First stop, Destination Success!

19 Feb 2014 3:53 PMJann Stuckey

Wednesday, February 19, 2014

The long-term prosperity of Queensland’s tourism industry has been secured through a new plan, which delivers on the Newman Government’s election promise to grow the industry as one of the four pillars of the economy.

Tourism Minister Jann Stuckey said Destination Success was central to revitalising an industry that was neglected by Labor.

“We’ve come through a tough period for tourism in this state, but the Newman Government is working very closely with industry to get us back on course,” Ms Stuckey said.

“There has already been strong improvement since we were elected, but now we need to pave the way for unprecedented growth in Queensland’s tourism sector over the next 20 years

“This plan sets out our aspirations around what we want to be known for and what will set Queensland apart as a destination of choice on the national and international stage both now and in to the future.

“Destination Success provides shared purpose and a common goal between the industry and Government.”

Ms Stuckey said the vision for tourism has state-wide commitment with themes and a clear vision that was formalised with delegates at the 2013 DestinationQ forum.

“While we are planning for the future, we are also acting now and the Destination Success plan features 129 action items that will take the industry forward and confirm Queensland’s status as the number one choice for domestic and international visitors,” she said.

Action items in the Destination Success plan include:

• Create distinct regional ‘taste’ destinations by highlighting the diversity of our regional food and wine experiences • Introduce an operators ‘on tour’ program to increase knowledge and understanding of the experiences on offer in the regions and ‘over the border’ in adjacent destinations • Building tourism proponents’ investment-readiness through seminars which will improve their understanding of investors’ needs • Further tapping into the enormous potential of the China market through digital marketing opportunities with Tourism Australia

Queensland Tourism Industry Council Chair, Shane O’Reilly, said through the partnership and this 20 year plan, government and industry have set an ambitious, joint action agenda to improve operating conditions for tourism businesses.

“The 20 year plan gives us a way forward to accelerate our momentum, re-commit to our partnership and strive for change that will position the industry for the future,” Mr O’Reilly said.

“Through much goodwill and determination, significant reforms have been achieved and the groundwork has been set to drive tourism towards our growth targets.”

For more information on Destination Success and its action items visit (external site) ( )

[ENDS] 19 February 2014