The government’s long-awaited tourism industry strategy, released on Thursday, aims to double visitor spending in the state to more than $44 billion a year by the time the Brisbane Olympics roll around in 2032.

The strategy sets ambitious goals to redefine the Queensland experience for visitors, saying the government would ensure an attractive environment for tourism investment “supported by effective regulatory and planning pathways and sustainable visitor economy funding sources”.

In a thinly veiled admission that some of Queensland’s tourism offerings are failing to keep up with the times, it calls for investment in “new and revitalised products and experiences and leveraging our natural competitive advantages”.

It also wants to “re‐position the state as a global destination of choice in line with the Queensland brand”.

Full of catchy phrases like “delivering tech wonderment”, the strategy stresses the need for partnerships between government agencies and the industry.

However, the government rejected some key recommendations from its own industry reference panel set up to advise on the strategy, including a call for councils to have the power to introduce visitor levies to help pay for industry growth and development.

Instead, it pledged that the government “will drive demand and lead Brand Queensland marketing, experience and destination development and major events”.

“We must think big – both industry and government – to sustainably redefine our experiences and deliver actions that anticipate changing consumer needs and will grow the visitor economy,” the strategy states.

“We will work together to propel Queensland forward to overcome challenges and embrace growth opportunities.”

On future investment; the strategy says the state will develop a “one-stop concierge service for investors, examine approval pathways for tourism, and advocate for insurance affordability”.

But efforts to convince the government to consider a tourism levy have come to nought, despite councils resolving to pursue the issue at last month’s Local Government Association of Queensland annual conference last month.

“The Queensland Government does not support introducing a visitor levy, noting the government’s commitment for no new or increased taxes for the people of Queensland,” it says in its response to the industry reference panel’s 75 recommendations.

“Regional Tourism Organisations are encouraged to work with local governments to consider existing mechanisms and innovative solutions to address this issue.”

The government was more amenable to introducing fees to access national parks, saying it remained under “active consideration”.

Tourism Minister Stirling Hinchliffe said it had been “record-breaking year” for domestic tourism in Queensland with $19.6 billion in overnight visitor spending.

“But now isn’t the time to rest on our laurels – there’s much more to work to be done rebuilding international tourism and ensuring Queensland is a global destination of choice,” he said.

“We’re backing more than 60 per cent of the independent Reference Panel’s 75 recommendations, some have already rolled out or are about to launch, others will need further consideration and funding.”

Premier Annastacia Palaszczuk also announced a $12 million package aimed at enduring better access for the disable to tourism attractions, saying part of the plan was making sure Queensland was a destination for everyone, including people of all abilities.

“Almost one-in-five people have a disability and spend about $8 billion on tourism services annually,” she said.

“Dedicating 2023 to The Year of Accessible Tourism will drive change and create opportunities for both industry and travellers and create a legacy our State can be proud of.”