Destination2045: What Queensland’s 20-Year Tourism Vision Means for Your Business

Queensland’s Destination 2045 Tourism Strategy is more than a government roadmap—it’s a once-in-a-generation opportunity to position the state as a global leader in eco and nature-based tourism. For local operators, from boutique accommodation to adventure tours, this strategy signals the future direction of tourism. The question is: how can you prepare your business today to thrive over the next 20 years?

What is Destination 2045?

The Queensland Destination 2045 Tourism Strategy outlines a vision for sustainable growth, focusing on:

• Eco and nature-based tourism

• Low-impact visitor experiences

• Investment in sustainable infrastructure

• Balancing visitor growth with environmental protection

This means tourism businesses will need to deliver experiences that are both memorable for visitors and respectful of Queensland’s natural assets.

How Was the Strategy Created?

The strategy isn’t just a government wish list—it was shaped through one of the largest tourism consultations in Queensland’s history. Over 18 months of engagement with:

• Tourism operators and regional tourism organisations (RTOs)

• First Nations communities and cultural leaders

• Local councils, government agencies, and industry bodies

• Feedback from travellers, both domestic and international

This collaborative process ensures that Destination 2045 reflects real-world challenges and opportunities faced by tourism businesses, not just top-down policy.

For tourism operators, the Destination 2045 Queensland tourism plan highlights opportunities in ecotourism and sustainable visitor experiences.

Why Eco & Nature-Based Tourism is the Future

Travellers are actively seeking sustainable tourism experiences in Queensland. Global research shows:

• 76% of travellers want to make more sustainable choices (Booking.com 2024).

• Nature-based tourism is growing twice as fast as traditional mass-market travel.

• Eco credentials increasingly influence destination choice.

For operators, aligning with these trends isn’t just about compliance—it’s a chance to stand out in a crowded market.

Read Blog: Reduce Your Accommodation's Environmental Footprint

Practical Steps Operators Can Take Today

1. Green Your Operations

• Switch to renewable energy (e.g. solar, battery storage).

• Minimise waste—ban single-use plastics, recycle on-site.

• Introduce water-saving systems.

2. Rethink Experiences Through a Nature Lens

Design products that showcase Queensland’s natural assets responsibly:

• Guided walks with indigenous storytelling

• Small-group reef or rainforest tours

• Wellness retreats focused on nature immersion

3. Partner for Impact

Destination 2045 encourages collaboration. Build partnerships with:

• Local farmers and food producers

• Indigenous tourism operators

• Regional tourism organisations (RTOs) and DMOs

4. Embrace Technology for Low Impact

From digital visitor information to AI-powered booking systems, technology can:

• Reduce paper and printing waste

• Automate repetitive tasks

• Deliver smarter, data-driven sustainability insights

5. Communicate Your Sustainability Story

Guests want to know what you’re doing—and they’ll reward transparency. Use:

• Your website & blogs to showcase sustainability initiatives

• Social media to share “behind the scenes” eco actions

• Accreditation programs (e.g. EcoTourism Australia) to build trust

What’s Next for Queensland Tourism Businesses?

The Destination 2045 Strategy is a roadmap, but success depends on operators putting change into motion. Those who start adopting eco-friendly practices, building nature-based experiences, and partnering locally will be best placed to capture the next wave of demand.

Queensland’s future is green. The question is: Will your business be ready?

Q&A: How will Destination 2045 affect small tourism businesses?

1. Will Destination 2045 create more opportunities for small tourism operators?
Yes. Destination 2045 emphasises eco- and nature-based tourism, which opens the door for small operators to create unique, low-impact visitor experiences. This levels the playing field by giving boutique businesses a stronger role in Queensland’s tourism future.

2. Does Destination 2045 mean higher sustainability expectations for small businesses?
Definitely. The strategy sets out a vision for sustainable tourism growth. Small businesses will be expected to adopt eco-friendly practices—like reducing waste, improving energy efficiency, or showcasing local culture—in order to meet future visitor expectations.

3. Will Destination 2045 bring funding or support for small operators?
Yes, part of the long-term plan is to attract investment and government support for operators who align with the strategy. Small businesses that demonstrate innovation or sustainability may benefit from grants, training, or marketing partnerships.

4. How will customer demand shift under Destination 2045?
Travellers will increasingly look for authentic, nature-based, and culturally rich experiences. This trend benefits small operators who can offer personalised service, niche activities, or local storytelling that larger companies may struggle to replicate.

5. What should small tourism businesses do now to prepare for Destination 2045?
Start by reviewing your business model against the strategy’s themes: sustainability, accessibility, and authentic experiences. Even small steps—like updating your online presence, partnering with local suppliers, or highlighting eco-initiatives—will position you to thrive as the vision unfolds.