportunities of the Visitor Economy research report to assist the work of the Expert Panel, examining trends and exploring issues and opportunities. The report highlights that the visitor economy should build its future by diversifying its markets; modernising its offer, assets and workforce; and collaborating at all levels.
The report identifies 31 key findings and a number of opportunities in the following areas:
Click here to view the report.
The delivery of the Expert Panel’s report will restart the work of the draft Tourism 2030 strategy, which was paused due to the onset of the COVID-19 pandemic. The new strategy will have a goal of creating a globally competitive Australian visitor economy which provides a world-leading visitor experience, grows sustainably, benefits the environment and enriches the lives of Australians.