| - CEO Message
- New Member Welcome
- Online Transformational Events Masterclass
- Queensland Country Tourism - Brand Reveal
- Applications Open for the Australian Tourism Exchange (ATE25)
- Prepare for the Best of Queensland Experience Assessment
- Tourism Business Capability Subsidy: Closing Soon!
- Prepare Visitors for a Safe Experience in Queensland
- Get Involved: ‘Holiday in Queensland, for real life’ Campaign
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Welcome to the last edition of our industry newsletter in the branding as you know it. With our brand reveal on the 29th of October, you can expect our content to look quite different in the next edition. If you haven't registered yet, I strongly encourage you to join us for this landmark event. This will be our biggest event of the year, featuring key industry leaders, operators, and exceptional networking opportunities that you won't want to miss. |
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Tourism and Events Queensland’s (TEQ) monthly update recorded excellent progress for our sector in September 2024. Queensland.com recorded 1.26 million visits, marking an 11% increase from August and a 38% rise compared to September last year. This growth translated into 209,000 leads to industry—the highest volume in nearly three years. A significant driver of these results was the Virgin Australia sales campaign, where dedicated landing pages aligned with ad content, enhancing user experience and boosting conversion rates by 60%. Additionally, U.S. traffic surged by 66%, largely due to Bluey’s World promotion on The Kelly Clarkson Show, leading to a 390% spike in traffic during the week it aired. TEQ's latest marketing campaign, ‘Holiday in Queensland, for real life,’ launched on 20 October and will continue until December. Further information on how you can become involved with the campaign is included later in this newsletter.
November is also shaping up to be an important month for our industry, with two major events on the calendar. The Adventure Tourism Awards and Youth Tourism Conference will take place on 7 November 2024, celebrating the achievements of the backpacking and independent travel sector. This all-day event will focus on challenges and opportunities within youth tourism and will conclude with a special awards dinner, offering a chance to come together and recognise excellence in our industry.
Additionally, Tourism Week will return from 13 to 15 November 2024 at the newly built The Star Brisbane, Queen’s Wharf. This annual gathering attracts around 1,000 delegates and is an invaluable opportunity to reflect on our achievements, explore new innovations, and celebrate the resilience and growth of our industry. I encourage you to participate and take advantage of the networking and learning opportunities these events provide. We are delighted to extend our congratulations to three outstanding nominees from our region who are entrants in this year's state awards: Big Skies Festival, Esk Caravan Park, and Girraween Environmental Lodge.
If you are planning to attend the awards, we would love to know so we can ensure Queensland Country is well represented on the night and seated together. Please advise if you will be joining us to cheer our region on during the celebration.
On the local level, Queensland Country Tourism continues to offer valuable data insight through our localised reports, helping operators understand visitor trends specific to their regions. These reports, updated monthly, are accessible through our member portal and can offer tailored insights to strengthen your business strategies.
In other positive news, the recent addition of tour guides to the Jobs and Skills Australia’s Occupation Shortage List is a timely recognition of the need for skilled workers in our sector. With the return of international visitors from key markets like Europe, China, and India, the demand for knowledgeable, multilingual guides has never been greater. This move highlights the importance of continuing to develop our workforce to ensure that Queensland remains a top destination, known for its exceptional visitor experiences.
As we prepare to launch our new brand, I want to thank you for your ongoing support and partnership. This new chapter represents a shared vision for the future of Queensland Country, and I look forward to seeing how we can continue to grow together under our refreshed identity. |
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We're excited to welcome our newest members to the Queensland Country Tourism family:
These businesses are now part of our growing community, and we look forward to supporting their journey in the tourism industry. If you're interested in becoming a member and learning more about the benefits, please reach out to membership@queenslandcountrytourism.com.au or visit our membership page. |
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Registrations Closing
Join us for a virtual 'long-lunch' as we explore the new Step-by-Step Guide for Transformational Event Experiences. This masterclass will feature practical insights and real-life examples to help you create sustainable events and secure long-term partners.
Key Takeaways: - Develop unforgettable event experiences.
- Build a financially sustainable event.
- Collect and analyse meaningful data.
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Join us on Tuesday, 29 October, at Gabbinbar in Toowoomba for a special unveiling of Queensland Country Tourism’s new brand. This transformation captures the spirit of our people, places, and the vibrant essence of our region. Developed with Publicis Worldwide, the new identity reflects our journey and commitment to growth. |
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| Applications are now open for ATE25, Australia’s largest annual business-to-business tourism event. The 45th edition of ATE will be held at the Brisbane Convention and Exhibition Centre from 27 April to 1 May 2025. Queensland Country Tourism will be attending and will have opportunities for trade-ready operators to join us on our stand with a day pass—further details will be provided in the new year. If you are planning to take up your own stand, we’d love to hear from you, so please reach out! For more information or to apply, visit ATE25. |
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| Prepare for the Best of Queensland Experience Assessment |
| The deadline for TEQ’s Best of Queensland Experience Program (BOQEP) assessment is approaching on 31 December. This program identifies experiences that embody Queensland’s story and deliver top-tier customer satisfaction.
To be assessed, ensure your listing on the Australian Tourism Data Warehouse (ATDW) is current, with verified booking URLs and accurate social media links. A Global Review Index (GRI) score of 80 and a minimum of 80 points are required to earn the 2025 recognition. Achieving this status allows you to display the official stamp, helping travellers identify your business. For more details, visit TEQ's BOQEP page. If you would like tailored support prior to assessment, please reach out to Queensland Country Tourisms' Business Development Manager, Bonnie Zelinski at bonnie@queenslandcountrytourism.com.au to book a call and look at how to improve your score. |
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| The $2 million Tourism Business Capability Subsidy is nearing its final stages, with Round 2 applications closing soon. This program offers Queensland tourism and event businesses the chance to enhance their skills through targeted training and accreditation. To be eligible, training must be registered to start within 30 days of approval and completed by 18 December 2024. Don’t miss this opportunity to strengthen your business. |
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| The 'Get Ready Queensland' website offers essential visitor safety tips to help travellers stay informed and prepared for Queensland’s unique weather conditions. From tips on what to do before, during, and after severe weather events, to guidance on emergency contacts and safety measures, this resource is invaluable for tourism operators. We encourage you to share this information with your guests and include it in your visitor communications. Visit Get Ready Queensland Visitor Safety Tips for more details. |
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| TEQ's latest marketing campaign, ‘Holiday in Queensland, for real life,’ launched on Sunday, 20 October 2024, encouraging families to holiday in Queensland. The campaign features across social media, YouTube, and Google Demand Gen, driving traffic to Queensland.com. Make sure your best deals are visible by logging into your ATDW listing and loading up to three offers at no charge. Deals can include discounts, packages, or exclusive add-ons and should be available for booking between October and December 2024. This is a great chance to boost your visibility and attract more visitors during the holiday season. |
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