Destination 2045: What It Means for Tourism Operators in Queensland
Destination 2045 is Queensland’s 20-year blueprint to elevate the state as a global tourism leader, using the Brisbane 2032 Olympic and Paralympic Games as a launchpad. With ambitious targets, like growing visitor spend to $84 billion annually and supporting 190,000 tourism jobs. The plan is full of opportunities for innovative, future-focused operators.
At Exceptional Experiences, we help tourism businesses like yours tap into these opportunities with strategic sales, marketing, and product development. Here’s how to take advantage of what Destination 2045 offers.
6 Key Growth Areas + How to Align Your Business
1. Ecotourism: Experiences in Nature
The state will invest in 45 world-class ecotourism projects and fast-track access to protected areas for sustainable operators.
Tips for Operators:
Develop low-impact tours or retreats tied to national parks or marine areas.
Offer dark-sky tourism, nature photography or conservation-themed stays.
Partner with Indigenous rangers or guides to integrate authentic cultural interpretation.
Example: Walkabout Cultural Adventures shares Kuku Yalanji stories while protecting the country.
2. Events: Becoming Australia’s Event Capital
Queensland aims to grow its events calendar to $4B by 2045, including $2B in regional events.
Tips for Operators:
Build short-break or weekend escape packages tied to regional events.
Offer group-friendly services like charter transport or themed accommodations.
Host or support micro-events (workshops, tastings, live music) to extend visitor stays.
Example: The Toowoomba Carnival of Flowers leverages local operators to host pop-up food and garden events.
3. Connectivity: Easier Travel Across Queensland
Improved aviation, cruise, rail, and road networks will deliver more visitors across more regions.
Tips for Operators:
Promote drive itineraries and include yourself on road trip maps (e.g. Brisbane to Cairns).
Provide flexible booking options and local transport solutions.
Target fly/drive markets with tailored arrival and welcome experiences.
Example: Spirit of Queensland rail passengers often extend stays through local rail-linked packages.
4. Experiences: More to See and Do
The government wants to attract investment into new attractions and refresh legacy tourism infrastructure.
Tips for Operators:
Audit your current experience: Is it fresh, unique, and Instagram-worthy?
Add hands-on elements, such as storytelling, local art, or food tastings.
Invest in accommodation upgrades or glamping to meet increasing demand.
Example: Tommerup’s Dairy Farm added seasonal events and on-farm dining for deeper guest engagement.
5. Brand Queensland: Travel for Good
Queensland is marketed as “Home of the Holiday” a place for purpose-led, transformational travel.
Tips for Operators:
Define your brand promise: What do guests feel or learn after visiting you?
Share stories of sustainability, culture, and connection across social media.
Align content with TEQ’s “Travel for Good” message using hashtags, blogs, and campaign tie-ins.
Example: Lady Elliot Island Eco Resort uses digital storytelling to inspire stewardship of the reef.
6. Industry Support: Backing Our Operators
Expect more funding, training, and streamlined permits for tourism operators.
Tips for Operators:
Apply for grants or pilot programs linked to ecotourism, digital tools, or workforce training.
Upskill your team in sales, customer service, and digital marketing.
Join trade networks and participate in TEQ-led campaigns.
Not sure where to start? Exceptional Experiences can help you identify the best grant or training pathway for your business.
Final Tip: Map Your Experience to the 5 Stages of the Visitor Journey
Use Queensland’s Transformational Experience Framework to deliver value at every stage:
Dreaming – Inspire guests with visual content and storytelling
Planning – Make your offering visible and relevant with clear messaging
Booking – Ensure a seamless, mobile-friendly process
Experiencing – Deliver exceptional service and personal connections
Sharing – Encourage reviews and UGC (user-generated content)
We can help audit and optimise your business at every stage.
Partner with Exceptional Experiences
Destination 2045 creates the momentum. Exceptional Experiences turns it into bookings. Let us help you:
