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TEQ funding increase to support Five-point Blueprint for Queensland visitor economy

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29th April 2020 - Tourism and Events Industry encourages Australians to download and use COVIDSafe app

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Five-point Blueprint for visitor economy

Posted on August 2nd, 2023

• Tourism and Events Queensland (TEQ) launches a Five-point Plan and Blueprint to maximise 2032 Olympic and Paralympic Games opportunities.
• Queensland Government increases TEQ funding to $125 million-a-year.  
• New funding to support TEQ’s Five-point Plan and Blueprint to grow the domestic visitor economy and fast-track international recovery.

The Queensland Government has delivered increased funding of $125 million-a-year for Tourism and Events Queensland, locked in over the next four years.

TEQ’s increased $125 million-a-year in State Government funding supports the launch of TEQ’s Five-point Plan and Blueprint for growing and strengthening Queensland’s domestic and international visitor economy.

Developed in partnership with Queensland’s tourism industry, the Five-point Plan is designed to help industry reach its goal of a $44 billion-a-year visitor economy, as highlighted by the industry-led Towards Tourism 2032 roadmap.

TEQ’s Five-point Plan and Blueprint includes:

• Gaining and maintaining the dominant share of Australia’s domestic visitor economy.
• Assisting the Queensland tourism industry to grow the inbound international visitor economy to $11 billion.
• Increasing the economic value of the It’s Live! In Queensland events calendar to $2 billion.
• Harness the local knowhow of Queensland’s world-class destinations to increase visitors on the runway to the 2032 Olympic and Paralympic Games.
• Deliver new, cutting-edge domestic and international tourism marketing campaigns.      

The Blueprint will also intensify TEQ’s organisational focus on generating visitor demand for Queensland destinations and is here: TEQ Blueprint

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Five-point Blueprint for visitor economy

• 1 Aug 2023 7:21 pm AEST Date Time

• Tourism and Events Queensland (TEQ) launches a Five-point Plan and Blueprint to maximise 2032 Olympic and Paralympic Games opportunities.
• Palaszczuk Government increases TEQ funding to $125 million-a-year.
• New funding to support TEQ’s Five-point Plan and Blueprint to grow the domestic visitor economy and fast-track international recovery.

The Palaszczuk Government has delivered increased funding of $125 million-a-year for Tourism and Events Queensland, locked in over the next four years.

TEQ’s increased $125 million-a-year in Palaszczuk Government funding supports the launch of TEQ’s Five-point Plan and Blueprint for growing and strengthening Queensland’s domestic and international visitor economy.

Developed in partnership with Queensland’s tourism industry, the Five-point Plan is designed to help industry reach its goal of a $44 billion-a-year visitor economy, as highlighted by the industry-led Towards Tourism 2032 roadmap.

TEQ’s Five-point Plan and Blueprint includes:

• Gaining and maintaining the dominant share of Australia’s domestic visitor economy.
• Assisting the Queensland tourism industry to grow the inbound international visitor economy to $11 billion.
• Increasing the economic value of the It’s Live! In Queensland events calendar to $2 billion.
• Harness the local knowhow of Queensland’s world-class destinations to increase visitors on the runway to the 2032 Olympic and Paralympic Games.
• Deliver new, cutting-edge domestic and international tourism marketing campaigns.

The Blueprint will also intensify TEQ’s organisational focus on generating visitor demand for Queensland destinations and is here: TEQ Blueprint

Tourism Minister Stirling Hinchliffe said:

“Queensland tourism’s pandemic recovery is phenomenal, and more than any Australian State we have a once-in-a-generation opportunity to continue building back better and shine.

“TEQ’s Five-point Plan is about maximising the State’s nine-year runway to the 2032 Games to bring the world to Queensland to experience our unforgettable holiday lifestyle.

“We know a strong events line-up is an amazing catalyst for inspiring visitors to explore our diverse State while supporting good Queensland jobs.

“Queensland is already Australia’s number one holiday destination.

“With $125 million-a-year in increased Palaszczuk Government funding and TEQ’s Blueprint, we’re backing the industry to take Queensland’s visitor economy to the next level.”

Tourism and Events Queensland Chair Brett Godfrey said:

“ TEQ is excited by the opportunities for Queensland over the next decade and we are energised by the industry’s $44 billion aspirational goal.

“The Blueprint and our five-point plan will focus on gaining the dominant share of Australia’s domestic holiday market and assisting industry to grow international overnight visitor expenditure from $6 billion to $11 billion.

“We will continue to tap into the strength and influence of Queensland’s destinations and industry to maximise opportunities in market and deliver cutting-edge, high-impact marketing campaigns to drive consumer demand.

“We have an incredibly diverse and valuable events calendar in Queensland, and this will remain a key focal point as we aim to build a $2 billion global events portfolio.

“Our goals are all underpinned by the opportunity the Brisbane 2032 Olympic and Paralympic Games presents for Queensland, as a catalyst for greater global awareness, appeal and visitation to the State.

Tourism and Events Queensland CEO Patricia O’Callaghan said:

“This Blueprint has been a direct outcome of listening to industry and harnessing their aspirations and ambitions into a clear pathway forward.

“At its heart, it will be our partnerships with government and industry that will set Queensland apart from our competition. In an increasingly competitive market, we will deliver bold, high-impact marketing campaigns that will have the world talking about Queensland.

“A bold target requires bold new thinking and TEQ is committed to driving the industry towards a prosperous future.”

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Great Keppel Island Master plan ignites new era of growth

The Queensland Government reveals a comprehensive plan to rejuvenate Great Keppel Island (Woppa), focusing on sustainable tourism, infrastructure upgrades, and community involvement to unlock its full potential as a world-class destination.

The Queensland Government has unveiled the blueprint to revive Great Keppel Island (Woppa) as a world-class tourism destination for future generations to enjoy.

Co-designed with the community and key stakeholders, the final concept master plan has a strong focus on unlocking the iconic island’s full tourism potential, generating jobs, and celebrating its rich history and natural environment.

The Great Keppel Island (Woppa) Concept Master Plan outlines the key infrastructure needed to make the island safer, more accessible and support tourism development – benefiting visitors, businesses and the community.

The plan includes opportunities for:

• Sustainable tourism development to attract domestic and international visitors, including new eco resorts and precincts and a village centre.
• Better access around the island with new boardwalks, walking trails and wayfinding signs.
• An enhanced arrival gateway, with options to improve maritime access being investigated.
• Cultural, educational and nature-based experiences to encourage longer stays on the island.
• Infrastructure upgrades, including a new wastewater treatment plant.

The Queensland Government has committed $30 million towards common-user infrastructure on the island off the Capricorn Coast.

Livingstone Shire Council is working with the government to deliver the first piece of work, with $10.1 million committed to build a new wastewater treatment plant and amenities blocks. This is expected to be completed by the end of 2025, subject to a viable business case.

The Queensland Government is also funding technical studies on options to improve maritime access and working with key partners to progress plans for a gateway precinct for visitors and new and upgraded boardwalks and walkways.

The concept master plan identifies the infrastructure needed to drive growth over the long term. While the Queensland Government committed a total of $30 million towards infrastructure, this concept master plan provides a strategic framework to help stakeholders secure private or public sector funding in the future.

A range of local stakeholders, including residents, business owners and operators on or servicing the island, Traditional Owners, the peak tourism body and Livingstone Shire Council, were part of the concept master planning process, which was led by a community Project Reference Group to ensure a shared, community-driven vision.

The Queensland Government received more than 160 pieces of feedback on the draft plan when it was released in July 2023.

At the heart of the plan is protecting the island’s history, cultural values and unique characteristics through sustainable and eco-friendly development, while ensuring the island maintains a strong connection to the history of the land and its Traditional Owners, the Woppaburra People.

Great Keppel Island (Woppa) is considered one of the best development opportunities within the Great Barrier Reef due to its location, exceptional natural environment and access to the coast.

The resort closed in 2008 and the Queensland Government took over the leases in 2023 after a number of commercial negotiations did not progress.

The $30 million investment is comprised of a 2017 Election Commitment of $25 million under the GKI Rejuvenation Fund and a further $5 million under the Building Our Regions Fund to support common-user infrastructure.

See the final Great Keppel Island (Woppa) Concept Master Plan .

8 key marketing strategies to grow your business in tourism, leading up to the Brisbane 2032 Olympics

by Tracy | Aug 24, 2023 | Content , Digital , Strategy

Discover how you can leverage Tourism and Events Queensland’s (TEQ) recently launched strategy: Towards Tourism 2032.

As the Olympic torch tracks its way to Brissy for the 2032 Games, how will you make the most of this exciting opportunity?

“In the case of the 2032 Games, it is possible we will see at least $17 billion of economic and social benefits for Australia, with around $8 billion of that flowing into Queensland.” Westpac Business Bank Chief Economist, Besa Deda ,

Tourism and Events Queensland (TEQ) recently launched the TEQ Blueprint to support their Towards Tourism 2032 strategy. This Blueprint aims to position Queensland as the travellers’ destination of choice through bold and globally recognised marketing and events campaigns. These initiatives will drive our Queensland tourism industry towards its goal of a $44 billion-a-year visitor economy.

So, how can you maximise your marketing strategy to leverage these initiatives and benefit from this amazing opportunity?

TEQ’s Five-point plan to guide their Towards Tourism 2032 strategy. Image credit: The TEQ Blueprint

The opportunity for businesses

Businesses have numerous opportunities to capitalise on TEQ’s Blueprint leading up to the Brisbane 2032 Olympics. As the government drives significant investment and strategic campaigning for the Queensland tourism sector, local businesses are well-positioned to harness this momentum for their benefit – and here is how.

8 marketing strategies to drive economic growth for your business

1. audience segmentation and targeted promotions.

The blueprint aims to gain the dominant share of Australia’s domestic holiday market.

Opportunity: Domestic market dominance

This presents an excellent opportunity to focus on attracting local and interstate tourists. Consider segmenting your target audience and developing exclusive packages, special short stay offers, and seasonal promotions for each.

2. International experiences 

With a goal to grow international overnight visitor expenditure to $11 billion, there’s a potential to target international travellers.

Opportunity: International overnight visitor expenditure

Enhance your marketing efforts to reach international audiences. Tailor your products or services to accommodate the needs of international visitors. Consider offering multilingual support, cultural experiences, and amenities that cater to diverse tastes.

3. Local event marketing 

The plan includes building a $2 billion global events calendar.

Opportunity: Global events calendar

Leverage local marketing campaigns, collaborations, and events to highlight the unique experiences, products or services your business offers. If your business is situated in an area that hosts events or has easy access to event venues, position your business as a prime choice for event attendees. Collaborate with event organisers to offer special packages or deals for event participants, to take advantage of the influx of visitors during events.

4. Content marketing 

The blueprint emphasises maximising opportunities in the market by utilising the strength and influence of Queensland’s destinations and industry.

Opportunity: Amplify Queensland’s strengths and destinations

Showcase the unique features of your accommodation that align with the appeal of Queensland’s attractions and landscapes.

5. Incorporate digital marketing & technology 

The focus on delivering cutting-edge, high-impact marketing campaigns provides an opportunity for your business to enhance its online presence and visibility.

Opportunity: Cutting-edge marketing campaigns

Invest in digital marketing strategies, including social media campaigns, search engine optimisation, and engaging content creation. Use storytelling to connect with potential guests and showcase the value of staying at your accommodation.

6. Olympic Games campaigns 

The upcoming Brisbane 2032 Olympic and Paralympic Games offer a unique catalyst for increased global awareness and visitation to Queensland.

Opportunity: Brisbane 2032 Olympic and Paralympic Games

Consider tailoring your marketing efforts around the excitement of the games. Promote your business as an attractive option for visitors attending the events.

7. Strategic collaborations 

As highlighted in the blueprint, partnerships with both government and industry will be crucial.

Opportunity: Partnerships and collaboration

Collaborate with local tourism boards, event organisers, and other relevant stakeholders to co-promote the destination and enhance the overall visitor experience. Engaging in collaborative efforts can help your accommodation business stand out and attract more visitors.

8. Innovation 

The blueprint emphasises bold and innovative thinking.

Opportunity: Bold and innovative approaches

Consider introducing new amenities, services, or experiences that sets your business apart from others and creates an unique experience for your customers. Embrace sustainability initiatives, technology advancements, and customer-centric innovations that align with the changing preferences of modern day travellers.

Incorporating these marketing strategies into your business initiatives can position you to benefit from the growth potential outlined in TEQ’s blueprint and the Towards Tourism 2032 strategy outcomes. By aligning your marketing efforts with these goals, you can attract a diverse range of guests and contribute to the overall success of Queensland’s visitor economy.

For more information and assistance with your marketing strategy contact our team at Focused Marketing and make it happen!

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Five-point Blueprint for visitor economy

Joan Pease MP • 2023-08-06

The Queensland Government has delivered increased funding of $125 million-a-year for Tourism and Events Queensland, locked in over the next four years.

Key Points:

• Tourism and Events Queensland (TEQ) launches a Five-point Plan and Blueprint to maximise 2032 Olympic and Paralympic Games opportunities.
• Palaszczuk Government increases TEQ funding to $125 million-a-year.
• New funding to support TEQ’s Five-point Plan and Blueprint to grow the domestic visitor economy and fast-track international recovery.

TEQ’s increased $125 million-a-year in Queensland Government funding supports the launch of TEQ’s Five-point Plan and Blueprint for growing and strengthening Queensland’s domestic and international visitor economy.   Developed in partnership with Queensland’s tourism industry, the Five-point Plan is designed to help industry reach its goal of a $44 billion-a-year visitor economy, as highlighted by the industry-led Towards Tourism 2032 roadmap.    TEQ’s Five-point Plan and Blueprint includes:   1. Gaining and maintaining the dominant share of Australia’s domestic visitor economy. 2. Assisting the Queensland tourism industry to grow the inbound international visitor economy to $11 billion. 3. Increasing the economic value of the It’s Live! In Queensland events calendar to $2 billion. 4. Harness the local knowhow of Queensland’s world-class destinations to increase visitors on the runway to the 2032 Olympic and Paralympic Games. 5. Deliver new, cutting-edge domestic and international tourism marketing campaigns.       The Blueprint will also intensify TEQ’s organisational focus on generating visitor demand for Queensland destinations

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