Strong Queensland Turnout for Tourism Australia Industry Briefing

Tourism Australia’s Industry Briefing

Queensland Industry Leaders Gather on the Gold Coast for National Tourism Insights

Tourism professionals from across Queensland gathered in force on Tuesday 21 October for Tourism Australia’s Industry Briefing, held at The Langham on the Gold Coast. The event brought together key figures from Australia’s tourism sector to discuss current trends, market performance, and future opportunities driving the country’s visitor economy.

Tourism Australia Outlines 2030 Vision and Market Strategy

Tourism Australia’s Acting Managing Director, Robin Mack, opened the session with a detailed update on the organisation’s core markets, current focus areas, and projected international visitation through to 2030. He highlighted how different markets and regions are expanding at varied paces, underscoring the importance of strategic adaptability in tourism planning.

Robin also shared insights into the growth of aviation access opportunities, new consumer conversation partnerships, and the latest developments within Tourism Australia’s business events strategy—all designed to strengthen Australia’s global competitiveness and attract high-value travellers.

Come and Say G’day Campaign Reaches Global Milestone

Tourism Australia’s Chief Marketing Officer, Susan Coghill, delivered an in-depth overview of the internationally acclaimed Come and Say G’day campaign. She revealed that the campaign has already achieved more than 932 million video views worldwide, demonstrating its remarkable reach and engagement with global audiences. Susan discussed how the campaign continues to build brand Australia, driving awareness and visitation intent in key international markets.

Regional Leaders Share Global Market Insights

The briefing also featured a lively panel discussion with Tourism Australia’s Regional General Managers—Jennifer Doig (South and Southeast Asia), Chris Allison (Americas and New Zealand), and Nick Henderson (Greater China). Joined by Robin Mack, the panel delved deeper into their respective regions’ performance, key initiatives, and strategic outlooks. They shared valuable insights on market-specific campaigns, aviation recovery, and evolving traveller preferences shaping the next phase of tourism growth.

Tourism and Events Queensland Reinforces Collaboration and Vision

Rounding out the afternoon, Tourism and Events Queensland (TEQ) CEO Craig Davidson addressed attendees with an update on TEQ’s priorities and Destination 2045 deliverables. He emphasised the strong partnership between TEQ and Tourism Australia, acknowledging their united efforts to position Queensland as a must-visit destination through collaborative campaigns and strategic alignment.

A United Focus on Queensland’s Tourism Future

The Gold Coast briefing reinforced the strength of Queensland’s tourism industry and its alignment with national goals. As Australia continues to welcome more international visitors, the insights and strategies shared at the Tourism Australia Industry Briefing will help shape sustainable growth and future success for Queensland’s world-class destinations.

For more information on Tourism Australia’s initiatives, visit: www.tourism.australia.com
For updates on Tourism and Events Queensland, visit: www.teq.queensland.com

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