How state government plans to sell Qld to world – and double tourism industry’s worth

Qld will launch an ambitious plan to double the tourism industry to $84bn in two decades.

Premier David Crisafulli is confident his government’s ambitious tourism plan would be able to double the industry’s worth to $84bn earlier than their 2045 target, but it would rely on government and industry following through on the plan.

And while the cost of the strategy and details of future projects are yet to be revealed, both Mr Crisafulli and Tourism Minister Andrew Powell hinted they would be willing to spend more to compete against other states and bring events to Queensland.

Mr Crisafulli said “Destination 2045” would take the state’s tourism offerings to the “next level”, covering five key areas: eco-tourism, events, experiences, industry and connections.

“We unashamedly want to be the events capital of the country,” Mr Crisafulli said. “We want to have connections from throughout the globe coming here.”

But speaking to a room of key industry stakeholders on Monday night, the Premier said the greatest risk would be “lethargy”.

Attracting major events will be part of the Destination 2045 push.

“It’s people not following through, it’s the same as any plan,” he said.

“It’s making sure that the attention to detail stays there long after the euphoria disappears.”

While acknowledging a $84bn target by 2045 was ambitious, Mr Crisafulli believed the government could “get there a little earlier”.

The plan includes the support of 45 eco-tourism experiences by 2045, tying in the expansion of national parks to attract tourists seeking “authentic” natural experiences.

Projects already under way include a promised Whitsunday Skyway in Airlie Beach, the Thorsborne Trail on Hinchinbrook Island, the Wangetti Trail north of Cairns and upgrades of day-use areas at Lake Eacham and Springbrook National Park.

Mr Powell said the government wanted to take the eco-tourism crown from destinations like New Zealand and Tasmania.

While he was coy about what events the state was chasing, he said they wanted to attract the best of sports, culture and music to Queensland.

The State Government has flagged a new tourism campaign called Destination 2045, set to double the industry's worth to Queensland in the next two decades.

“We want to restore Queensland’s image throughout the world,” Mr Powell said.

Alongside aspiring plans to attract key events, the government has also set the goal to build 40,000 new hotel rooms by 2045, which Mr Crisafulli said would be achievable with investment certainty.

Other focus points include funding to subsidise more international flights to the Sunshine State, a product development fund to support small and family-owned businesses, as well as reducing red tape by reviewing our laws, regulations and permitting processes.

Department of Environment, Tourism, Science and Innovation Director General Patricia O’Callaghan revealed this would include cutting out strenuous processes for leading a walk through national parks and developing a single entry through the department’s online portal.

Mr Powell promised legislation would be tabled in parliament by the end of the year.

Costings associated with the strategy are set to be revealed in this month’s budget.

Originally published as How state government plans to sell Qld to world – and double tourism industry’s worth