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.
Tourism Events Queensland (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.
Queensland’s Experience Framework
Queensland’s Experience Framework identifies five key Experience Pillars and supporting Hero Experiences that reflect the heart and soul of the Queensland story and represents where we have a competitive advantage.
The Framework will guide TEQ’s marketing activities by focusing on Hero Experiences that have the best potential to drive visitation and expenditure. The Framework will also identify Queensland’s best of the best tourism operators and guide the future development of quality and innovative experiences.
Best of Queensland Experiences
TEQ, in consultation with the state’s Regional Tourism Organisations (RTOs) and the Queensland Tourism Industry Council has recently launched the Best of Queensland Experiences Program to identify those experiences that best bring the Queensland story to life and consistently deliver a high-quality visitor experience.
Focusing on the best of Queensland experiences through the program will foster trust in the Queensland brand and ensure that Queensland is at the forefront of consumer expectations and continues to grow our share of the global travel market.
The program is based on a robust and independent set of criteria that are determined by online customer reviews, responding to contemporary consumer expectations and reflecting industry best practice. This means that the program is largely driven by customer sentiment and expectations which will not only provide a clear focus for our marketing activities but also set measurable benchmarks for our tourism industry on what constitutes a high-quality visitor experience.
Tourism businesses identified as Best of Queensland Experiences consistently deliver outstanding experiences to our guests and demonstrate great business practices. Over time, the Best of Queensland Experiences will feature in TEQ’s promotional activity to drive increased visitation and expenditure to Queensland.