EVENTS QUEENSLAND GOLD COAST
Events Queensland Gold Coast is a major event management company wholly owned by the Queensland Government through Events Queensland. Managers of the annual Gold Coast Airport Marathon and biennial Pan Pacific Masters Games - Events Queensland Gold Coast produces high profile, mass participation sporting events that maximise economic impact. The events provide an enjoyable and memorable event experience that showcases the Gold Coast whilst maintaining world-class event management standards.
Events Queensland Gold Coast
PO Box 4920
Gold Coast Mail Centre QLD 9726
Ph: +61 7 5668 9888
Fax: +61 7 5668 9899
Email: info@goldcoastevents.com.au
Who we are
Tourism Queensland is a statutory body under the Statutory Bodies Financial Arrangements Act 1982 and the Financial Accountability Act 2009.
Our Goal
To be one of Australia’s lead creative organisations, providing support to all operators and protecting and growing jobs for our industry.
Tourism Queensland’s primary goals are to:
increase leisure visitor expenditure
maximise market share
increase dispersal to benefit all Queensland regions, and
maximise sustainable tourism growth for the social and environmental benefit of all Queenslanders.
Our Values
Queensland’s brand values are:
Pride in Queensland
Hospitality
Authenticity
Creating holiday experiences that delight visitors – The Holiday State
TQ’s Organisation Values:
Our values of integrity, trust, respect, goal orientation and motivation guide our day-to-day decision-making and assist in ensuring the brand values remain a key element of TQ's culture.
Our Leadership Charter
At Tourism Queensland, leadership is encouraged at every level of our organisation.
The leadership charter is an expression of leadership qualities that are valued and encouraged at Tourism Queensland. It provides an ethos to describe the work values that we support and encourage.
Lead by example
Embrace change
be Approachable
inspire a shared Direction
Empower others to act
Respect the values and beliefs of others
Our Role
Our primary responsibility, as outlined in the Tourism Queensland Act 1979, is to facilitate the promotion, marketing & development of tourism to and within Queensland. Our functions are:
To facilitate the promotion and marketing, domestically and internationally, of tourism to and within Queensland
To facilitate the development of the tourist and travel industry
To facilitate the making of tourism and travel arrangements
To facilitate the provision of tourism and travel information services
To prepare a State tourist and industry strategic marketing plan in extensive consultation with the tourist industry, the general community and appropriate government departments.
How we do things:
We take a global approach to tourism marketing and destination development for all of Queensland
We work in partnership with the Queensland tourism industry, with our domestic and overseas tourism partners, and with our Queensland Government stakeholders
Consumers’travel needs are central to all our activity
We are the destination management experts with specialist knowledge to guide and inform the Queensland tourism industry
Tourism in Queensland
Tourism is one of Queensland's key sectors, directly employing 118,000 people and indirectly accounting for a further 102,000 jobs (9.9% of employment in the state). The sector directly contributes $7.8 billion to the Queensland economy and accounts for 3.2 per cent of Queensland's Gross State Product.
Tourism is the state's second largest export earner, generating around $3.6 billion annually. As one of the key drivers of Queensland's economy, the relative importance of the industry will continue to grow into the foreseeable future.
The benefits of tourism are enjoyed across the state. The Queensland tourism industry is made up of over 115,000 tourism related businesses; the majority of these are small businesses, with 92% employing less than 20 staff. A range of government agencies support the industry's needs.
We work closely with the state's 14 membership-based regional tourist organisations (RTOs) which together represent around 4,400 Queensland operators. The RTO network is widely regarded as one of the most influential in Australia and has played a major role in Queensland's tourism success.
Tourism Queensland provides strategic industry leadership and coordinates stakeholders in the planning, industry development, marketing and application of resources to grow tourism in each Queensland destination. All of our strategies and activities are developed in close consultation with the RTOs and aim to meet the changing needs of the industry we serve. Participating in Tourism Queensland programs and activities gives our industry access to Tourism Queensland's resources, experience and expertise to maximise their results.
We maintain a network of 13 international offices to target established and emerging international markets.
Our History
Queensland’s tourism industry has come a long way since 1929, when the then Queensland Government Tourist Bureau was transferred to the Railway Department and the first attempt was made to correlate publicity with a travel booking organisation. It has developed and matured and is now under the guidance and leadership of Tourism Queensland, Australia's premier destination management organisation.
Tourism Queensland began as the Queensland Tourist and Travel Corporation (QTTC). The QTTC was established by Act of Parliament in August 1979, taking over from the Department of Tourism.
As a statutory authority, under the jurisdiction of the then Minister for Maritime Services and Tourism, the corporation operated as a marketing and development organisation, with the sales arm trading under the name, Queensland Government Tourist Bureau.
The functions of the Corporation as defined in the act were to:
promote and market tourism and travel;
make tourism and travel arrangements;
provide tourism and travel information services;
encourage the development of the tourist and travel industry;
advise the Minister on matters relating to tourism and travel.
The primary responsibility of the corporation was described in the Act as one of promoting, marketing and arranging travel and tourism to and within Queensland.
As the tourism industry grew and developed, so did the QTTC and in 1982, wholesale division Sunlover Holidays was created to give Queensland tourism operators better access to the domestic market.
In the 1990s, the QTTC pioneered the destination marketing approach in Australia, highlighting the many unique visitor experiences on offer in Queensland and working alongside a network of Regional Tourist Organisations to support destination marketing and development.
In February 1999, the Where Else But Queensland marketing campaign was launched, positioning the state as the undisputed premier holiday destination in Australia. In keeping with the new Where Else branding, the QTTC became Tourism Queensland, adopting the stylised 'Q' into all communications and making it synonymous with Queensland.
In June 2005, Tourism Queensland signed a license agreement with SL Holidays Pty Ltd, a wholly-owned subsidiary set up by the AOT Group, to operate its commercial enterprises, Sunlover Holidays and the Queensland Travel Centres.
In 2008, Tourism Queensland continued to lead the development of the tourism industry in Australia. Early in 2006, a new brand was launched which flowed through to new websites being developed. The Queensland Holidays site offers visitors a refreshed experience and presents Queensland as a vibrant, fun, warm, friendly, colourful and relaxing place to visit and provides booking options for users. The consumer site provides a comprehensive tool for retrieving up-to-date news, information, research, policies and plans and strategies relating to Queensland's 12 destinations, special interests and the international sector.
In 2008/09 Tourism Queensland commenced the implementation of the $4.16 million Global Brand Strategy. This strategy aims to deliver a sustainable, compelling and effective brand for Queensland, strengthening the State’s position as the number one Australian holiday experience.
Tourism Queensland launched the phenomenally successful Best Job in the World campaign in 2009. Undoubtedly Tourism Queensland’s most successful campaign ever, Best Job has received a long list of prestigious international awards and set off a number of copycat campaigns around the world. As at June 2010 the campaign had generated an estimated $410 million worth of media exposure for Queensland domestically and internationally.
