Today's guests want more than just to see the sights. They are looking for experiences that emotionally connect them with real and authentic people, places and cultures – experiences they will never forget. TEQ has undertaken consumer research in Australia and New Zealand, and collaborated with Tourism Australia to investigate international markets. This research has shown that Queensland’s experiences are the primary driver of holiday planning and travel. TEQ’s experience marketing approach will be brought to life through all activity by focusing on relevant Hero Experiences that have the best potential to drive visitation and partnering with the best of the best tourism operators, who deliver exceptional experiences.