Driving world-class marketing campaigns to bring in a generation of people who fall in love with Queensland
To stand out and achieve our bold industry growth goals, we must elevate Queensland’s unique advantage through a strong, emotive and united brand.
Brand Queensland is about showcasing the depth and breadth of the state, from vibrant cities to remote escapes and positioning our state as a lifetime of holidays in one place.
To do this, the Queensland Government have provided $146 million for Tourism and Events Queensland to position the state as the home of the holiday and the events capital of the nation, delivering sustainable economic growth.
Read the Destination 2045 plan
What success looks like in 2045
- Increased domestic visitation to 110.4 million per year.
- Increased international visitation to 5 million per year.
- Queensland has maintained position as domestic brand leader.
- Queensland is the most desirable holiday destination in Australia amongst international markets.
Initiatives
- Deliver Queensland brand activities, positioning us as a must-visit destination.
- Increase marketing investment into key international markets aligned with strategic aviation routes.
- Make Queensland famous for multi-stop road trips, aligned with the Queensland Drive Tourism Marketing Strategy 2032.
- Strengthen strategic, trade and aviation marketing partnerships.
- Leverage the Queensland 2032 Olympic and Paralympic Games and Queensland’s diverse events portfolio to market, promote and package Queensland globally.