Destination Management

Destination Management takes an integrated approach to the way Tourism Queensland works with its partners, and is shaped around a framework for planning, developing, marketing and coordinating our key destinations.

TQ’s Destination Management strategy is based on an understanding that the future success of tourism in Queensland is dependant on the shared knowledge, skills and expertise resultant from industry partnerships.

The structure is designed to enrich TQ’s interactions with, and leadership support to industry through clearly defined collaboration and coordination.

Developed in conjunction with industry, the framework is made up of 12 Destination Management Plans that underpin the strategy. Each plan is a status report on each destination’s markets, trends, products, networks and potential future directions.

Far from taking a prescriptive view to the often complex needs of each region, the plans are a catalyst for more detailed action planning as destinations look to realising their distinctive tourism potential.

Destination Management, along with a whole-of-state focus and emphasis on partnerships ensures each destination is appropriately supported to achieve its goals and the future of tourism in Queensland is a success.