DestinationQ has brought together more than 800 industry and government leaders as the sector prepares to step into the global spotlight ahead of the Brisbane 2032 Olympic and Paralympic Games.
Hosted during Tourism Week, the full-day forum focuses on strengthening Queensland’s global competitiveness and reinforcing the industry’s position as one of the state’s most powerful economic drivers – contributing more than $34.7 billion to the economy each year and supporting over 260,000 jobs directly and indirectly.
This year’s event brings together small businesses, destination leaders and policy-makers under the theme “Driving Queensland’s Global Advantage.” The forum serves as a platform for collaboration, knowledge-sharing and strategic alignment as the industry works to strengthen Queensland’s position on the global tourism stage.
Program highlights include an update from the Tourism Cabinet Committee – the government body established one year ago to drive Queensland’s 20-year tourism plan, Destination 2045 – along with a panel discussion on regional cultural festivals and events, and open debate on the challenges and solutions to escalating insurance costs.
For the first time, the annual DestinationQ conference will feature a “DG Ask Me Anything” session, a candid, live Q&A with senior decision-makers.
The program also includes panels and Q&As exploring strategies to build a skilled and sustainable tourism workforce, enhance aviation through regional connectivity and international capacity, and advance new approaches to tourism infrastructure and experience development.
“Queensland has a once-in-a-generation opportunity to showcase our tourism offering to the world and the State’s tourism sector must be prepared,” QTIC CEO Natassia Wheeler said. “We need to act now by planning, investing and building capability. The conversations at DestinationQ are about ensuring our operators, regions and experiences are globally competitive, digitally equipped and workforce ready.
“Today brings together those on the frontline of tourism – the operators welcoming visitors from across Australia and the world – with the policymakers and decision-makers shaping our industry’s future. This is a valuable day of connection, collaboration and insight for everyone involved.”
DestinationQ follows record breaking results for the industry with total visitor expenditure of $40.3 billion, contributing $37.6 billion to the Gross State Product and supporting 277,000 jobs in the most recent data (year ending June 2025). This daily spend of about $110 million, supported by both domestic and international visitors, highlights the industry’s significant economic impact, which represents one in every 11 jobs across the state.
“Destination Q is a wonderful opportunity for operators, organisations and businesses to talk to directly to Government about the issues and opportunities in this industry,” Minister for the Environment and Tourism, Minster for Science and Innovation Andrew Powell said.
“I am confident that together we can grow Queensland’s visitor economy to $84 billion by 2045, as part of our visionary 20 year tourism plan, Destination 2045.
“I want to reassure the industry that we are committed to helping you grow to strengthen the Queensland economy, with more jobs for communities throughout the state.”
“Queensland is the home of the holiday, built on unforgettable feelings and experiences, from our iconic landscapes, our rich cultural heritage and the events that bring them to life,” Tourism and Events Queensland CEO Craig Davidson said.
“Our state is entering a golden era for tourism, with the Brisbane 2032 Olympic and Paralympic Games on the horizon and a calendar of world-class events giving us an unprecedented global platform. DestinationQ is about how we take a Team Queensland approach in harnessing that platform and preparing for the opportunities ahead.
“Together, we’re shaping a tourism offering that is globally competitive, digitally connected and ready to shine on the world stage.”
DestinationQ 2025 forms the centrepiece of Tourism Week 2025, following the success of Destination IQ and leading into tomorrow night’s Queensland Tourism Awards, which celebrate 40 years of recognising industry excellence.
DestinationQ is proudly supported by the Queensland Government and Tourism and Events Queensland.
