The Queensland Government has released Destination 2045 – a 20-year tourism strategy designed to transform the state into Australia’s leading destination for ecotourism, events and visitor experiences.
Informed by over 1,500 tourism stakeholders across the state, the plan aims to supercharge our tourism industry, doubling the value of visitor expenditure to the state’s economy to $84 billion by 2045, and deliver lasting benefits to Queensland communities.
Destination 2045 presents a clear vision for Queensland to seize the once in a generation opportunity of the 2032 Olympic and Paralympic Games, as a springboard for a long-term growth investment and global visibility.
The plan signals the governments recognition of tourism as a foundational pillar of the state’s future economy. For operators and industry stakeholders, the message is clear: this plan is built to back them and will be presenting plenty of opportunities to those who think strategically, align with the vision, and invest in their market presence and experience.
A plan grounded in industry input
One of the most significant aspects of Destination 2045 is how deeply it has been shaped by industry.
QTIC CEO, Natassia Wheeler noted during the launch event, the strategy addresses not just long-term goals, but the challenges operators face today and ensures it’s built on insight rather than assumptions.
“The strategy is grounded in the realities of today – it doesn’t just look ahead, it responds to the challenges that operators have been facing for years,” said Natassia.
With more than 1,500 stakeholders contributing, from major operators to small businesses, Traditional Owners, local governments and grassroots organisations, it reflects the lived experience, priorities and challenges of tourism operators across Queensland.
QTIC’s formal submission outlined sector-wide priorities to look forward to including:
- Growing and supporting the tourism workforce
- Securing sustainable long-term funding across all regions, including infrastructure and destination marketing
- Industry development and capability building
- Improving access to and within destinations
- Encouraging investment in new experiences and revitalising existing experiences.
- Embedding environmental and cultural sustainability as foundational not optional
- Supporting indigenous tourism leadership as a priority.
What is the Plan: A strategic overview
Combined, the initiatives outlined aim to more than double total visitor expenditure by 2045 and increase the tourism workforce by around 40,000 jobs.
To support the industry in achieving these goals, the state can expect government grants for new projects and funding for regional tourism.
The strategy outlines six priorities designed to transform the industry:
- Ecotourism 45X45 – Delivering 45 new ecotourism experiences by 2045. These include light-footprint accommodation, agritourism projects, dark sky tourism, and iconic trails like the Thorsborne Trail, Wangetti Trail, and the Whitsunday Skyway.
- Events Capital – A vision to make Queensland the undisputed home of world-class events, backed by a dedicated fund and a whole-of-state approach to event acquisition and delivery.
- Connecting Queensland – A major push to improve regional accessibility, with a focus on ‘drive’ tourism and attract new direct international flights (with India identified as a key growth market). A new Connecting Queensland aviation fund will support these efforts.
- More Experiences – Investment in rejuvenating key destinations, especially the Great Barrier Reef islands, and encouraging new product development in partnership with industry.
- QLD’s brand: Home of the Holiday – A reinvigorated approach to marketing Queensland’s tourism offers both domestically and globally.
- Operator Empowerment – Perhaps one of the most impactful shifts: a commitment to streamlining permits and regulatory processes to reduce red tape and give operators more freedom to innovate, expand and modernise.
Credit: Destination 2045 Plan
Positioning Queensland globally
Endorsed by Premier David Crisafulli and Minister for Environment, Tourism and Innovation Andrew Powell, the strategy has one key message: Queensland is open for tourism business and the world is watching.
What’s particularly bold about Destination 2045 is its global outlook. The strategy doesn’t just seek to compete within Australia, it positions Queensland as a world-class destination for nature-based experiences, events, culture and connection.
Premier David Crisafulli described the plan as “big, bold and ambitious,” noting that tourism operators have been “crying out” for a clear, long-term framework.
In his words, “Queensland will become Australia’s events and ecotourism capital, delivering more ways for locals and visitors to experience and travel around our great state.”
This global mindset is backed by practical enablers, from aviation route development to streamlining development approvals, which will make it easier for operators to attract international visitors and build experiences that meet global standards.
Events, connectivity and the Olympics spotlight
With Brisbane 2032 on the horizon, Destination 2045 aims to maximise not just the two weeks of global attention, but the 10-year runway leading in, and the legacy potential well beyond.
Events are a central pillar.
Queensland has already proven its potential to attract international cultural moments, such as the 2026 Royal Edinburgh Military Tattoo, not by outspending other states, but through a nimble, united “Team Queensland” approach. A dedicated fund and a strategic events framework will enable more of these wins, particularly in regional areas.
Connectivity is another game-changer.
The connecting Queensland aviation fund will play a critical role in linking Queensland more effectively with interstate travellers and the world, making it easier to get into and around the state.
The plan aims to grow international markets by boosting direct flights to our regions, highlighting direct flights from India as a key priority, and regional airports stand to benefit as well.
In addition to this, a large focus will shift to investing more in marketing drive tourism, enabling road trips through the state.
Credit: Destination 2045 Gallery
Cutting through red tape: Regulations backing operators
One of the more quietly revolutionary aspects of the plan is the commitment to overhauling permits and regulations.
For years, red tape has been one of the most persistent barriers to growth for tourism operators, particularly those trying to innovate with new nature-based experiences or expand into regional areas.
Destination 2045 proposes to change that, making it faster and simpler to bring ideas to life. This is a significant lever for operator confidence, and one that could unlock a wave of private investment and creativity in Queensland’s visitor economy.
Minister Andrew Powell said this is the time to go for it.
“You’ve now got a government that’s going to get out of your way when you need us to get out of your way, stand shoulder to shoulder when you need us by your side and at your back when you need an extra oomph,” he said
“So just go for it.”
What this means for operators: It’s time to reflect, align and act
So, where does this leave operators?
In a word: empowered.
Destination 2045 is more than policy; it’s a call to action.
This strategy lays the foundation for long-term growth and sets strong expectations.
The playing field is being reshaped, and those who want to thrive in 2025, through to 2032 and beyond need to ask themselves:
- Is our experience offering aligned with where Queensland tourism is heading?
- Are we telling the right story to the right markets, especially as global connectivity increases?
- Are we positioned to benefit from the Olympics, new events, and rejuvenated destinations?
- Do we understand the visitor of 2045, and are we preparing for their expectations today?
It’s a moment to think big, be strategic and be proactive.
Not every operator needs to build the next Hinchinbrook trail or host an international event, but every operator can think strategically about how they fit into the next chapter of Queensland’s tourism evolution.
This may mean rethinking your brand presence, exploring new markets, investing in marketing and digital assets, being proactive with tender and grant opportunities, or partnering with regional initiatives.
It means aligning your business offering with the strategy and its priorities to reap the promised benefits.
Premier David Crisafulli made it clear that Destination 2045 is supporting operators investing in themselves, their brand and their experience to drive the success of this plan.
“I’m not asking you to back us, I’m asking you to back yourself,” said the Premier.
“You’ll have a government that will be making things easier rather than harder and invest in the things you need.”
How can Focused Marketing help?
With Destination 2045, has laid down a path forward and will be opening doors for operators in the industry.
The most successful Queensland tourism stories of the next 20 years will start with the operators who chose to think strategically today.
At Focused Marketing, our suite of services will help you strategically align your journey forward with Destination 2045 from planning to execution.
Secure our growth services today, designed to position your business for success through bids, grants, proposals and tenders.
Seize the opportunity and strategise your path forward to success today and contact Focused Marketing.
Read the whole Destination 2045 plan.
