Queensland wants to be nation’s event capital but at what cost?

After a hurtful snub, Queensland’s government has unveiled a two-decade plan to become the nation’s events capital — just don’t ask about the money.

Queensland Tourism Industry Council’s Natassia Wheeler, Tourism Minister Andrew Powell, Premier David Crisafulli, Amy Gash from Lady Elliot Island and Tourism and Events Queensland CEO Craig Davidson at Suncorp Stadium. Picture: Josh Woning

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The Queensland government has unveiled a two-decade tourism plan to become the nation’s events capital, but has refused to disclose how much it will cost.

Premier David Crisafulli launched the Destination 2045 plan on Monday, outlining a ­vision for Queensland that would extend past the 2032 Brisbane Olympic and Paralympic Games.

The plan promises to deliver 45 new eco-tourism opportunities by 2045, rejuvenate the Great Barrier Reef islands, and reduce red tape for small tourism operators to get to work and boost ­marketing.

Tourism Minister Andrew Powell said he hoped to attract big names like Taylor Swift to the state, after the pop star snubbed Brisbane on her sellout tour last year. This will be through a dedicated events fund designed to make the state the “events capital of Australia”.

“We want the best of sports, culture and music to come and make Queensland their home, and we will unashamedly chase anything we possibly can,” Mr Powell said.

The Liberal National government expects the financial contribution of the tourism industry to double from its current level of $16bn this year to $32bn by 2045, and tourism spending is also expected to climb form $42bn to $84bn. Job numbers are expected to climb from 156,000 – representing one in 11 Queensland jobs – to 190,000.

A video for the announcement flagged a “record tourism spend”, but Mr Crisafulli would not reveal how much the government would commit ahead of his government's first budget on June 24.

“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,” Mr Crisafulli said.

“There has to be a significant investment. I want there to be a consistent runway for people to be able to invest in the state.

“That’s why this first budget is important … but I also want there to be a genuine vision that runs beyond the life of a parliamentary term.”

The Asia-Pacific has been the focus of the state’s lead marketing body, Tourism and Events Queensland, in recent months, with $10.355m spent on advertising to the region between July and April. Over the same period, $2.78m was spent to attract visitors from the US, a fraction more than the $2.63m dedicated to the European and United Kingdom. The budget for international marketing for next financial year has already been set.

The state wants to become the ‘event’s capital of the nation’ and attract big names like Taylor Swift. Picture: AP

Madonna’s 1983 hit Holiday has been licensed for use on television advertisements locally and abroad.

North and far north Queensland will be the first to benefit from the delivery of the new eco-tourism operations, with 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 to be among the first completed.

The government is looking to secure an airline to operate direct flights between India and Brisbane after it was identified as a burgeoning market.