What is the QCT Destination Management Plan?

The Queensland Country Destination Management Plan (DMP) is a strategic blueprint designed to guide the sustainable growth and management of the visitor economy in Queensland Country up to 2032 and beyond. This plan emphasises the collective efforts to ensure that visitors not only return but also leave a lasting positive impact on local communities, the visitor economy, and the natural environment. It outlines a vision where Queensland Country is renowned for authentic country experiences, fostering deep connections with nature and local communities, and transforming the lives of all who visit.

How do we use it?

The DMP serves as a comprehensive roadmap for all stakeholders involved in the tourism sector, including local government, tourism operators, and community organisations. It aligns local strategies with national and state-level tourism goals, ensuring a cohesive approach to destination management. The plan focuses on building the brand of Queensland Country, driving a year-round visitor economy, developing transformational experiences, cultivating collaboration and collective investment, and growing industry capacity. By following the strategic actions and goals outlined in the DMP, stakeholders can contribute to a vibrant, sustainable, and inclusive tourism sector.

Here's how we use the DMP:

1. Build the Brand of Queensland Country: Implement the Queensland Country brand playbook, focusing on unique selling points and brand personality. Leverage digital brand toolkits and engage in collective marketing efforts to enhance the destination's visibility and appeal to high-value visitors.
2. Drive a Year-Round Visitor Economy: Develop and promote transformational experiences that attract visitors during low and shoulder seasons. Advocate for enhanced infrastructure for experiences and activities, ensuring sustainable business growth and long-term employment.
3. Develop Transformational Experiences: Collaborate with local experts and industry partners to create immersive, authentic experiences that reflect Queensland Country’s unique characteristics. Encourage the development of fully accessible and sustainable tourism products.
4. Cultivate Collaboration and Collective Investment: Foster partnerships with local, state, and national tourism bodies, and advocate for policy changes that facilitate investment in tourism infrastructure and agritourism.
5. Grow Industry Capacity: Identify and address training and mentoring needs within the industry. Develop trade-ready programs and support operators in achieving sustainable practices through certifications and capacity-building initiatives.
6. Be Insight-Led: Utilise data and insights to drive decision-making and strategy development. Regularly monitor and evaluate tourism trends, visitor behaviours, and economic impacts to inform and adjust actions and priorities.
7. Advocate for Industry: Actively represent and promote the interests of the tourism industry at local, state, and national levels. Engage in policy discussions, secure funding opportunities, and support initiatives that benefit the tourism sector and enhance the overall visitor experience.

How can Queensland Country Industry members use it?

Industry members can leverage the DMP to enhance their operations, align with sustainable practices, and tap into new market opportunities. The plan provides actionable strategies and guidelines for developing unique visitor experiences that reflect the region's strengths, such as agriculture, viticulture, and nature-based tourism. Members are encouraged to participate in capacity-building programs, adopt the brand playbook, and collaborate with other stakeholders to create seamless and memorable visitor journeys. The DMP also highlights the importance of year-round event planning and the development of low and shoulder season experiences, helping businesses to maintain steady growth and employment throughout the year.