After a stellar year in which Queensland was crowned Australia’s number one domestic visitor destination, it was wonderful to celebrate so many of our operators as they stood tall on the national stage. They are an inspiration to the entire industry, and I applaud their commitment to visitor excellence.
Queensland’s tourism wins were not limited to the glamour of the national awards this month. Earlier in March I joined the Minister for Tourism in announcing a sweep of accessible tourism grants. Funds totaling $10 million will be made available to businesses to develop or enhance visitor offerings, and to support tourism operators in developing accessibility tools. Linked to the Year of Accessible Tourism, the funding pool will support tourism businesses in becoming more accommodating for all guests.
With one in five Australians identifying as having or living with a disability or accessibility challenge, providing for this market is intrinsically linked to the success of our industry. Accessible tourism pre-pandemic represented a mammoth $10.8 billion tourism spend to the Australian economy. An impressive figure made more remarkable when we consider that it surpasses the $10.4 billion Chinese inbound market.
The big dollars identify the extent of the opportunity for tourism operators, but improving accessibility is about much more than the bottom line. Enhancing accessibility and accommodating all guests is a starting point to elevating Queensland’s position as a socially inclusive destination.
This inclusive perspective was emphasised at QTIC’s Tourism Industry Networking Breakfast earlier this month, where we saw more than 250 operators and industry leaders gather on the Gold Coast to hear from accessible tourism experts and those with lived experience. The morning’s message was as resounding as it was straightforward; “just start”. Accessibility goes beyond ensuring physical access. It is about providing a welcoming experience, understanding different guest requirements, and improving inclusion. Small changes can make a big difference to a guest’s experience.
It was wonderful to hear from such inspiring speakers and to spend the morning on the Gold Coast. Over the coming months, QTIC will be spending more time in region. The QTIC team will be visiting communities across the state and, together with your Regional Tourism Organisations, we will be connecting with our members and discovering more ways in which we can help to foster growth and prosperity for our visitor economy.
Kind Regards,
Brett Fraser
QTIC CEO
