The Queensland Tourism Industry Council (QTIC) has marked the opening of Tourism Week 2025 with a packed-out Destination IQ conference, celebrating the strength, growth, and future First Nations tourism across the state.
Held at the Brisbane Convention & Exhibition Centre, the annual event brought together more than 260 delegates, including Traditional Custodians, tourism operators, and industry and government leaders for a full day of discussion, inspiration and cultural connection.
Program highlights included keynote addresses from proud Worimi man, former NRL player and artist George Rose and industry leaders from across Australia who shared insights on the growing demand for authentic First Nations experiences ahead of the Brisbane 2032 Olympic and Paralympic Games.
Workshops and panels explored business readiness, cultural protocols, and pathways for non-Indigenous operators to collaborate meaningfully with Traditional Custodians and communities.
“Destination IQ continues to evolve each year – this year’s program reflected the incredible energy, leadership and opportunity within First Nations tourism,” QTIC CEO Natassia Wheeler said.
“There is strong interest and growing demand from both domestic and international visitors for authentic cultural experiences, and Queensland is well placed to build on this momentum. The collaboration and conversation at Destination IQ has set the tone for Tourism Week.”
Keynote speaker George Rose said the event was a powerful reminder of the role culture plays in shaping the stories and spirit of tourism.
“Tourism is one of the most effective ways to connect people – it’s storytelling, education and reconciliation in action,” Rose said. “It was inspiring to see so many operators and community leaders united in exploring opportunities for First Nations people, that will deliver visitor experiences that reflect the richness and heart of Queensland.”
Minister for the Environment and Tourism, Minister for Science and Innovation Andrew Powell said the range of tourism products on display was incredible.
“We know visitors are looking for unique, meaningful cultural experiences, when they visit Queensland,” Minister Powell said. “These operators will provide these life-long memories for visitors, while helping local communities to skill up and share in a burgeoning visitor economy.”
Tourism and Events Queensland CEO Craig Davidson said the conversations at Destination IQ highlight the importance of partnership in growing First Nations tourism.
“First Nations tourism is one of Queensland’s greatest strengths, and today’s discussions show how much potential there is to build on that together,” Davidson said. “Visitors are seeking experiences that connect them to culture and country and the collaboration we’ve seen here reflects the commitment to creating those authentic, respectful experiences. That shared vision will shape our industry’s future and ensure First Nations voices remain at the heart of Queensland’s tourism story.”
The conference marks the beginning of Tourism Week 2025, which continues with the DestinationQ Forum on Thursday, 13 November and culminates with the Queensland Tourism Awards, celebrating 40 years of recognising industry excellence, on Friday, 14 November.
DestinationIQ is proudly supported by the Department of Environment Tourism Science and Innovation and the Federal National Indigenous Australians Agency.
