What is Market Activation?
"Market activation" is the development of new strategic business opportunities for leisure tourism in Queensland, which will drive the state's positioning as the dominant Australian tourism destination.
Market Activation opportunities are based on global consumer trends, strategic issues and market insights. Successful Market Activation requires creativity, innovation, appropriate resourcing and stakeholder support.
Market Activation External Factsheet
What does the Market Activation team do?
The team brings strategic leisure tourism opportunities to life. This involves the management of priority consumer-focused marketing and development projects of state-wide significance. All projects will be identified based on their ability to provide a competitive advantage and return on investment for tourism in Queensland.
What we do:
1. Pre-feasibility assessment and prioritisation: In partnership with the Tourism Queensland Project Advisory Group, the Market Activation team identifies and evaluates business opportunities in line with consumer demand and trends. Applying a set of criteria, Market Activation prioritises its strategic projects according to the best return on investment for Tourism Queensland.
2. Project Management: The Market Activation team coordinates and manages strategic priority projects across Tourism Queensland, engaging cross-organisational teams to ensure joint ownership and delivery. We employ project management principles and ensure every project has a start, middle and end.
