‘Tasmania, we’re coming for you’: 20-year tourism plan to make Queensland No.1

The Crisafulli government has announced a 20-year plan for the tourism industry, with the state’s tourism minister suggesting Queensland would rival destinations such as Tasmania and New Zealand by 2045.

Destination 2045: Queensland’s Tourism Future includes six strategic priorities to build Queensland’s tourism industry, with plans to expand ecotourism, attract world-class events, create a fund to entice direct flights to new markets, rejuvenate the Great Barrier Reef islands and boost marketing.

Natural Bridge in the Springbrook National Park on the Gold Coast.

The first 45 ecotourism projects to be delivered include the Thorsborne Trail on Hinchinbrook Island; the Wangetti Trail, north of Cairns; the Whitsunday Skyway in Airlie Beach; the Ngaro Trail on Whitsunday Island; and upgrades of day use areas in Lake Eacham and Springbrook National Park.

The LNP government opened public consultation for Destination 2045 in December.

On Monday, Premier David Crisafulli and Minister for the Environment and Tourism Andrew Powell unveiled the resulting plan, calling it “a visionary roadmap to supercharge the state’s industry into a new era of growth, innovation and global leadership”.

“We know we live in an amazing part of the world, and what this is about is unlocking opportunities for people to deliver a tourism product and for people to be able to work in the industry as we open up this great state to the globe,” Crisafulli said.

India has been identified as a “burgeoning market” for Queensland to tap into. “And the best way to we can do that is by bringing a direct flight into Brisbane,” Crisafulli said.

As for ecotourism, which promotes visitation to and conservation of unspoilt natural areas, Powell believes once the industry sees the details of the plans, they will be motivated to work with the government.

“To be blunt, as I’ve said from day one, Tasmania, New Zealand, we’re coming for you, we’re going to take the No.1 crown when it comes to ecotourism, and we’re going to own it.

“As we look toward Brisbane 2032, this plan ensures we seize the moment to showcase our vibrant cities, pristine beaches and islands, lush rainforests, rich Indigenous cultures, proud heritage, and our cherished way of life.”

Investment in the Great Barrier Reef islands is one of the priorities outlined in the Queensland government’s 20-year tourism plan. Credit: Tourism and Events Queensland

The LNP’s plan to boost the state’s tourism industry followed its announcement on Sunday of the expansion of protected areas, with 9000 hectares added to Queensland’s national parks and nature refuges.

Queensland Conservation Council director Dave Copeman said the real test would be how the commitment was reflected in the coming Queensland budget.

“The recent expansion including these announcements has been made possible by the $262.5 million commitment to protected areas expansion by [former minister] Meaghan Scanlon in 2022,” Copeman said.

“These funds are almost all expended or committed, so the real test for the Crisafulli government is whether they will add to this funding in the next budget.”

In its submission for Destination 2045, QCC said the state’s tourism future must centre on “protecting and restoring Queensland’s unique biodiversity”, and focus on First Nations-led ecotourism.

“QCC firmly believes that traditional owners should be at the heart of ecotourism on their country, and more needs to be done to promote tourism ventures where they have a majority equity stake,” Copeman said.

The LNP said the plan aimed to double the value of visitor expenditure to Queensland’s economy to $84 billion in two decades.

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