The Queensland Tourism Industry Council (QTIC) has welcomed the launch of the Regional Rewards campaign by the State Government, describing it as a practical example of industry advocacy translating into action and delivering direct benefits for tourism businesses across regional Queensland.

The campaign announced by the Crisafulli Government, will provide 10,000 discounts of $100 on eligible regional tours, attractions and experiences, and is expected to generate more than $2 million in direct economic benefit for tourism operators and communities across the state.

QTIC CEO Natassia Wheeler said the initiative reflects the value of strong collaboration between industry, government and key stakeholders in addressing the challenges facing tourism businesses and stimulating demand.

“This is exactly the type of targeted initiative industry has been calling for,” Wheeler said.

“QTIC has been actively advocating for measures that encourage more visitors to book tours, attractions and experiences, particularly in regional Queensland where tourism plays such an important role in supporting local jobs, businesses and communities.

“We have worked closely with government and industry partners to highlight the need for demand-driving initiatives and to ensure the voices of tourism operators are being heard. It is pleasing to see that advocacy results in practical action that will deliver real economic benefits on the ground.”

Wheeler said the campaign is another example of the positive outcomes that can be achieved when government and industry work together to address the needs of Queensland’s visitor economy.

“Tourism is one of Queensland’s largest economic contributors, generating more than $43 billion in visitor expenditure annually and supporting hundreds of thousands of jobs across the state,” she said.

“Queensland has an extraordinary range of tourism experiences on offer and initiatives like this help convert travel intention into bookings, creating immediate benefits for operators while encouraging visitors to explore more of our regions.”

The Regional Rewards campaign follows several recent advocacy outcomes secured by QTIC on behalf of the tourism industry.

Earlier this month, the Crisafulli Government announced reforms to Queensland’s e-mobility legislation that struck a more balanced approach between improving public safety and maintaining accessibility for visitors and tourism operators who rely on compliant e-bikes and e-scooters as part of the visitor experience.

QTIC also recently welcomed Brisbane City Council’s decision not to proceed with proposed restrictions on short stay accommodation providers, following advocacy alongside industry and Airbnb. The outcome highlights the importance of collaboration and evidence-based policy as Queensland prepares for Brisbane 2032 and growing visitor demand, with short stay accommodation continuing to support tourism capacity across the state.

“These outcomes demonstrate the importance of having a strong industry voice at the table,” Wheeler said.

“Advocacy is most effective when it is backed by real-world industry feedback and constructive engagement with decision-makers. We will continue working with government on the issues that matter most to tourism businesses, including the cost of doing business, workforce challenges, insurance affordability, regional access and visitor demand.

“Queensland has an enormous opportunity in front of it, but realising that opportunity requires continued collaboration between industry and government to ensure tourism businesses can grow, invest and thrive.”

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