Queensland Tourism Week has opened on the Gold Coast, with state-wide tourism operators, industry and government leaders and First Nations businesses gathering at The Star Gold Coast for DestinationIQ to explore how the whole industry can share in growing demand for cultural experiences and draw more visitors into regional Queensland ahead of Brisbane 2032.
This year the Gold Coast hosts Tourism Week, with today followed by DestinationQ tomorrow and the Queensland Tourism Awards on Friday evening at the Gold Coast Convention and Exhibition Centre.
The day began this morning with a Welcome to Country from Uncle John Graham Snr, followed by an opening address from QTIC CEO Natassia Wheeler, an address from Tourism Minister Andrew Powell and an industry keynote on the future of tourism from Kalwun Development Corporation CEO Kieran Chilcott. NITV and Fox Sports commentator Bo de la Cruz is MC.
QTIC CEO Natassia Wheeler said DestinationIQ was for the whole industry, because visitors’ appetite for culture and Country was shaping what they expected from every tourism experience.
“Visitors the world over want to learn about and connect with the history and culture of the places they visit, and Australia is no exception. That is shaping what they look for from every tour, attraction, hotel and event in Queensland,” Wheeler said.
“The room today is a real mix of our industry, from caravan parks and reef tours to hotels and regional festivals. The theme is around collaboration and partnership with Traditional Custodians and First Nations businesses as we look to respectfully share more local stories and increase visitation further into the regions.
“Opening Tourism Week on the Gold Coast, a city that knows how to welcome the world, is a fitting place to start. The conversations here set the tone for the whole week about where Queensland tourism goes next.”
Minister for the Environment and Tourism Andrew Powell MP, who addressed delegates, said First Nations tourism was one of Queensland’s greatest strengths and an important part of growing the state’s visitor economy.
“Supporting more authentic First Nations tourism experiences is an important part of the Crisafulli Governments vision to grow Queensland’s visitor economy and strengthen regional tourism opportunities across the state,” Minister Powell said.
“DestinationIQ helps ensure that growth is guided by First Nations communities, with culture, Country and stories shared in a way that reflects local priorities and aspirations.”
Tourism and Events Queensland CEO Craig Davidson said: “Visitors want to connect with the places they visit, and First Nations experiences give Queensland something no other destination can offer. As the world looks to Queensland ahead of Brisbane 2032, now is the time to grow these experiences, especially in our regions.”
Still to come today:
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Connected by Country: University of Queensland Professor Lisa Ruhanen on growing cultural experiences in the regions.
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Digital storytelling: actor, screenwriter and producer Aaron Fa’aoso and Tamra Forde of Songlines Digital on how operators can tell their stories online.
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Visitor data: Robbie Dalton of Localis on what the latest data shows about demand for cultural experiences.
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State of Play: Cheryl Thompson (IITOQ), Kieran Chilcott, Gael Duff (Tourism and Events Queensland) and Sorita McGrane (Many Rivers) on where Indigenous tourism stands now.
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Working with government: Deputy Director-General Ben Klaassen on Queensland Government partnerships, and with Heidi Quatro of the Gold Coast’s Jellurgal First Nations Ranger Program on ecotourism and sustainability.
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Events and festivals: Bradley Chatfield (QPAC), Mark Duckworth (Experience Gold Coast) and Petina Tieman (Complete Business Solutions and Beyond Mobility) on live experiences.
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Immersed in Country: Johnny Murison (Jarramali Rock Art Tours), Brook Silvester (First Nations Lifeguards and Bombora Surf School) and Troy Casey (Blaklash Creative) on welcoming visitors to Country.
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Brisbane 2032 legacy: Georgina Baumann of Brisbane 2032 on what the Games can leave behind for tourism.
DestinationIQ opens Tourism Week 2026, which continues with DestinationQ on Thursday 5 November, then EventsQ and the Queensland Tourism Awards gala on Friday 6 November.
DestinationIQ is proudly supported by Tourism and Events Queensland, the Queensland Government and Destination Partner Experience Gold Coast and The Star Entertainment Group.
