Queensland is aiming to put First Nations tourism firmly on the global stage ahead of the Brisbane 2032 Olympic and Paralympic Games, with a new strategy designed to grow Aboriginal and Torres Strait Islander tourism across the state.
The Queensland First Nations Tourism Strategy 2026–2032 sets out a seven-year roadmap to position Queensland as a leading destination for authentic First Nations tourism while delivering long-term benefits for communities.
Developed by the Queensland Tourism Industry Council (QTIC), with support from the Queensland and Australian governments, the strategy was shaped through consultation with First Nations communities, tourism operators and industry stakeholders.
QTIC chief executive officer Natassia Wheeler said Brisbane 2032 presented a “once-in-a-generation opportunity” to showcase Queensland’s Aboriginal and Torres Strait Islander cultures to a global audience.
“The Games will place Queensland on the world stage, and First Nations tourism will be central to telling the stories that make this state unlike anywhere else,” Wheeler said.
“Our ambition is that by 2032, Queensland is internationally recognised for authentic, First Nations-led tourism that protects culture and Country while delivering lasting benefits for communities and future generations.”
Four priorities to 2032
The strategy identifies four priority areas: strengthening First Nations leadership and cultural authority, supporting sustainable business growth, developing workforce and leadership opportunities, and increasing visitor demand through authentic storytelling.
It builds on the Queensland First Nations Tourism Plan 2020–2025, which led to initiatives including the Year of Indigenous Tourism, the establishment of the Queensland First Nations Tourism Council, mentoring programs and business capability initiatives.
Wheeler said the strategy reflected growing demand for more meaningful cultural tourism experiences.
“Queensland is home to the world’s oldest living cultures, and there is growing demand from visitors seeking authentic cultural experiences that connect them to Country, community and story,” she said.
“This isn’t simply about growing visitor numbers. It’s about creating long-term economic, cultural and social benefits for First Nations communities while protecting culture, strengthening businesses and ensuring cultural authority remains at the heart of tourism development.”
Building towards the Games
The strategy will be delivered in phases through to 2032, with a focus on improving industry capability and market readiness, increasing First Nations participation in tourism governance and growing the sector’s profile with travellers.
Consultation took place across Queensland, including in Mount Isa, Longreach, Thursday Island, Port Douglas, Bamaga, Townsville, Brisbane and the Gold Coast.
The strategy aligns with Destination 2045 and will help guide future investment, policy and industry collaboration.
A final publication is expected in the coming months, outlining implementation timeframes, recommended actions and the organisations responsible for progressing each initiative.
