Queensland’s 20-year Tourism Plan

Destination 2045: Delivering Queensland’s Tourism Future, a pivotal strategy shaping the next 20 years of Queensland’s visitor economy. This bold vision aligns strongly with the advocacy priorities the Queensland Tourism Industry Council (QTIC) put forward on behalf of the industry and we are pleased to see many of our recommendations directly reflected in the final strategy.

From the outset, QTIC called for a long-term roadmap that focused on investment in infrastructure, cutting red tape, workforce development, and sustainable tourism. We advocated for practical measures including a tourism concierge to reduce regulatory complexity, increased investment in regional and ecotourism infrastructure, targeted workforce strategies and greater collaboration with First Nations communities.

These calls have been answered.

You can watch the Launch of Queensland’s 20-year tourism plan live from 4:30pm Monday 2 June on QTIC’s Facebook page.

What QTIC called for and what’s been delivered

Tourism Support Hub: QTIC advocated for simplified government engagement – now realised through a new Hub designed to streamline permits and approvals, helping operators focus on delivering great visitor experiences.

• Workforce Development: Our calls for targeted training, career promotion, and industry capacity building are reflected in comprehensive programs supporting employment, education and the 2032 Games opportunities.
• Ecotourism & First Nations Partnerships: QTIC sought stronger investment in ecotourism and Indigenous tourism. Destination 2045 delivers 45 world-class ecotourism projects and new initiatives to empower First Nations communities in tourism leadership and storytelling.
• Events & Regional Dispersal: QTIC urged greater investment in events, particularly in regional areas. The strategy outlines a $4 billion annual events goal, including $2 billion in regional events and a strategic pipeline of new cultural, sporting and business events.
• Infrastructure Investment: In line with our submission, the strategy includes plans to add 40,000 new accommodation rooms and major upgrades to attractions, supporting stronger destination appeal.
• Innovation & Sustainability: We advocated for forward-thinking approaches. Destination 2045 introduces a new Tourism Innovation Program and embeds sustainability through incentives, training, and climate resilience planning.

While some of our recommendations, such as a visitor levy and insurance reform, remain areas for further dialogue, the strategy marks significant progress.

Destination 2045 sets ambitious targets – $84 billion in annual visitor expenditure, 190,000 direct tourism jobs, and Queensland positioned as Australia’s most desirable holiday destination. It is now time for delivery.

QTIC stands ready to support government and industry through implementation. We will continue to advocate for transparency, regional equity, and strong industry voice as this transformative plan comes to life.

Together, let’s turn this shared vision into real results for Queensland tourism.

Destination 2045 Plan