Best of Queensland Experiences – A world-first marketing initiative to show the very best of Queensland’s Tourism Experiences

Posted by on 28 September 2017 | Comments

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From diving on the Great Barrier Reef to exploring the breathtaking beaches of the Whitsunday Islands or walking in the footsteps of Aboriginal and Torres Strait Islander ancestors – Queensland offers some of the best tourism experiences in the world.

On 21st of September, Tourism and Major Events Minister Kate Jones, launched Tourism and Events Queensland’s (TEQ’s) ‘Best of Queensland Experiences Program’; a program aiming to put on show the very best of those experiences.

Developed by TEQ in close consultation with Queensland’s Regional Tourism Organisations and the Queensland Tourism Industry Council, this marketing initiative is a world-first and was developed to foster trust in the Queensland brand and deliver a consistent high-quality visitor experience.

The program is based on TEQ’s new experience driven marketing approach that was implemented in 2016. The tourism sector has undergone a major shift over the past years, changing from a product-based to an experience-based industry. Hence, today’s travellers don’t just want to be tourists consuming a product; they are looking for unique experiences, that are memorable, emotional and authentic.

Focusing on the best of Queensland experiences, the program will ensure that Queensland is at the forefront of consumer expectations and continues to grow their share of the global travel market, according to Ms Jones.

“This program will strengthen and add value to Queensland’s tourism industry, encourage operators to deliver the best experience possible for consumers and ensure Queensland’s tourism offering is the best in the world,” Ms Jones stated.


The Best of Queensland Experiences program will assess tourism products that have a live listing on Australian Tourism Data Warehouse, according to online customer feedback as well as an independent set of criteria, such as social media presence and a web-based booking platform. The program is largely driven by customer expectations, which sets benchmarks for the tourism industry on what constitutes a high-quality visitor experience.

The annual assessment process will notify tourism operators of their results and whether they have been identified as a Best of Queensland Experience by delivering outstanding experiences to guests and demonstrating 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.

The first round of the program will be undertaken in late 2017, with the first round of Best of Queensland Experiences identified in January 2018.

Paronella Park TEQ

TEQ invites tourism operators and stakeholders to learn more about the program by attending one of the Best Queensland Experiences Forums in your area.

For more information about the program and upcoming forums visit TEQ’s website here.

Image credits: Tourism & Events Queensland


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