Beyond digital resources, Austrade maintains a strong global presence. Nearly half of the agency’s staff is stationed overseas, working on the ground to facilitate trade connections, identify opportunities, and support Australian businesses looking to break into foreign markets. Palmer explains, “Our staff overseas play a huge role in connecting Australian businesses to new opportunities, organizing trade events, and helping businesses navigate the complexities of international markets.” Austrade also runs several programs to build the tourism sector’s capabilities. These programs are designed to make tourism operators “export-ready,” meaning they are prepared to attract international visitors and meet global expectations. In addition to capability-building initiatives, Austrade provides grants to industry bodies like the Australian Tourism Export Council to help businesses understand the needs of key markets such as Vietnam and Muslim-majority countries. The grants are essential for assisting businesses in tailoring their services to meet the demands of an increasingly diverse global tourist base. THRIVE 2030 STRATEGY While Austrade plays a significant role in Australia’s trade and investment strategies, Palmer primarily focuses on tourism. Through a collective effort, Austrade has developed a national strategy called THRIVE 2030, which aims to grow the country’s visitor economy by promoting sustainable and inclusive tourism. “THRIVE is an industry-led, governmentenabled strategy,” Palmer explains. “It has actions that have been identified by the industry, the states, and the Commonwealth to ensure the sustainable growth of tourism.” THRIVE 2030 targets $230 billion in tourism expenditure annually by 2030, reflecting the ambition of Australia’s tourism sector. The strategy centers on three core themes: collaboration, modernization, and diversification. “Tourism is a competitive environment,” Palmer notes, “and we need to collaborate strategically across the industry to maximize our resources.” One of the key challenges facing Australia’s 89 BUSINESS VIEW OCEANIA VOLUME 06, ISSUE 10 AUSTRADE
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