Queensland has set out an ambitious roadmap to transform its tourism industry over the next two decades with the launch of Destination 2045, a plan that aims to make the state Australia’s leading destination for holidays, events, and ecotourism.
Central to the strategy is a commitment to deliver 45 new ecotourism experiences by 2045, including innovative projects like dark sky tourism and agritourism. Five major projects have already been identified: 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 to day use areas in Lake Eacham and Springbrook National Park.
Destination 2045 sets out six strategic priorities:
- Creating 45 new ecotourism experiences by 2045 to highlight Queensland’s natural wonders.
- Establishing Queensland as Australia’s events capital, with world-class festivals, concerts, and sporting events across the state.
- Improving air connectivity through a new aviation fund targeting direct flights from markets like India and boosting regional links.
- Supporting tourism businesses through targeted investment, particularly on the Great Barrier Reef islands.
- Showcasing Queensland as the ‘Home of the Holiday’ through global marketing campaigns.
- Streamlining regulation to help tourism operators grow and modernise.
The plan aims to more than double visitor spending to $84 billion within 20 years and boost direct tourism employment by 25 per cent. Currently, the tourism sector supports over 270,000 jobs and generates $115 million a day in visitor expenditure, with most tourism businesses being small enterprises.
Premier David Crisafulli described Destination 2045 as a “20-year plan to make Queensland the leading holiday destination in the nation,” capitalising on the global spotlight of the 2032 Olympic and Paralympic Games. “Queensland will become Australia’s events and ecotourism capital, delivering more ways for locals and visitors to experience and travel around our great state,” he said.
A new events fund will help bring major cultural and sporting events to Queensland, while the Connecting Queensland aviation fund will improve international and domestic air access.
Tourism Minister Andrew Powell said the plan represents a new era for the industry. “We’re backing our tourism businesses to innovate and grow, with funding for events, improved connectivity, and streamlined regulation to help them thrive,” he said. “As we look to Brisbane 2032, this plan ensures we seize the moment to showcase our cities, beaches, islands, rainforests, and Indigenous cultures.”
Destination 2045 was developed with input from more than 1,500 stakeholders, including tourism operators, local governments, Traditional Owners, and communities across the state.
