Destination Management Plan

We are currently in the process of updating our DMP for 2024 - 2026. Click here to keep up to date on our progress.

What is the SQCT Destination Management Plan?

The Southern Queensland Country (SQC) Destination Management Plan (DMP) 2020 – 2023 has been developed to provide strategic direction for the Southern Queensland Country Tourism (SQCT) region and its stakeholders to plan for sustainable management, development, and marketing of tourism. SQCT’s geographical footprint includes the regions of Toowoomba, Lockyer Valley, Southern Downs and Granite Belt, Goondiwindi, Somerset, Western Downs and Central Highlands.

The overarching objective of the SQC Destination Management Plan 2020 – 2023 is to help sustainably grow the visitor economy. This includes:

• Attracting a targeted mix of intrastate, interstate and international visitors

• Encouraging greater dispersal and spend across the region

• Increasing visitation in low and shoulder seasons

• Working collaboratively with the industry to develop quality experiences and tourism product

• Ensuring tourism is managed sustainably – with growth and development consistent with community values

How do we use it?

SQCT's DMP provides a comprehensive overview considering the region’s assets and advantages, product offerings and visitor profiles. Using a holistic destination management approach which includes planning, implementation, regular reviews and assessment, we can ensure that every effort is made to achieve our goals to help support a healthy and prosperous tourism industry. SQCT is industry focused and insight led:

1. Market the Southern Queensland Country region and grow leads to industry operators in Southern Queensland Country (SQC)
2. Build capacity through mentoring programs and support the development of new trade ready packages that can be sold through the wholesale market and featured on the SQC website
3. Be insight led - supply insights on visitation, accommodation and lead indicators to assist with future demand, marketing, event planning and more
4. Grow the Best of Queensland Experience (BOQE) operators and assist those to achieve (BOQE) status
5. Advocate on behalf of industry - SQCT will provide a strong collective voice for tourism for the region when speaking to key stakeholders including state and local government bodies