Queensland is preparing for a new phase of tourism development, with investment in visitor experiences, regional infrastructure and nature-based travel placing its major destinations in focus. From Cairns and Townsville in the north to Brisbane, the Gold Coast and the Sunshine Coast, the state is pursuing a longer-term strategy to expand its appeal to domestic and international travellers.
The Queensland Government’s Destination 2045 strategy sets out a 20-year direction for the visitor economy, supported by a record tourism investment commitment of more than AUD 1 billion over four years. The plan includes AUD 446 million in new funding, with priorities covering ecotourism, events, transport connectivity, new attractions and tourism business development.
The strategy arrives as Queensland prepares for the Brisbane 2032 Olympic and Paralympic Games. Its implications extend beyond the host city, with regional destinations expected to benefit from improved access, tourism products and major event activity.
Cairns Connects Reef Tourism With New Nature Experiences
Cairns remains one of Queensland’s principal gateways to the Great Barrier Reef and Tropical North Queensland. Its tourism identity combines reef excursions, rainforest experiences, Indigenous cultural tourism and access to the wider Far North.
The Destination 2045 strategy places additional attention on nature-based experiences. The Wangetti Trail, north of Cairns, is among the projects identified under the state’s ambition to deliver 45 new or improved ecotourism experiences by 2045.
The trail is intended to strengthen opportunities for outdoor recreation and regional exploration. It also forms part of a wider effort to encourage visitors to spend more time beyond established tourism centres.
Cairns is also included in regional infrastructure planning, with road improvements and continued development of the Cairns Marine Precinct among the projects identified in government planning documents.
For travellers, these developments could support easier movement between the city, coastal attractions and surrounding natural areas. The wider opportunity lies in connecting reef experiences with longer stays across Tropical North Queensland.
Townsville Builds Its Tourism Identity Around the Waterfront
Townsville offers a different visitor experience, combining a tropical city setting with access to Magnetic Island, the Great Barrier Reef and North Queensland’s inland landscapes.
Its waterfront is central to the city’s tourism identity. The proposed development of a Marine Tourism Hub at Flinders Street Wharves, identified among successful projects under Queensland’s Growing Future Tourism programme, includes marina facilities and a floating bar and restaurant.
The project reflects a wider focus on expanding marine tourism infrastructure and visitor experiences. For Townsville, improved waterfront attractions could complement its existing accommodation, dining and access to island excursions.
The city is also included in planning for the Brisbane 2032 Games, with sailing and football among the sporting activities identified for the region. Infrastructure upgrades along the Bruce Highway are also part of the broader regional delivery programme.
These developments connect tourism with transport, events and public infrastructure, giving Townsville a role in Queensland’s wider regional visitor economy.
Brisbane Prepares for a Wider Tourism Legacy
Brisbane is at the centre of Queensland’s preparations for the 2032 Olympic and Paralympic Games. The event provides a long-term framework for investment in venues, transport, accommodation and visitor experiences.
However, the state’s tourism strategy extends beyond the Games. Brisbane is also being positioned around cultural attractions, dining, outdoor recreation, events and access to surrounding destinations.
The Destination 2045 plan aims to increase visitor expenditure in Queensland to AUD 84 billion by 2045. Achieving that ambition will depend on attracting visitors, encouraging longer stays and ensuring tourism spending reaches regional communities.
The city’s role as an international gateway also makes air connectivity important. Queensland’s strategy includes support for new aviation services and routes, with the objective of improving access to destinations across the state.
Gold Coast and Sunshine Coast Expand Beyond Beach Holidays
The Gold Coast remains closely associated with surf beaches, entertainment and major attractions. Its tourism development plans also include improvements to public spaces and visitor infrastructure.
The Spit Master Plan is one example, with government-led implementation intended to support public amenities and tourism experiences through public and private investment.
The Sunshine Coast brings a different mix of coastal and hinterland experiences. Its tourism offer includes beaches, nature-based activities, food experiences and access to the region’s hinterland communities.
Queensland’s ecotourism strategy places both established and emerging experiences within a wider plan to encourage responsible access to natural attractions.
The aim is to give visitors more reasons to explore beyond the most familiar beach locations, while supporting regional businesses and communities.
Queensland’s Tourism Strategy Looks Beyond 2032
Destination 2045 sets out six strategic priorities, including ecotourism, events, connectivity, visitor experiences, destination marketing and industry development.
The state has also identified regional tourism infrastructure funding to support new and improved attractions, with an emphasis on increasing visitor numbers, encouraging longer stays and spreading tourism activity across Queensland.
For Cairns and Townsville, the combination of marine tourism, transport investment and nature-based experiences provides a framework for future development. Brisbane, the Gold Coast and the Sunshine Coast bring established visitor markets and different opportunities for growth.
The scale of the strategy means that its impact will be measured over years rather than a single tourism season. Project delivery, environmental management, transport access and industry participation will shape how effectively the plans translate into visitor experiences.
Queensland’s tourism direction is therefore moving towards a broader destination network, connecting major cities with coastal communities, island experiences, rainforest landscapes and regional attractions
