Queensland's Tourism Industry
In Australia, tourism is promoted at different levels by national, state and local tourism organisations. In this section we look at the structure of the various organisations involved with the Queensland and Capricorn region tourism industry.
Tourism Australia (TA)
Tourism Australia is the National Tourism Organisation (NTO) of the Australian Government, which promotes Australia as a tourism destination internationally and domestically and delivers research and forecasts for the sector. Tourism Australia works closely with the state tourism organisations, on domestic and international campaigns.
Established on 1 July 2004, Tourism Australia (TA) brings together the collective skills and knowledge of four separate organisations: the Australian Tourist Commission (ATC); See Australia; the Bureau of Tourism Research (BTR) and Tourism Forecasting Council (TFC).
The main objectives of Tourism Australia under the Tourism Australia Act 2004 are to:
- Influence people to travel to Australia, including for events;
- Influence people travelling to Australia to also travel throughout Australia;
- Influence Australians to travel throughout Australia, including for events;
- Help foster a sustainable tourism industry in Australia; and
- Help increase the economic benefits to Australia from tourism.
For more information, visit the website at tourism.australia.com.
Tourism Queensland (TQ)
Tourism Queensland (TQ) is, as the name suggests, Queensland’s State Tourism Organisation and is a statutory authority of the Queensland Government. TQ delivers tourism development and marketing initiatives through regional and whole-of-state activities. TQ takes a Destination Management approach, which involves partnerships with industry, government and community stakeholders.
Tourism Queensland maintains a network of 13 international offices to target established and emerging international markets.
It works closely with the state’s 14 Regional Tourism Organisations (RTOs), which collectively represent approximately 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.
For more information visit tq.com.au.
Queensland Tourism Industry Council (QTIC)
Queensland Tourism Industry Council (QTIC) is Queensland’s peak tourism industry association. It is a membership based, not for profit association of tourism and related businesses, sectoral associations and Regional Tourism Organisations, and fulfils an overarching, strong, industry leadership role.
Each part of the industry framework is underpinned by visitors and residents whose support for tourism is essential for the industry to function.
For more information visitqtic.com.au.
Local Government (LGA)
With the widespread recognition that tourism is a major growth industry, there is increasing pressure on local government authorities to initiate, facilitate and support the development and promotion of tourism in their local area. At the same time, to be successful in achieving balanced development of tourism in any region, there must be substantial government involvement.
Involvement may include assistance with strategic and regulatory planning, provision of visitor information centre resources and public infrastructure, direct financial support to large and small tourism organisations/projects (eg airports, community centres, convention centres etc), the provision of services and facilities such as roads, water supply, sewerage and public toilets, and much more.
Rockhampton Regional Council and Central Highlands Regional Council are the two local government authorities responsible for the Capricorn Region, to find out more on their involvement in local tourism visit www.rockhamptonregion.qld.gov.au and www.centralhighlands.qld.gov.au.
Regional Tourism Organisations (RTO)
Regional Tourism Organisations or RTOs (such as Capricorn Tourism) are partially funded by the Queensland Government to provide a link between local areas and State and Federal tourism authorities.
Capricorn Tourism is recognised as the peak tourism organisation for the Capricorn Region within Central Queensland, and works with partners, sponsors and members to:
- promote the Capricorn region as a desirable holiday destination within regional, state, national and international markets,
- ensure the community within the region has a high level of understanding of the benefits of tourism and,
- assist the facilitation of a strong, healthy and diverse local economy with emphasis on the development of new or expanded tourism enterprises for the region.
Capricorn Tourism is responsible for providing:
- Destination management activities
- Member services (including industry advocacy and support, advertising, tourism product development, networking opportunities)
- Destination marketing activities and collateral
- Destination public relations and promotions (including the Visiting Journalist Program)
- Conference and event coordination and assistance
- Travel Agency services (through Capricorn Holidays – includes Visitor Information Centres, holiday bookings and packaging)
- Trade show representation and marketing activities
For more information on the services provided by Capricorn Tourism, please contact a staff member on +61 7 4927 2055, or visit the website at www.capricorntourism.com.au .
Department of Employment, Economic Development and Innovation (DEEDI)
The Department of Employment, Economic Development and Innovation works to sustain employment growth through the key economic drivers of mining and energy, primary industries and fisheries, tourism, employment and regional development and trade.
Visit the website at deedi.qld.gov.au for more information.
