The Region

Southern Queensland Country is the state’s top country getaway offering the perfect mix of stunning natural places, four distinct seasons, fine locally-made wine and a variety of farm to table regional food experiences.From an indulgent stay in an upmarket B&B to camping under the stars in a National Park or exploring on a Big Sky Country Drive – the region offers a unique opportunity to taste a slice of country life.

A colourful history and heritage, warm country hospitality and an invitation to partake in a varied calendar of events is part of the Southern Queensland Country experience.  

Starting just 90 minutes’ drive from Brisbane, the region takes in Toowoomba and the Darling Downs, the Southern Downs and Granite Belt, the Bunya Mountains, Kingaroy and surrounds, and the Western Country – an area stretching from Stanthorpe in the south to Expedition National Park in the north, from Dalby in the east to St George in the west. Toowoomba’s Wellcamp Airport offers easy fly/drive access into the region via direct flights from Melbourne, Sydney, Cairns, Townsville and Western Queensland.

Hero Experiences

In conjunction with destination stakeholders, destination 'Hero Experiences' have been identified for Southern Queensland Country; they are those world class iconic experiences that:

  • provide a destination with a real competitive edge over other destinations
  • focus on what is truly unique or memorable or engaging about a destination
  • meet the needs of our target markets

Hero experiences are those world class iconic experiences that: provide a destination with a real competitive advantage over other destinations, focus on what is truly unique or memorable or engaging about a destination, and meet the needs of identified target markets.

Why Hero Experiences?

Focussing on a destination’s ‘hero experiences’ is: responding to the demands of our domestic and international visitors, designed to gain a competitive advantage over other destinations, and an opportunity to focus the efforts of tourism stakeholders and create partnerships. The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth. The Southern Queensland Country ‘Hero Experiences’ have been developed to deliver the region’s 2020 tourism vision, brand promise, and the ‘themes’ that underpin the vision and brand.

Vision

By 2020 Southern Queensland Country will be recognised as Queensland’s premier country getaway destination known for its distinct seasons and regional flavours; where you can breathe deep and enjoy a taste of life in the country.

Brand Promise

Slow down, breathe deep and enjoy a taste of life in the country.

Themes

  • Natural Beauty
  • History and Heritage
  • Four Seasons
  • Authentic Country Life


Destination Tourism Plan