Asia Strategy

Queensland Asia Tourism Strategy 2016-2025      

Queensland Asia Tourism Strategy 2016-2025

Tourism and Events Queensland’s Queensland Asia Tourism Strategy will put the State’s tourism industry at the forefront of understanding and meeting the needs of the new Asian traveller. It is the platform for Queensland tourism operators, regional tourism organisations, local governments and industry partners to make use of and get involved in.

The Queensland Asia Tourism Strategy 2016-2025 has an aspirational goal of making Queensland the leading Australian destination in market share, reputation and experience delivery for Asian travellers. This goal has the potential to deliver an increase in overnight visitor expenditure from Asian markets to $6.8 billion and support up to 30,000 additional jobs by 2025. 

The strategy outlines:
  • Key markets needed to accelerate activity to maximise overnight visitor expenditure, win market share, increase aviation access, grow average spend and facilitate regional dispersal. Priority target countries identified are: China, Japan, South Korea, as well as India, Indonesia, Singapore, Hong Kong SAR China, Taiwan, and Malaysia. 
  • Key segments of focus for Queensland, which include: Millennial, FIT, women as decision makers, international students, Asian multicultural communities in Australia, business events, and high net worth individuals. 

Read and download the full Queensland Asia Tourism Strategy.