The Queensland Tourism Industry Council (QTIC) has welcomed the official launch of Destination 2045, a bold 20-year tourism strategy that places the visitor economy at the heart of Queensland’s future prosperity.

As the state’s peak tourism body, QTIC was honoured to deliver the launch of the vision to members and industry on Monday evening in Brisbane. The event was an opportunity for QTIC to reaffirm its commitment to supporting a thriving, inclusive, and sustainable tourism future.

“Tourism is a major contributor to Queensland’s economy through direct and indirect jobs. In addition to economic impacts, tourism has the power to be a force for good when it comes to social, cultural and the environment,” said QTIC CEO Natassia Wheeler. 

“It’s why our industry matters, and why a clear, long-term strategy like Destination 2045 is so important,” she added.

The strategy sets an ambitious target to double total visitor expenditure to $84 billion by 2045, recognising both overnight and day-trip visitation as central to Queensland’s tourism success. It also capitalises on the opportunity presented by the Brisbane 2032 Olympic and Paralympic Games – not just as a single moment in time, but as a catalyst for long-term growth, global visibility, and sustained investment.

QTIC’s formal submission, shaped by operators across the state, identified six sector-wide priorities essential to the strategy’s success: Growing and supporting the tourism workforce; Securing sustainable, long-term funding across all regions; Improving access to and within destinations; Attracting and revitalising tourism product investment; Embedding environmental and cultural sustainability; Supporting Indigenous tourism leadership as an ongoing priority.

“These are not small asks – they’re the backbone of a strong and competitive visitor economy,” Wheeler said.

“We’re pleased to see clear progress on several key areas QTIC has long championed, from streamlined ecotourism permits to improved regional aviation strategies and cutting red tape.”

QTIC also acknowledged the strong collaboration across government and industry in developing the plan.

“This has been a genuine Team Queensland effort – from government to regional tourism organisations and industry leaders across the state,” Wheeler said.

QTIC extended its thanks to the Department of Environment, Tourism, Science and Innovation, Premier Crisafulli, Minister Powell, and Director-General O’Callaghan for their trust and partnership.

“This plan is only the beginning. With the right focus, collaboration, and investment, Queensland can lead the way as a global destination – and deliver lasting benefits for every region and community,” she added.

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