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Queensland Tourism Strategy

The Queensland Government facilitated the development of the Queensland Tourism Strategy (QTS) in recognition of the importance of the tourism industry to the State economy and in response to requests from the tourism industry for a coordinated and strategic approach to industry development.

The QTS lays the foundation for the coordination and sustainable development of tourism in Queensland and gives industry and government the vision, goals, targets and actions to meet the challenges and opportunities facing the industry over the next 10 years.

Development of the QTS was informed by the most comprehensive state-wide tourism industry consultation ever undertaken in Queensland. It elicited views from all levels of government, industry peak bodies, tourism operators, community groups and individuals.

The key strategic goals of the Strategy are to:

increase visitor expenditure in Queensland;
increase visitor expenditure in all Queensland destinations;
increase the overall value of tourism to Queensland; and
ensure that development is sustainable from an environmental, economic and social perspective.

The QTS contains a range of new initiatives, enhancements to existing programs and improvements to the coordination and delivery of services to the tourism industry. In all, the QTS commits several State Government agencies, together with the Queensland Tourism Industry Council and the Regional Tourism Organisations to delivering 78 action items during the first four years of the Strategy. Key outcomes include:

improved government and industry coordination, creating and building partnerships and engaging with the community;
attracting new public and private sector tourism investment and improving tranport access to and within Queensland;
addressing skills shortages by repositioning tourism as a career of choice, planning for workforce development and delivery of innovative training solutions;
delivering enhanced strategic marketing outcomes, world class product that is competitively marketed in the domestic and international marketplaces and increased visitor expenditure;
strengthening the collaborative relationship between the tourism industry, and conservation and protected area managers, facilitating Indigenous involvement in tourism and enhancing recognition of culture as a tourism asset; and
delivering consumer focused market and industry research at a state and regional level, utilising leading indicators.

Electronic copies of the Queensland Tourism Strategy can be downloaded in PDF format from the Queensland Tourism Strategy website.

Contact the Tourism Strategy Division

Last updated 28 November 2006.