Tourism Week 2024 brought energy and innovation to the forefront of our industry. I had the privilege of attending the DestinationQ Conference alongside our Marketing Coordinator Digital & Events, Philippa Hooker, and Marketing Communications Coordinator, Amy Clark, and many of our Council representatives. This annual forum gathered over 1,000 industry professionals to explore bold ideas and strategies shaping the future of Queensland’s tourism industry. |
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The conference buzzed with discussions on innovation, sustainability, and opportunities ahead of the 2032 Brisbane Olympics. We returned inspired, with fresh perspectives to further enhance tourism in Queensland Country.
A significant highlight of DestinationQ was Premier David Crisafulli’s announcement of the Tourism Cabinet Committee. Chaired by Minister for Environment and Tourism Andrew Powell, this committee unites key ministers to remove roadblocks and elevate Queensland’s tourism sector.
Central to the committee’s agenda is the development and delivery of a 20-year tourism strategy, a cohesive vision that will drive major projects and reinforce Queensland’s position as a global tourism leader. With tourism recognised as one of the state’s largest export industries, this renewed focus is a promising step forward for our sector.
On the national stage, Tourism Australia has revealed a new executive team to lead Australia’s efforts as a world-class tourism destination. Notable appointments include Penny Fowler as Chair and Ian Horne as Deputy Chair, alongside new board members Jenny Lambert, Michael Lee, Tim Yeend, and Peter Laurance. We thank departing executives John Hart and Annabel Dolphin for their contributions and look forward to seeing how this new leadership team will shape Australia’s tourism future.
Closer to home, Queensland Country Tourism held its Annual General Meeting last week, where we welcomed Giuliana Bonel as the newest addition to our board. Giuliana brings over 17 years of leadership experience in the arts sector and currently serves as General Manager of The Empire in Toowoomba. Her expertise in arts, events, marketing, and communications is a perfect fit for our skills-based board.
Giuliana’s appointment comes at an exciting time as we look to further integrate arts and tourism to create unforgettable experiences and celebrate our region’s vibrant cultural offerings. We’re also pleased to welcome Craig Smith, Manager of Travellers Group, to Queensland Country’s Commercial Development Committee. His experience and insights will add significant value to our initiatives.
With these developments, we’re setting a strong foundation for the future. Whether at a national or regional level, there is a shared energy and commitment to driving growth in our industry, and I’m excited for what’s ahead. |
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Join us for an online session designed to help you maximise the value of the new Queensland Country brand for your business. This session will explore how the rebranding aligns with Queensland’s broader identity and connects your business to larger campaigns and resources, extending your marketing reach.
We’ll guide you through the Online Brand Toolkit, showcasing how to use logos, templates, and other assets seamlessly in your own marketing efforts. |
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You’ll also gain practical tips to amplify your campaigns, align with a unified regional strategy, and ensure your marketing dollar goes further.
Don’t miss this opportunity to enhance your marketing and connect with the strength of the Queensland Country brand.
Event Details:
Date: Thursday, 30 January 2025 Time: 10:00 AM – 11:00 AM Platform: Online via Teams Tickets: Complimentary for Members & Non-Members RSVP: Bookings essential by 12:00 PM, Wednesday, 29 January 2025
Register today to secure your spot! |
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Join us for the Lockyer Valley Industry Networking Evening on Thursday, 20 February 2025, at the stunning Lockyer Valley Art Gallery in Gatton. As we embrace the new Queensland Country brand, this event promises fresh insights and opportunities for the tourism industry.
Hear from Carmenza Cespedes, Director of Strategy, Value & Growth at Tourism and Events Queensland (TEQ), as she previews the upcoming Drive Strategy, and Richard Clarke, Group Executive Events at TEQ, who will present the TEQ Events Strategy 2025. |
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Their insights will provide valuable knowledge to help you stay ahead in Queensland’s tourism landscape.
Enjoy drinks, canapés, and the breathtaking Botanica: From Earth to Sea exhibition by the Migaloo Press Artists Collective, celebrating the natural beauty of South-East Queensland through printmaking.
Event Details:
When: Thursday, 20 February 2025, 5:30 PM – 7:30 PM Where: Lockyer Valley Art Gallery, 34 Lake Apex Dr, Gatton QLD 4343 Tickets: Members $25 | Non-Members $50
Spots are limited, so book your place today and kick off the year with inspiration and connections! |
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Join Our Summer 2025 Campaign: 'We All Need a Little Country'
Queensland Country Tourism is excited to invite members to collaborate on our upcoming Summer 2025 brand launch campaign, 'We All Need a Little Country.' This is your chance to showcase your business to a highly engaged audience of 120,000+ social media followers and 50,000+ consumer e-newsletter subscribers. |
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Focusing on authentic country experiences, the campaign highlights relaxation, connection to nature, and the idea that all Australians, no matter where they live, have a little country in their identity. It’s the perfect opportunity to build your bookings heading into Easter!
Buy-in opportunities start from just $400 (exc. GST), but spots are limited to 21 member products – so don’t wait!
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Mark your calendars now for the Queensland Country Welcomes You program workshop on Tuesday 25 February 2025. Dalby: Tuesday, 25 February 2025, 10:00am Toowoomba: Tuesday, 25 February 2025, 3:00pm Following the launch of the online program, we’re pleased to offer you the opportunity to increase your knowledge further with this in-person workshop. Key topics from the online program will be discussed in more detail at the workshop to help you apply the learnings in your guest interactions. We recommend you complete the online program before attending the workshop, if possible, but it is not a requirement. Keep a look out for the workshop registration details coming to your inbox soon. The workshop is part of the Queensland Welcomes You initiative which offers a suite of online welcome programs tailored for each of Queensland’s tourism regions. The initiative is proudly funded by the Queensland Government and delivered by the Queensland Regional Tourism Network. |
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Boost Your Digital Reach with the Tourism Business Digital Adaption Program Don’t miss the opportunity to take your business’s digital presence to the next level! Through the Tourism Business Digital Adaption Program, the Queensland Government and Queensland Tourism Industry Council are offering up to $2,500 in funding to support tourism operators in enhancing their digital capabilities.
Program benefits include: - Funding for digital tools like social media management, website upgrades, and online booking systems.
- Access to online resources, webinars, and expert guidance.
- Support from over 50 approved digital providers.
This program is open to 1,600 small and medium-sized businesses, but time is running out—applications close 15 December 2024.
Claim your $2,500 rebate today and strengthen your digital presence in a competitive, tech-driven tourism landscape.
For more information or to apply, visit the Queensland Tourism Industry Council website. |
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Boost Workplace Inclusivity with Y Connect
The Y Connect Program, in partnership with Inclusion Access, is offering Workplace Disability Inclusion and Diversity packages (valued at up to $5,800) to eligible businesses in the Toowoomba region.
These packages help businesses become disability confident, improving employee retention, productivity, and workplace culture. They include a culture survey, policy reviews, training for “Inclusion Champions,” and staff education.
Eligible businesses must have 10–100 staff and complete the program by June 2025. |
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The cut-off for the 2025 Best of Queensland Experiences Program is 31 December so now is the time to ensure you’ve got enough customer reviews. TEQ uses ReviewPro, a global company that aggregates online customer reviews to generate a GRI score used in your assessment. Businesses need to have generated a minimum of 25 online rated reviews from eligible sources over the 12-month period, in order to generate a GRI score.
Encourage customers to leave feedback via their preferred online review platform, such as Google, TripAdvisor, Booking.com etc. Here are some tips to help you encourage more online reviews. |
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After three years with Queensland Country Tourism, including the past eight months as Marketing Manager, Sheree Gillies is wrapping up her time with us. Sheree has contributed to several key projects, including our recent rebrand, and we thank her for her hard work. We wish her all the best in her future endeavors.
While we look to fill the Marketing Manager role, our talented marketing team is here to continue supporting you. |
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Amy Clark and Philippa Hooker will be your go-to contacts for any marketing needs, bringing their combined expertise and dedication to delivering effective campaigns and communications. |
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Celebrate the Festive Season in Southern Queensland Country Our Christmas blogs are now live on our consumer site, highlighting the vibrant array of festive events and activities across Queensland Country this holiday season. From carols and carnivals to markets and light displays, there's something for the whole family to enjoy.
If your business is hosting a Christmas event or activity, we'd love to feature it! Please contact our marketing team to share your details and help us showcase the festive spirit of our region. |
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Wow your guests this Christmas with the freshest Murray Cod, straight from Condabilla Fish Farm in Chinchilla. Known for their premium-quality, sustainably farmed fish, Condabilla provides an unforgettable addition to your festive feasts. Whether you're a private host or a commercial buyer looking to impress, Condabilla’s Murray Cod is the perfect choice for a delicious and unique centerpiece. Experience the taste of locally sourced excellence and bring something truly special to your Christmas table. |
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