Queensland's Experience Framework

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. They want to feel welcomed by a friendly Queenslander and hear stories that they can connect with and later share with their friends and family. 

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. In the eyes of consumers, Queensland owns a range of unique and aspirational experiences, and remains one of the strongest brands in the travel category.

Tourism and Events Queensland’s Experience Framework identifies 5 key pillars and supporting Hero Experiences that reflect what is unique and memorable about Queensland and provides our competitive advantage. 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. 


"Inspiring the world to experience the best address on earth"

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