Australia’s Queensland Sets New Bold Tourism Strategy To Lead Global Visitor Economy By 2045

Published on September 8, 2025

The Queensland Tourism Industry Council (QTIC) has revealed its caller Strategic Plan 2025–2028 and Advocacy Plan 2025–26, aiming to boost Queensland’s visitant system starring up to Brisbane 2032 and beyond. These initiatives person been designed to guarantee that nan region remains a cardinal subordinate successful world tourism, pinch clear objectives group for sustainable growth, improved infrastructure, and manufacture collaboration.

A Clear Vision for Queensland’s Future successful Global Tourism

QTIC’s vision, arsenic stated by CEO Natassia Wheeler, is to position Queensland arsenic nan world leader successful nan visitant system by 2045. The plans supply a roadmap to execute this, focusing connected uniting manufacture voices, fostering innovation, and accelerating tourism outcomes. Wheeler emphasized that nan spot of these plans lies successful collaboration. Tourism and Events Queensland, location tourism organizations, section governments, and manufacture players are each recognised arsenic captious to nan occurrence of Queensland’s tourism ambitions.

Core Pillars of nan Strategic Plan

The Strategic Plan 2025–2028 is system astir 4 cardinal pillars: Powerful Advocacy, Member-Led Engagement, Empowering Industry Capability, and Organisational Excellence. These pillars are designed to guarantee that QTIC tin efficaciously support its members, heighten manufacture capability, and stay prepared for early challenges.

To operationalize these goals, nan scheme sets 5 clear priorities:

1. Securing sustainable visitant system funding
2. Addressing nan rising costs for businesses
3. Boosting finance successful tourism infrastructure
4. Building a skilled and resilient workforce
5. Promoting ecotourism and sustainable practices

Each of these priorities is important successful ensuring nan semipermanent sustainability and maturation of nan tourism assemblage successful Queensland, particularly arsenic it prepares for nan Brisbane 2032 Olympic Games.

Addressing Rising Costs for Businesses

One of nan astir pressing issues highlighted successful nan scheme is nan rising costs for businesses, peculiarly successful nan area of insurance. Insurance premiums for galore tourism operators person skyrocketed successful caller years, pinch immoderate businesses seeing their premiums emergence from $2,000 to arsenic precocious arsenic $75,000, aliases from $16,000 to $500,000. In immoderate cases, businesses person faced excesses of up to $1 million. For definite operators, securing security has go impossible, while others person had to edifice to self-insuring.

According to Wheeler, this escalating costs has go a important obstruction to nan viability of businesses successful Queensland’s tourism sector. She noted that without action, immoderate of nan state’s astir iconic tourism experiences could beryllium astatine risk. Insurance reform is frankincense a cardinal rumor wrong nan advocacy priorities, pinch QTIC advocating for urgent action to reside this problem.

Urgent Need for Tourism Infrastructure Investment

A captious attraction of nan Strategic Plan is nan finance successful tourism infrastructure, which is presently lagging down nan increasing request for accommodation and services successful Queensland. Southeast Queensland presently offers conscionable 46,000 edifice rooms, which is importantly less than different awesome world cities for illustration Los Angeles and Paris, which person 120,000 and 133,000 rooms, respectively.

Despite committed developments, it is projected that nan region’s edifice capacity will summation only to 51,000 rooms by 2030, leaving Queensland acold short of nan accommodation needed to meet request arsenic Brisbane prepares for nan 2032 Olympics. Wheeler stressed that without nan description of infrastructure—ranging from hotel capacity to transport links—Queensland will struggle to accommodate nan influx of visitors expected for Brisbane 2032 and beyond.

QTIC is actively advocating for streamlined readying processes, reduced red tape, and clear investment pathways to facilitate nan maturation of tourism infrastructure. Wheeler emphasized that nan authorities must enactment now to guarantee nan tourism manufacture tin meet nan challenges and opportunities of nan coming years.

Workforce Development and Ecotourism Growth

Another captious area of attraction for QTIC is nan improvement of a skilled workforce tin of gathering nan demands of a increasing tourism industry. The tourism assemblage requires a resilient workforce to accommodate to changing visitant expectations, technological advancements, and nan expanding value of ecotourism and sustainability.

QTIC has recognized nan value of ecotourism arsenic a increasing inclination and a privilege for Queensland’s future. The scheme promotes nan integration of sustainable practices wrong tourism operations, ensuring that nan authorities tin support its earthy resources and situation while providing high-quality experiences for visitors.

Collaboration astatine nan Heart of Queensland’s Tourism Strategy

At nan halfway of QTIC’s plans is nan thought of collaboration. Recognizing that nan tourism manufacture is divers and involves aggregate stakeholders, nan Strategic Plan 2025–2028 stresses nan value of moving together. By fostering a civilization of collaboration betwixt local tourism bodies, regional organisations, government entities, and industry players, Queensland’s visitant system tin thrive.

This cooperative attack will beryllium cardinal to achieving nan eager goals group for nan years starring up to 2032. The QTIC hopes to proceed to lead nan measurement successful advocating for policies that support nan tourism sector, ensuring nan Queensland visitant economy remains vibrant and resilient successful nan look of evolving world trends.

Looking Towards Brisbane 2032 and Beyond

With Brisbane 2032 connected nan horizon, nan Queensland Tourism Industry Council’s Strategic Plan and Advocacy Plan supply a broad attack to strengthening nan state’s tourism sector. These plans are built connected a instauration of sustainable growth, infrastructure development, and workforce capability, each basal components of ensuring that Queensland remains a world leader successful tourism.

As Wheeler said, Queensland is attracting much visitors much often and for longer stays, but nan state’s infrastructure needs to grow to support gait pinch this demand. The 2032 Olympic Games coming an unthinkable opportunity to showcase Queensland to nan world, and nan authorities is preparing to make nan astir of this opportunity.

In conclusion, nan Queensland Tourism Industry Council is mounting eager goals pinch its caller Strategic Plan to guarantee nan region remains competitory successful nan world tourism market. By addressing captious issues for illustration insurance reform, infrastructure development, and workforce training, QTIC intends to position Queensland arsenic a leader successful nan visitant economy, some for nan upcoming Brisbane 2032 Olympics and beyond.