Profile
Our Vision
To be the global leader in Destination Management and champion of world's best practice in sustainable tourism.
Our Mission
To enhance the development and marketing of Queensland tourism destinations in partnership with Industry, Government and the Community.
Our Values
Queensland's Brand Values:
Queenslands brand values are Premium holiday experience, Quality product/service, Welcoming, Genuine and True along with a brand personality of Vibrant, Warm and Friendly, Fun and Energetic, Colourful. These values and personality traits are reflected in the environment of Tourism Queensland.
TQ’s Organisation Values:
Our values of integrity, trust, respect, goal orientation and motivation guide our day-to-day decision-making and assist in ensuring the brand values remain a key element of TQ's culture. TQ's Leadership Charter is integral to the behaviours that are evident in the workplace: Lead by example, Embrace Change, Be Approachable, Inspire a Shared Direction, Empower Others to act, Respect the values and beliefs of others.
Our Leadership Charter
At Tourism Queensland, leadership is encouraged at every level of our organisation.
The leadership charter is an expression of leadership qualities that are valued and encouraged at Tourism Queensland. It provides an ethos to describe the work values that we support and encourage.
Lead by example
Embrace change
be Approachable
inspire a shared Direction
Empower others to act
Respect the values and beliefs of others
Our Role
Tourism is one of Queensland's key sectors, directly employing more than 103,000 people or 7.3 per cent of all persons employed. The sector contributes $8.4 billion to the Queensland economy and accounts for 5.8 per cent of Queensland's Gross State Product.
Tourism is the state's second largest export earner, generating around $3.2 billion annually. As one of the key drivers of Queensland's economy, the relative importance of the industry will continue to grow into the foreseeable future.
The benefits of tourism are enjoyed across the state. The industry is made up of thousands of small businesses and is an important contributor in regional areas. A range of government agencies support the industry's needs.
Established in 1979, Tourism Queensland is a statutory authority under the jurisdiction of the Minister for Tourism.
We are the most progressive destination management organisations in Australia. Our staff are experts in their fields.
We work closely with the state's 14 membership-based regional tourist organisations (RTOs) which together represent around 5,700 Queensland operators. The RTO network is widely regarded as one of the most influential in Australia and has played a major role in Queensland's tourism success.
All of our strategies and activities are developed in close consultation with the RTOs and aim to meet the changing needs of the industry we serve. Participating in Tourism Queensland programs and activities gives our industry access to Tourism Queensland's resources, experience and expertise to maximise their results.
We maintain a network of 13 international offices to target established and emerging international markets.
Our History
Queensland’s tourism industry has come a long way since 1929, when the then Queensland Government Tourist Bureau was transferred to the Railway Department and the first attempt was made to correlate publicity with a travel booking organisation. It has developed and matured and is now under the guideance and leadership of Tourism Queensland, Australia's premier destination management organisation.
Tourism Queensland began as the Queensland Tourist and Travel Corporation (QTTC). The QTTC was established by Act of Parliament in August 1979, taking over from the Department of Tourism.
As a statutory authority, under the jurisdiction of the then Minister for Maritime Services and Tourism, the corporation operated as a marketing and development organisation, with the sales arm trading under the name, Queensland Government Tourist Bureau.
The functions of the Corporation as defined in the act were to:
- promote and market tourism and travel;
- make tourism and travel arrangements;
- provide tourism and travel information services;
- encourage the development of the tourist and travel industry;
- advise the Minister on matters relating to tourism and travel.
The primary responsibility of the corporation was described in the Act as one of promoting, marketing and arranging travel and tourism to and within Queensland.
As the tourism industry grew and developed, so did the QTTC and in 1982, wholesale division Sunlover Holidays was created to give Queensland tourism operators better access to the domestic market.
In the 1990s, the QTTC pioneered the destination marketing approach in Australia, highlighting the many unique visitor experiences on offer in Queensland and working alongside a network of Regional Tourist Organisations to support destination marketing and development.
In February 1999, the Where Else But Queensland marketing campaign was launched, positioning the state as the undisputed premier holiday destination in Australia. In keeping with the new Where Else branding, the QTTC became Tourism Queensland, adopting the stylised 'Q' into all communications and making it synonymous with Queensland.
In June 2005, Tourism Queensland signed a license agreement with SL Holidays Pty Ltd, a wholly-owned subsidiary set up by the AOT Group, to operate its commercial enterprises, Sunlover Holidays and the Queensland Travel Centres.
In 2008, Tourism Queensland continues to lead the development of the tourism industry in Australia. Early in 2006, a new brand was launched which flowed through to new websites being developed. The Queensland Holidays site offers visitors a refreshed experience and presents Queensland as a vibrant, fun, warm, friendly, colourful and relaxing place to visit and provides booking options for users. The consumer site provides a comprehensive tool for retrieving up-to-date news, information, research, policies and plans and strategies relating to Queensland's 12 destinations, special interests and the international sector.
