Tourism and Events Queensland (TEQ) is embarking on a new strategic direction that will be focused on marketing Queensland and its experiences, not individual destinations.
The new direction will be officially launched at the Queensland Tourism Awards on November 11.
The South Burnett Tourism Advisory Group was told about the change in TEQ’s focus at its most recent meeting, which was held at Nukku Nook in Blackbutt.
Matt Bron, the Regional Director for Outback and Southern Queensland Country at TEQ, said there would be no change to the existing Queensland Destination Events Program.
TEQ would also continue to market events under the ‘It’s Live’ brand.
He said Southern Queensland Country CEO Mary-Clare Power was across TEQ’s new direction and would continue to be the voice for Southern Queensland Country to ensure the destination had a presence.
South Burnett Mayor Keith Campbell said a large amount of energy was being invested in the industry by the region’s tourism operators.
The Council also invested a lot of money into tourism – including its partnership with Southern Queensland Country – because of tourism’s potential to generate economic development.
$47 out of every $1000 of rates income was reinvested into economic development and tourism, the Mayor said.
However, partnering and packaging was very important for the region to develop.
