More than 700 tourism operators and industry leaders have gathered on the Gold Coast today for DestinationQ, Queensland’s largest tourism conference, as one of the State’s most important industries works through the challenges and opportunities that will shape its growth to Brisbane 2032 and beyond.
Tourism is one of the pillars of Queensland’s economy. Visitors spend around $45.5 billion in the State each year, and the industry supports more than 277,000 jobs, around one in every 11 Queensland jobs. Ninety-five per cent of tourism businesses are small businesses, many of them in regional communities.
Held at the Gold Coast Convention and Exhibition Centre, the annual DestinationQ brings tourism operators together with industry leaders and government decision-makers to work through the issues that matter most to businesses, from Federal changes to working holiday maker visas to the rising costs of doing business.
The day opened this morning with demographer Simon Kuestenmacher on how changing demographics and consumer behaviour are reshaping who travels and why. Senior Queensland Government representatives have also addressed delegates, and a panel with the Australian Tourism Industry Council, Diamondvale Estate and Cairns Adventure Group has explored lifting industry capability through accreditation.
QTIC CEO Natassia Wheeler said DestinationQ was a chance for an industry that underpins jobs in every corner of the State to come together and plan for growth.
“Tourism is one of Queensland’s biggest economic engines. It keeps people employed in every region, from the reef to the Outback, and it puts Queensland on the world stage,” Wheeler said.
“But operators are under real pressure. They are telling us they can’t find enough staff, insurance has become a barrier rather than just a cost, and everything else is going up at the same time. Today is about working through those issues together so businesses can keep growing.
“On working holiday makers, we need certainty for travellers and the businesses that rely on them. On insurance, we have put 21 practical recommendations on the table, and we want the government, insurers and industry to work through them together.
“With Brisbane 2032 on the horizon, the decisions we make now will decide how much of that opportunity flows to Queensland communities for years after the Games.”
Minister for the Environment and Tourism Andrew Powell MP, who addressed delegates, said there was strong momentum across Queensland’s tourism industry and a shared determination to build on that success.
“There’s real momentum in Queensland tourism, and with government and industry working together, we’re determined to keep that momentum going,” Minister Powell said.
“We have a once-in-a-generation opportunity with the green and gold runway to 2032, and we need to make every year count by attracting more visitors, creating new experiences, and growing opportunities right across our State.
“Destination 2045 sets our ambition, but it’s our collective effort that will turn that ambition into a lasting tourism legacy, one that delivers for Queensland businesses, workers and communities long after the Olympic and Paralympic Games are over.”
Tourism and Events Queensland CEO Craig Davidson said “Queensland competes with the world for every visitor, and our promise is only as strong as the experience on the ground. Brisbane 2032 is a decade-long opportunity, and the work we do together now will shape how Queensland is seen for a generation.”
Still to come this afternoon:
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Director-General ‘Ask Me Anything’: operators put questions directly to department heads.
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Lessons from the world’s biggest events: Martin Green CBE, director of the Eurovision Song Contest and a key figure behind London 2012 and Birmingham 2022.
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Brand Queensland: how the State competes for visitors, with Tourism Australia, Tourism and Events Queensland, Experience Gold Coast, Australian Traveller Media and Ignite Travel Group.
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Workforce: keeping enough skilled staff, including the impact of working holiday maker changes, and the role of artificial intelligence in service, with Coast Entertainment Holdings, Affinda and Discovery Parks.
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Investment: getting new experiences and accommodation built, with operators who have used the Queensland Government’s tourism investment funds.
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Climate resilience: regenerative tourism and preparing for extreme weather, with EarthCheck, Woodfordia and the National Parks Association of Queensland.
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Brisbane 2032: Organising Committee President Andrew Liveris AO on what tourism businesses need to be doing now to capture the Games opportunity.
DestinationQ is the centrepiece of Tourism Week 2026, following yesterday’s DestinationIQ at The Star Gold Coast and leading into EventsQ and the Queensland Tourism Awards gala tomorrow.
DestinationQ is proudly supported by the Queensland Government, Tourism and Events Queensland, Destination Partner Experience Gold Coast and Venue Partner the Gold Coast Convention and Exhibition Centre.
