Tourism Action Plan 2030: $230 Billion Boost for Regional

The government just dropped their new tourism action plan, and it's a big deal — they're targeting $230 billion in visitor spending by 2030. That's nearly double what we're seeing now, and it's about to create heaps of opportunities for small businesses across regional Australia.

If you run accommodation, a cafe, pub, or any business that benefits from tourists rolling through town, this plan could be a game-changer for your bottom line.

The plain English version

Basically, the government's rolled out the next phase of their THRIVE 2030 strategy. It's their roadmap for sustainable tourism growth that covers 360,000 businesses across the country — yep, that includes your local operation.

The key target? Getting visitor spending from its current level up to $230 billion by 2030. That's a massive injection of cash into communities, especially regional areas that have been doing it tough.

Here's what they're focusing on:

• Getting more international visitors back (and keeping them longer)
• Encouraging domestic travel to spread the love beyond the major cities
• Supporting sustainable tourism that doesn't trash local communities
• Making it easier for tourists to discover and book regional experiences
• Investing in digital infrastructure and marketing to get regional businesses found online

The plan recognises that tourism isn't just about the big operators — it's the cafes serving coffee to coach tours, the mechanics fixing tourist cars, the general stores selling forgotten phone chargers. Every business in a tourism area can benefit.

3 things this means for your business

1. More visitors coming your way — The plan specifically targets regional dispersal, which means government marketing campaigns will be pushing tourists away from Sydney and Melbourne and towards places like yours. That's more customers walking through your door, booking your rooms, or buying your services.
2. Digital marketing becomes even more crucial — Part of the strategy involves making it easier for tourists to find and book regional experiences online. If your business isn't easy to find on Google or doesn't have a decent website, you'll miss out on this wave. The tourists are coming, but they're booking online first.
3. Sustainability will be a selling point — The plan emphasises sustainable tourism, which means visitors will increasingly look for businesses that are environmentally conscious and community-focused. This isn't just feel-good stuff — it's becoming a genuine booking factor for many travellers.

What to actually do about it

First up, make sure you're discoverable online. If someone searches for "accommodation near [your town]" or "best coffee in [your area]", you want to show up. That means having a decent website, claiming and optimising your Google Business Profile, and getting your basic SEO sorted.

Next, start thinking about what makes your business special. The tourism boom isn't just about getting more of the same visitors — it's about attracting people who want authentic, local experiences. What's your story? What can you offer that the big chains can't?

Also worth considering partnerships with other local businesses. When more tourists come to town, everyone benefits. Maybe the accommodation provider down the road could recommend your cafe, or you could create package deals that keep visitors in the area longer.

Finally, keep an eye on the government programs and grants that'll likely flow from this strategy. There's usually funding available for tourism-related businesses to improve facilities, marketing, or digital presence.

The $230 billion target isn't just a number — it represents real opportunities for regional businesses to grow and thrive. The key is being ready when those extra visitors start arriving.

Need help getting your business ready for the tourism boom? Whether it's building a website that actually gets found or sorting out your online presence, we're here to help regional businesses make the most of opportunities like this.