Your Practical Guide to Achieving Best of Queensland Recognition
If you're running a tourism business in Queensland and you're not familiar with the Best of Queensland Experiences Program (BOQEP), let me tell you: this is one of the most valuable tools TEQ offers operators.
And I'm not just talking about a shiny badge for your website (though that helps too).
This program is genuinely designed to help you improve your business, get noticed by more travellers, and tap into TEQ's marketing muscle. The best part? It's free, and the feedback you get is worth thousands.
Let me walk you through exactly what it is, how to qualify, and most importantly, how to actually use it to grow your business.
What Actually Is the Best of Queensland Experiences Program?
Think of it as TEQ's stamp of approval that says "this operator consistently delivers the kind of experience Queensland is famous for." It's not a one-and-done award. It's an ongoing benchmark that looks at how you're performing across your digital presence, customer reviews, and the quality of what you deliver.
The program uses real data: your online reviews, your ATDW listing performance, booking trends, and how well you're showing up when travellers are searching for experiences like yours.
Why should you care?
Because being recognised opens doors. You get priority access to TEQ's marketing campaigns, you show up on Queensland.com, and travellers trust you more when they see that recognition badge.
Plus, the assessment gives you a detailed report showing exactly where you're strong and where you could improve. That alone is gold.
What Changed in 2025?
TEQ updated the program this year to make it more accessible and useful for operators at different stages. Here's what's new:
Three Recognition Tiers: Teal, Silver, and Gold
Instead of a single "you're in or you're out" system, there are now three levels. This means even if you're not hitting Gold standard yet, you can still get recognised at Teal or Silver and work your way up. It's much more realistic for smaller operators or those just starting to focus on their digital game.
Updated Scoring Criteria
The assessment now looks more closely at things like:
How you're showing up online (website, ATDW, social media)
What your customers are saying about you (reviews and ratings)
How accessible and welcoming your experience is
Whether your experience aligns with Queensland's brand (think transformational, emotionally resonant, memorable)
Your Own Performance Report
Every business that gets assessed receives a personalised report. TEQ reckons it's worth over $2,000, and honestly, I'd agree. It breaks down your strengths, flags gaps, and gives you a roadmap for improvement. I've seen operators use these reports to completely overhaul their strategy.
The Four Pillars: What TEQ Actually Assesses
Understanding what TEQ is looking for makes this whole thing way less intimidating. They assess you across four key areas:
1. Customer Advocacy
Translation: What are your customers saying about you online?
TEQ looks at your Google reviews, TripAdvisor ratings, Facebook recommendations, and any other platforms where guests can leave feedback. They're checking:
Volume: Do you have enough reviews?
Quality: Are they mostly positive?
Recency: Are you getting fresh reviews regularly?
Responses: Are you replying to reviews, especially the not-so-great ones?
Real example: A boutique retreat on the Sunshine Coast was sitting at around 20 Google reviews when we started working together. We built a simple post-stay email sequence that asked happy guests to share their experience. Within six months, they had over 50 reviews, most of them 5-star. That bump alone improved their BOQEP score and their booking conversion rate.
Quick win: Set up a review request system. Send guests a friendly text or email 24 hours after checkout with a direct link to leave a Google review. Make it stupidly easy.
2. Digital Presence
This is about how you show up when travellers are looking for experiences like yours.
TEQ assesses:
ATDW Listing: Is it complete, compelling, and current? Does it have great images and detailed descriptions?
Website: Is it mobile-friendly, fast-loading, and easy to navigate? Can people book directly?
Social Media: Are you active? Do your channels reflect your brand and engage your audience?
SEO & Discoverability: Can people actually find you when they search?
Real example: An outback tour operator had a basic ATDW listing with dated photos and minimal detail. We completely rewrote it, added high-quality images, included itinerary details, and optimised it for search. We also helped them launch Instagram reels showing their tours in action. Within 12 months, they jumped from Teal to Silver recognition, and their direct bookings increased by 40%.
Quick win: Log into your ATDW account right now. Check if your photos are high-res and if your description actually sells the experience (not just lists features). If it's been more than a year since you updated it, do it this week.
3. Experience Delivery
This is the big one. What are you actually delivering, and does it match Queensland's brand promise?
TEQ is looking for experiences that are:
Memorable: Something guests will talk about for years
Transformational: An experience that changes them in some way, even small
Emotionally resonant: It makes them feel something
Aligned with Queensland values: Think sustainability, connection to place, cultural respect
This isn't about being flashy. It's about being thoughtful.
Real example: A cultural tourism operator near Cairns was running solid tours, but feedback suggested they felt a bit transactional. We helped them restructure the journey: guests now receive a welcome video before arrival explaining what to expect and why the experience matters, they're greeted with a traditional welcome ceremony, and they receive a follow-up email with photos and information to deepen their learning. The tours didn't change much, but the framing did. Reviews started mentioning how "moving" and "meaningful" the experience felt. That's the kind of language that gets you recognised.
Quick win: Map your customer journey from booking to post-visit. Where can you add a moment that surprises, delights, or deepens connection? Even something small, like a handwritten thank-you note or a goodbye ritual, can shift the whole experience.
4. Business Practices & Accessibility
TEQ wants to know you're running a professional, safe, and inclusive operation.
This includes:
Appropriate insurance and licensing
Safety procedures and risk management
Accessible information for people with disabilities
Clear booking and cancellation policies
Sustainable practices where possible
Quick win: Review your website and booking materials. Do they clearly state accessibility information? Can people with mobility challenges, dietary requirements, or other needs easily understand what you offer and whether it's suitable for them?
How to Actually Use Your Recognition
Let's say you go through the assessment and you get recognised at Teal, Silver, or Gold. Congrats! Now what?
Don't just stick a badge on your website and call it a day. This recognition is a strategic asset. Here's how to leverage it:
On Your ATDW Listing
Your recognition badge will automatically display on your ATDW profile. This immediately builds trust with travellers browsing Queensland.com.
In Your Marketing
Add it to your email signature
Feature it prominently on your homepage
Mention it in email campaigns to past guests and travel agents
Create a social media post announcing your recognition and thanking your guests for the reviews that got you there
With Travel Trade
If you work with travel agents, wholesalers, or inbound tour operators, your BOQEP recognition gives you credibility. Lead with it in your trade materials and sales pitches.
To Set Goals
If you're at Teal and aiming for Silver, use your performance report to build a roadmap. What specific areas do you need to improve? Set quarterly goals around reviews, digital updates, or experience enhancements.
Real story: A regional adventure operator got Silver recognition and immediately updated their homepage hero banner to say "Proud Silver Best of Queensland Experience." Their conversion rate on that page increased by 15%. People trust third-party validation.
Common Mistakes Operators Make
I've worked with dozens of tourism businesses going through this process. Here are the traps to avoid:
❌ Letting your ATDW listing go stale
If your listing is outdated, you won't even get assessed. Set a calendar reminder to review it quarterly.
❌ Ignoring negative reviews
One bad review that's left unaddressed can hurt you. Always respond professionally and show you care about making things right.
❌ Focusing only on the badge
The recognition is great, but the real value is in the feedback and improvements you make. Don't treat this like a box-ticking exercise.
❌ Not using your report
TEQ gives you a detailed performance report. Actually read it. Share it with your team. Use it to guide your strategy for the next 12 months.
Getting Started: Your Action Plan
If you're ready to pursue BOQEP recognition (or improve your existing tier), here's your step-by-step:
Step 1: Audit Your Current State
Check your ATDW listing. Is it complete and current?
Google yourself. What do your reviews look like?
Review your website on your phone. Is it easy to navigate and book?
Step 2: Fix the Basics
Update your ATDW listing with fresh photos and copy
Set up a system to gather more reviews
Make sure your website loads fast and has clear calls to action
Step 3: Elevate Your Experience
Map your customer journey and find opportunities to add magic
Get clear on your story. What makes your experience emotionally resonant?
Talk to your team about delivering transformational moments, not just transactions
Step 4: Apply or Get Assessed TEQ typically assesses operators annually. Check the TEQ website for the current assessment timeline and make sure your ATDW listing is in good shape before the window opens.
Step 5: Use Your Results Whether you get recognised or receive feedback on where to improve, take action. This isn't a one-off thing. It's an ongoing commitment to excellence.
Need Help? That's What We Do
Look, I get it. You're running a tourism business. You're already stretched thin managing bookings, delivering experiences, and keeping the lights on. Adding "optimise digital presence" and "build review strategy" to your to-do list can feel overwhelming.
That's exactly why Exceptional Experiences exists.
We work with Queensland tourism operators to:
Audit and optimise your ATDW listing so it's working harder for you
Build review systems that generate consistent, authentic customer advocacy
Map and refine your customer journey to create genuinely transformational experiences
Manage your social media and digital presence so you can focus on what you do best
Train your team in experience-led service delivery
We've helped operators move from Teal to Gold, from invisible to fully booked, from "we're doing okay" to "we can't keep up with demand."
And we do it all with a clear understanding of what TEQ is looking for, because we've been in this industry long enough to know how the game is played.
Final Thought: This Isn't About Perfection
The Best of Queensland Experiences Program isn't designed to make you feel inadequate. It's designed to help you grow.
You don't need to be a massive operation with a huge marketing budget to get recognised. Some of the best examples I've seen are small, family-run businesses who just genuinely care about delivering great experiences and have taken the time to tell their story well online.
Start where you are. Fix what's broken. Build on what's working. And if you need someone in your corner who understands this world, you know where to find me.
Ready to pursue Best of Queensland recognition?
Let's chat about where you're at and how we can help you get there.
📩 Contact Sarah Colgate at Exceptional Experiences for a BOQEP-readiness consult.
