Queensland tourism businesses embrace digital transformation

Issued: 31 July 2026

Queensland’s tourism industry continues to embrace digital tools and technologies to enhance business operations, with nearly 1,500 operators benefiting from the Tourism Business Digital Adaption Program.

Over the two-year program, the Queensland Government has delivered $3.83 million in rebates to help tourism operators adopt cutting-edge digital tools that drive business growth and improve visitor experiences.

The program has enabled tourism operators to future-proof their business and streamline operations by introducing online booking systems, chatbots and AI tools to support strategic marketing content and targeted business growth. Businesses also had access to tailored webinars and resources designed to improve their digital capabilities.

By addressing digital gaps, the program helped tourism operators engage more effectively with customers, expand online sales and elevate the quality of visitor experiences they offer.

Seventy-four per cent of participating businesses reported growth or improvement directly linked to their new digital tools, with an estimated $4.2 million in additional revenue generated, 43,601 new clients reached and 168 new full-time jobs created.

The Tourism Business Digital Adaption Program has laid a strong foundation for tourism operators to thrive as Queensland prepares for the global spotlight of the Brisbane 2032 Olympic and Paralympic Games.

Building on the success of initiatives such as the Tourism Business Digital Adaption Program, the Queensland Government is now delivering its Destination 2045 plan, backed by a record $1 billion investment over four years to support tourism operators, grow industry capability and strengthen Queensland’s visitor economy.

DETSI Deputy Director-General of Tourism Bridget Woods said the program has delivered tangible benefits to Queensland’s tourism operators.

“Queensland’s tourism industry is a cornerstone of our economy, and this program has helped ensure our operators are equipped with the tools they need to remain competitive and deliver exceptional visitor experiences,” Ms Woods said.

“Nearly 1,500 businesses have successfully embraced digital transformation. From streamlining operations to improving customer engagement, the tools and technologies adopted through this program are helping businesses thrive now and into the future.”

Queensland Tourism Industry Council CEO Natassia Wheeler said the Tourism Business Digital Adaption Program has helped operators across Queensland embrace new technologies that improve efficiency, strengthen customer engagement and ultimately deliver better visitor experiences.

“What is particularly encouraging is the tangible impact the program has delivered. Seeing businesses generate new revenue, reach new customers and create jobs demonstrates the value of investing in digital capability across the tourism sector,” Ms Wheeler said.

“QTIC has been proud to deliver this program on behalf of the Queensland Government and support operators to build stronger, more resilient and future-ready businesses.”

The program was delivered by the Queensland Tourism Industry Council (QTIC) on behalf of the Queensland Government.

Eligible tourism and events operators can access the Tourism Business Capability Subsidy to further develop their skills, with up to $2,000 available for training and accreditation courses. This includes opportunities to enhance their digital capabilities through an AI accelerator program.