The Queensland Government has today released Destination 2045 — a long-term strategic vision for growing the state’s visitor economy over the next two decades. This blueprint sets a clear direction for how Queensland will become Australia’s destination of choice and cement our State as the Home of Holidays.
Destination 2045 is an industry centric plan that identifies a bold vision to double total visitor expenditure to $84B over the next two decades, to develop 45 new ecotourism experiences by 2045, grow the region’s events calendar and improve aviation, cruise and drive connectivity across the State. Whilst the details around the implementation and specific initiatives are still to come, the plan is underpinned by the Government’s commitment to a record tourism funding budget, including additional funding to the Regional Tourism Bodies across the State.
A Message from Queensland Premier David Crisafulli
“Destination 2045 is our 20-year plan to make Queensland the leading holiday destination in the nation.”
“We are the home of the holiday and Destination 2045 will build on our existing strengths to deliver the best events, ecotourism and experiences."
“Queensland will become Australia’s events and ecotourism capital, delivering more ways for locals and visitors to experience and travel around our great State.”
Destination 2045 is set to deliver the following tourism projects for North Queensland:
- Thorsborne Trail: enhancements to the Thorsborne Trail, including new facilities, improved signage and trail upgrades and new guided tours on the trail in partnership with Traditional Owners of Hinchinbrook Island National Park (Munamudanamy). World Expeditions, global leaders in small-group, multi-day, sustainable walking experiences, will work with the Bandjin and Girramay People to operate fully supported 3-night / 4-day guide walking tours rich with Aboriginal culture on the trail.
- Improved connectivity: new Connecting Queensland fund supporting better intrastate connections. More cruise ships than ever before set to visit.
- Queensland is home of events: half of events calendar growth will be in the regions including Townsville where games will be hosted during the Rugby World Cup 2027.
- Great Barrier Reef islands rejuvenation: investing in sustainable infrastructure projects on Great Barrier Reef islands.
- Growing agritourism: more agritourism experiences like farm stays and paddock-to-plate offerings, helping farmers improve profitability.
- Boosting drive tourism: making Queensland famous for multi-stop road trips and journeys, getting more people travelling to North Queensland.
- Wet Tropics World Heritage Guides: an exemplar model for tour guide training will launch in the Wet Tropics World Heritage Area soon. The Queensland Government through the Queensland Parks and Wildlife Service, the Wet Tropics Management Authority and Tourism and Events Queensland are working together to deliver the online training program which will lead tour guides and other members of the tourism industry through a series of modules designed to enhance the presentation of the area’s natural and cultural values through transformational experience delivery.
- Palm Island Tourism Masterplan: fostering sustainable First Nations tourism and ecotourism with $500,000 towards a major boost to Palm Island’s tourism infrastructure.
Destination 2045 aims to more than double the value of visitor expenditure to Queensland’s economy to $84 billion in two decades, while employing 25 per cent more Queenslanders directly.
The plan overturns a decade of failure by Labor on tourism and commits to reverse funding cuts planned under the former Government that would have reduced programs and services.
The plan builds on tourism’s critical role in Queensland’s economy, which currently supports more than 270,000 jobs and generates $115m a day in visitor expenditure. About nine out of 10 tourism operations are small businesses.
Minister for the Environment and Tourism Andrew Powell said Destination 2045 sets a new benchmark for Queensland’s tourism industry.
“This plan ensures that we seize the moments in the lead up and generations to follow the 2032 Games – from seamless connectivity to our regions to sustainability promoting our natural assets,” Minister Powell said.
“Destination 2045 is the roadmap to ensure Queensland is the home of the holiday and that North Queensland realises its ecotourism potential.
“I am particularly excited to announce that World Expeditions has been appointed the preferred partner to operate fully supported 3-night / 4-day guide walking tours on the renowned Thorsborne Trail, one of Australia’s most revered wilderness trails.
“We are equipping our tourism operators in North Queensland to thrive, with tools such as the newly launched online course on the Wet Tropics World Heritage Guidelines, designed for those passionate about delivering unforgettable world-class visitor experiences.”
Townsville Enterprise CEO Claudia Brumme-Smith:
"As North Queensland’s peak tourism body, we are committed to ensuring our region plays a leading role in delivering the outcomes outlined in Destination 2045."
"Our industry and team were pleased to contribute to the development of Destination 2045 through formal consultation and industry engagement. The final plan reflects strong alignment with our region’s priorities."
"In our submission to the plan, Townsville Enterprise advocated for increased investment in experience development, streamlined processes for industry, improved aviation connectivity, and more sustainable funding models for regional tourism organisations. While the details around the implementation of this plan and the announcement of the associated funding is still to come, the Government’s commitment to this sector is clear, and provides a strong vote of confidence to an industry that is critical to the economy and fabric of this State.
"We are pleased to see one of our key recommendations already adopted, with the Queensland Government this week announcing the new Connecting Queensland Fund, which will support both international and domestic aviation routes. Improved air access remains critical to our region’s tourism potential and liveability, and we look forward to working with Government to ensure Townsville benefits from this welcome initiative."
"Destination 2045 outlines several key state-wide priorities including a renewed focus on events, brand positioning, experience delivery, investment attraction, and eco-tourism. These are areas where Townsville North Queensland is uniquely positioned to lead."
DOWNLOAD THE PLAN: Destination 2045
Where to next?
Importantly, with the release of Destination 2045, we will now progress our own Townsville North Queensland Destination Management Plan, which will act as a regional action plan in response to the State strategy.
Townsville Enterprise will continue to focus on leveraging the opportunities identified in Destination 2045 to grow visitor demand, drive investment, and support the more than 9,000 local jobs connected to our visitor economy.
Townsville North Queensland is proudly one of the fastest growing tourism economies in the nation and we know that with increased investment we can be a significant contributor to the State Government’s ambitious tourism objectives to double total visitor expenditure by 2045.
We thank the Queensland Government for its partnership and vision and look forward to working together to ensure Townsville North Queensland continues to thrive — to 2045 and beyond.
Townsville North Queensland Tourism Sector Grows from Strength to Strength
There has been a number of positive announcements for our Townsville North Queensland tourism sector. Demand for our region is growing, and this is starting to be realised through increased aviation capacity and event announcements.
Catch up on the latest news for tourism:
