The growing demand for cultural tourism experiences, and the opportunity it presents ahead of Brisbane 2032, is set to take centre stage at Destination IQ – Queensland’s annual First Nations tourism conference as the program is revealed today.

Hosted by the Queensland Tourism Industry Council (QTIC) on Wednesday 12 November at the Brisbane Convention and Exhibition Centre, the event is open to all tourism operators, businesses, and stakeholders eager to understand and engage with the fastest-growing sector in global tourism.

As Queensland prepares to welcome an influx of international visitors in the lead-up to the Brisbane 2032 Olympic and Paralympic Games, industry experts say the appetite for cultural tourism is only set to grow. More visitors are looking to incorporate Indigenous experiences into their itineraries –  from leisure travellers to group tours and pre and post games delegations.

QTIC Chief Executive Officer Natassia Wheeler said the time for industry to engage with First Nations tourism is now and attending the Destination IQ Forum is the perfect place to start.

“Destination IQ is about shared learning, respect and partnership,” Wheeler said.

“It’s a space for the entire industry to come together and explore how we can grow meaningful cultural tourism across Queensland.”

“The conversations happening at Destination IQ will shape how our industry responds to this growing demand, strengthens connections with community, and ensures cultural integrity sits at the heart of our visitor experiences.”

This year’s program features a dynamic mix of keynote addresses, panel discussions, Q&A sessions and networking opportunities, designed to inspire collaboration and highlight the opportunities in cultural tourism.

Program highlights include:

• Keynote Address: George Rose — former professional rugby league player and CEO of No Limit Boxing
• Youth Panel: ‘Curating the Experiences of Tomorrow’, featuring emerging cultural leaders from across Queensland
• Official Launch: Queensland First Nations Tourism Plan by Hon. Andrew Powell MP, Minister for Environment, Tourism and Minister for Science and Innovation

The ‘Culture in Demand’ panel will explore how cultural tourism is driving business growth, featuring Simon Thornalley, founder of Saltwater Eco Tours.

Since its launch on the Sunshine Coast, Saltwater Eco Tours has evolved from a small coastal experience to one of Queensland’s most recognisable cultural tourism businesses – blending maritime heritage with Indigenous storytelling. Thornalley said this growth reflects the wider shift in visitor expectations.

“There’s a clear and growing appetite for authentic, story-driven experiences that connect people to place and culture,” Thornalley said.

“It’s important that we get together as an industry – to talk about opportunities, to share experiences, and to learn from each other. I’ll be there, and I’d encourage anyone working in tourism, regardless of where they’re from or what they do, to be part of the conversation. The time to get engaged in First Nations tourism is now,” he said.

Global tour operator and QTIC Champion Member Intrepid Travel will also be among those attending.  Brett Mitchell, Managing Director ANZ said the company sees Destination IQ as an important opportunity for learning and collaboration.

“As a company built on connection and responsible travel, we’re committed to growing and promoting authentic Indigenous First Nations experiences within our tours trips,” Mitchell said.

“Destination IQ is an opportunity to connect, learn and be inspired by the leaders shaping this space – and to ensure that global operators like us are supporting and sharing those stories with the world.”

Destination IQ 2025 is delivered by QTIC in partnership with the Queensland First Nations Tourism Council (QFNTC), with support from the National Indigenous Australians Agency (NIAA) and the Queensland Government.

Tickets are available now via qtic.com.au/tourism-week, as part of Tourism Week 2025, which also includes the DestinationQ Forum and the 40th Queensland Tourism Awards

Event details:

Destination IQ 2025

Date: Wednesday 12 November 2025

Venue: Brisbane Convention and Exhibition Centre – Plaza Ballroom and Sky Room & Terrace

Tickets: qtic.com.au/tourism-week

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