Queensland tourism sector told to ‘get bold’ in bid to win back missing billions
The State Government plans to add more than $5 billion to the tourism sector revenue through a plan to increase international visitor numbers and boost drawcard events.
The tourism sector is in for a shake up under the new plan (Photo: Qld Government)
The plan was developed with help from the sector and aimed to deliver increased visitation to Queensland which has lost significant market share to states like Victoria in recent years. Queensland last dominated the market in 2009 with about 30 per cent.
The blueprint released yesterday also spelled out that the goal to reach $44 billion in overnight expenditure by 2032 was aspirational. Before the pandemic, overnight expenditure was $28 billion.
“Overwhelmingly there is a desire for TEQ to be bold, to cut through in a crowded market and in doing so, ensure that Queensland gets more than its fair share of visitation,” the blueprint spells out.
The goals of the plan were to gain and maintain the dominant share of Australia’s visitor economy, grow inbound international visitation to $11 billion, increase the economic value of the It’s Live in Queensland program to $2 billion, harness local knowhow at destinations to increase visitation ahead of the 2032 Olympics and to deliver new domestic and international tourism packages.
The blueprint also sets out to identify and attract a pipeline of major and “blockbuster events”, deliver a business events industry strategy that harnesses the strength of Queensland industry sectors and leisure offerings, evolve the Queensland Destination Events Program to better meet the needs of industry and foster a growth pathway for iconic homegrown events.
Tourism and Events Queensland chair Brett Godfrey said the blueprint would focus on increasing market share and maintaining it in the domestic sector and grow the international market from $6 billion to $11 billion.
“We will continue to tap the strength and influence of Queensland destinations and industry to maximise opportunities in market and deliver cutting-edge, high-impact marketing campaigns to drive consumer demand,” Godfrey said.
“We have an incredibly diverse and valuable events calendar in Queensland and this well remain a key focal point as we aim to build a $2 billion global events portfolio.”
Tourism and Events Queensland would also be restructured into four divisions covering marketing, events, corporate strategy and commercial and partnerships.
