Southern Queensland Country stretches from the South Burnett to the north, Granite Belt to the south, the Darling Downs to the east and as far west as St George. It includes Toowoomba, Kingaroy, Warwick and Stanthorpe.
Southern Queensland Country reached record domestic expenditure in the year ending March 2017, $773.3 million, up 42.9%. This was driven by longer stays and visitors spending more per night. Total domestic and international visitors to the region was 1.94 million in the 12 months to March 2017.
Southern Queensland Country Tourism is the regional tourism organisation and reported the following key highlights and initiatives for 2016-17.
- A first for the state - Southern Queensland Country Tourism has developed a content playbook to give its industry an understanding of why content is important, how it differs across media platforms and how operators can create and find the best content to share for their business.
- Key marketing activity included the 2017/18 Southern Queensland Country Visitors’ Guide, providing high quality information and motivation for visitors and distributed in hard copy (50,000 brochures) and online; the Southern Queensland Country Club e-newsletter sent throughout the year to 32,000 qualified subscribers; and major campaigns from mid-March 2016 to the end of June 2017 and targeted the key markets of Brisbane/South East Queensland and the long-haul drive market.
- The Southern Queensland Country Tourism Industry Conference was held in Kingaroy in February 2016 and was attended by 95 delegates. The two-day conference focused on digital opportunities for tourism businesses to tell their brand story and also included the Tourism and Events Queensland Conversations with Industry.
- Southern Queensland Country Tourism attended the Australian Tourism Export Council (ATEC) Southern Queensland Inbound Workshop held in March 2017.
- For the second year running Southern Queensland Country Tourism took a booth at the Australia Tourism Exchange (ATE) and conducted one-on-one 15 minute appointments to educate international buyers about Southern Queensland Country.
- Southern Queensland Country Tourism joined forces with the Outback Queensland Tourism Authority to promote the Big Sky Country Drives program at Tourism and Events Queensland’s Queensland on Stage New Zealand, held at Tangalooma Island Resort in June 2017. Prior to the event, famils were hosted in the region.
- In 2016 Southern Queensland Country Tourism implemented a number of industry development activities that are part of its broader strategy to build industry capacity to be ‘trade’ ready. This program of activity was supported by funding from the state government (via TEQ) and the federal government’s TDDI program.
- Toowoomba Carnival of Flowers received the gold award at the Australian Tourism Awards in the major festival and event category. A great result for the event and the region as a whole.
- New developments for the Southern Queensland Country region include Potters Hotel, Toowoomba, Walton Stores precinct in the Toowoomba CBD, continued redevelopment of the Toowoomba’s Grand Central Shopping Centre and opening of the Chelsea and The Office wine bars.
The Southern Queensland Country region’s Hero Experiences have been developed to deliver the region’s long-term tourism vision and brand promise. The Hero Experience themes are:
- Natural Beauty
- History and Heritage
- Four Seasons
- Authentic Country Life
Visit the TEQ website for more information on Southern Queensland Country.