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TOURISM 2020

Tourism 2020 is a whole-of-government and industry strategy designed to build the resilience and competitiveness of Australia’s tourism industry and increase its contribution to the Australian economy.

Tourism 2020’s goal is to double overnight expenditure to more than $115 billion by 2020. When it was introduced, the target was set at between $115 billion and $140 billion in overnight visitor expenditure, reflecting a range of scenarios from holding to increasing market share across key markets. Composition of the spend target included domestic and international overnight spend on holidays, visiting friends and relatives, business and education.

The strategy focuses on improving the industry’s performance by pursuing opportunities to increase consumer spending and addressing supply-side factors. It is being implemented in three-phases: currently, we are nearing the end of the ‘looking beyond 2020’ phase, as detailed in this report.

Prior to the 2019/20 summer bushfires and the global coronavirus (COVID-19) pandemic, Australian tourism was a solid performer in the national economy, with significant growth since the launch of Tourism 2020. At 31 December 2019, total visitor expenditure had reached $126.1 billion, up 9 per cent and surpassing the lower bound target of $115 billion a year early.[1] Major contributors to growth were visitors from China (up 6 per cent), India (up 9 per cent) and Indonesia (up 11 per cent). However, at 31 March 2020, performance had begun to show the impact of border closures, with total visitor expenditure at $120.2 billion. At 30 June 2020, total visitor expenditure declined to $96.34 billion (down 21 per cent).[2]

[1] Tourism Research Australia, International Visitor Survey ,2019 (Percentage change is year on year)

[2] Tourism Research Australia, International Visitor Survey and National Visitor Survey, 2020 (Percentage change is year on year)