19 May 2025: Queensland’s tourism operators are embracing a pivotal moment as they face increasing pressure to digitise their businesses to keep pace with customer expectations, improve operational efficiency, and manage growing risks in an evolving marketplace.
From booking systems and marketing platforms to data security and customer experience tools, the need for digital maturity is greater than ever. Yet, many small and medium operators face hurdles including limited budgets, time, and expertise.
In response, the Queensland Tourism Industry Council has partnered with the Queensland Government to provide small to medium-sized tourism businesses with a rebate of up to $2,500 to enhance their digital capabilities.
QTIC CEO Natassia Wheeler says digital capability is not a future priority – it’s an urgent necessity.
“Today’s visitor is digitally connected, expects seamless experiences, and books on-the-go. Operators who aren’t keeping pace with this digital shift risk being left behind,” said Ms Wheeler.
“We’re seeing operators grapple with a range of challenges – from managing online reputations to securing customer data – while also striving to maintain the personalised service Queensland is known for.”
The program, funded by the Queensland Government and delivered by QTIC, is designed to help businesses enhance areas such as operational efficiency through digital booking systems, payment tools, and automated workflows. It’s also aimed at improving the customer experience with improved websites, CRM systems, and social media engagement. From a risk perspective, the rebates can be put towards managing risk including cybersecurity, data compliance, and digital business continuity planning.
“This rebate gives businesses the breathing room to invest in smart, practical upgrades that can drive real results – whether it’s implementing a dynamic booking engine or strengthening digital marketing strategies,” Wheeler added.
Backed by the Queensland Government and administered by QTIC, the program has already supported hundreds of businesses in previous rounds.
One tourism operator, Adam Cheshire of Amaze World on the Sunshine Coast, took advantage of the program last year to update the attraction’s existing digital point-of-sale system to digitise the guest feedback process. By doing so, he’s been able to make strategic business decisions based on the data from guests – and improve operational efficiencies.
“The Digital Adaption Program allowed Amaze World to digitise the process of collecting real time feedback from our guests which in turn has led to an enhanced visitor experience. As a small business, the program allowed us to upgrade an existing digital subscription helping towards a wider strategy of digitising our business,” said Cheshire.
Tourism and hospitality businesses are encouraged to apply now, with limited rebates available.
For more information on the Tourism Business Digital Adaption Program, click here.
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Heather Mollins | 0412421411 | heather@commspeople.au
Jennifer Swaine | 0438952830 | jen@commspeople.au
