Australia’s THRIVE 2030 Strategy Aims for $230 B Tourism Growth with Sustainability Focus

On February 12, 2026, the Australian Government unveiled the next phase of its national THRIVE 2030 strategy, a long-term policy to strengthen the country’s visitor economy while embedding sustainability into tourism growth. This ambitious plan sets a target of achieving $230 billion in visitor expenditure by 2030 by fostering tourism that is economically vibrant, environmentally responsible, and beneficial to Australian communities.

The strategy prioritises a balanced approach that supports tourism growth and ensures social and cultural inclusivity, particularly reinvigorating regional Australia and incorporating First Nations cultural experiences into the broader tourism offering. It emphasises modernising business practices, building workforce capabilities, and leveraging quality data to inform sustainable destinations and visitor experiences.

To kickstart these goals, the government has already allocated substantial funding, including $130 million for the second phase of Tourism Australia’s “Come and Say G’day” international marketing campaign and $18.5 million to enhance globally iconic natural attractions such as the Great Barrier Reef and the Red Centre. These investments aim to preserve environmental resources while boosting tourism’s economic impact.

The agricultural and cultural emphasis of THRIVE 2030 also highlights sustainable growth through equitable opportunities for local operators, especially those from First Nations communities, and extends support to tourism businesses to adopt innovative and competitive practices.

Through collaboration with state governments and industry bodies, the plan is designed to deliver economic benefits across regions while prioritising long-term resilience and sustainability in Australia’s visitor economy.

$230 billion of sustainable-tourism growth planning reshapes what hospitality operators, transport providers and destination-management organisations need to build, and it raises the disclosure bar for the entire tourism ecosystem. Our impact-assessment and nature-based-solutions teams help clients evaluate sustainable-tourism positioning and impact-linked disclosure.