Destination Management

Destination Management takes an integrated approach to the way Tourism Queensland works with its partners, and is shaped around a framework for guiding the planning, development, marketing and coordination 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 a series of Destination Management Plans (DMPs) that underpin the strategy. Each plan is a status report on destination markets, trends, products, networks and potential future directions.  The first generations of these DMPs are currently under review and the refreshed DMPs will be available in 2011. Each destination has developed a Tourism Opportunity Plan (TOP – previously known as a Regional Tourism Infrastructure and Investment Plan) which support destination management through identification of new tourism products and opportunities. Implementation of these new products and opportunities will help drive the ongoing sustainable tourism growth of a destination and serve as a catalyst for attracting increased public and private investment in tourism.

Far from taking a prescriptive view to the often complex needs of each region, the DMPs 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.