A bold 20-year vision for the future of Queensland tourism
Posted on June 3rd, 2025
This week the Queensland Government delivered Queensland’s tourism future with Destination 2045, a visionary roadmap to supercharge the State’s industry into a new era of growth and innovation.
Read full media statements here:
Destination 2045 brochure: 007974_Destination2045-Brochure-V24A.pdf
Destination 2045 website: The Destination 2045 plan | Queensland Government
The strategy outlines bold goals to:
• Double total visitor expenditure from $42 billion to $84 billion by 2045
• Grow direct tourism-supported jobs from 156,000 to 190,000
• Leverage the momentum of the Brisbane 2032 Olympic and Paralympic Games
• Position Queensland as a global leader in ecotourism and world-class visitor experiences
It also includes commitments to:
• Expand and diversify Queensland’s events calendar
• Revitalise product and attract new investment
• Enhance marketing and promotion to drive demand
• Support business capability, training, and visitor experience development
The plan has a key focus on regional tourism in Queensland:
3.3 Increase the drive tourism market by partnering with regional tourism organisations, operators and commercial brands to co-fund and amplify drive tourism initiatives.
3.3.1 Develop and implement drive tourism actions to better meet visitor needs, improve access, and enhance the travel experience by identifying experience and event gaps across the regions to inform targeted investments
5.3.1 Increase awareness and appeal for Queensland’s hero drive journeys, collaborating with Regional Tourism Organisations and industry.
5.3.2 Build commercial and strategic partnerships with Regional Tourism Organisations, operators, and commercial brands to co-fund and amplify drive tourism initiatives, driving increased commercial outcomes
5.4 Strengthen strategic, trade and aviation marketing partnerships
5.4.1 Build a five-year international trade readiness program with Regional Tourism Organisations, trade and aviation partners.
6.1 Deliver industry capability and experience programs that support accreditation, experience development and event delivery.
6.1.6 Support Regional Tourism Organisations to integrate eco certification into Destination Management Plans or develop an eco-first approach to destination management.
6.3 Build the sustainability of the Queensland Regional Tourism Network through a well balanced funding model.
6.3.1 Attract more visitors to more Queensland destinations through additional funding for regional tourism organisations.
