Destination Success sets a strategy for the future of Queensland tourism

The Queensland Government's plan to secure long-term prosperity for the State's tourism industry has been detailed in its new 'Destination Success' strategy.

Aiming to underpin tourism as one of the four pillars of the Queensland economy, Destination Success includes a 20-year plan which focuses on strategic areas that will ensure the Queensland tourism industry can be flexible and resilient, providing job and business opportunities across the state.

It also acknowledges key trends affecting global tourism that may present Queensland with future opportunities and supports the Queensland Government's Tourism 2020 target of doubling overnight visitor expenditure to $30 billion by the end of the decade.

Launching Destination Success, Queensland Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey explained "we need to pave the way for unprecedented growth in Queensland's tourism sector over the next 20 years.

"This plan sets out our aspirations around what we want to be known for and what will set Queensland apart as a destination of choice on the national and international stage both now and in to the future.

"Destination Success provides shared purpose and a common goal between the industry and Government."

Minister Stuckey said the vision for tourism has state-wide commitment with themes and a clear vision that was formalised with delegates at the 2013 DestinationQ forum, adding

"while we are planning for the future, we are also acting now and the Destination Success plan features 129 action items that will take the industry forward and confirm Queensland's status as the number one choice for domestic and international visitors."

Action items in the Destination Success plan include:

Create distinct regional 'taste' destinations by highlighting the diversity of our regional food and wine experiences.

Introduce an operators 'on tour' program to increase knowledge and understanding of the experiences on offer in the regions and 'over the border' in adjacent destinations.

Building tourism proponents' investment-readiness through seminars which will improve their understanding of investors' needs.

Further tapping into the enormous potential of the China market through digital marketing opportunities with Tourism Australia.

Queensland Tourism Industry Council Chair, Shane O'Reilly, said through the partnership and this 20 year plan, government and industry have set an ambitious, joint action agenda to improve operating conditions for tourism businesses.

O'Reilly stated "the 20 year plan gives us a way forward to accelerate our momentum, re-commit to our partnership and strive for change that will position the industry for the future.

"Through much goodwill and determination, significant reforms have been achieved and the groundwork has been set to drive tourism towards our growth targets."

Pro-development lobby group the Tourism & Transport Forum (TTF) also welcomed Destination Success, with Chief Executive Ken Morrison stating "Destination Success sends a powerful message that the (Queensland) Government is serious about tourism.

"Having put the hard work into devising the strategy, we are now urging the (Queensland) Government to give the strategy the best chance of success by ensuring that its implementation is accompanied by sufficient funding and supported by a whole-of-government approach to tourism."

For more information on Destination Success and its action items visit

http://www.destq.com.au