10 September 2026:Queensland has unveiled the Queensland First Nations Tourism Strategy 2026–2032, setting a bold vision for Aboriginal and Torres Strait Islander tourism experiences in the lead-up to the Brisbane 2032 Olympic and Paralympic Games and beyond.
Developed by the Queensland Tourism Industry Council (QTIC), and supported by the Queensland Government and the Australian Government, the Queensland First Nations Tourism Strategy 2026–2032 provides a community-led roadmap to grow one of the state’s most significant tourism opportunities.
The Strategy builds on the success of the inaugural Queensland First Nations Tourism Plan (2020–2025), which established a shared vision for growing the sector and led to initiatives including the Year of Indigenous Tourism, the establishment of the Queensland First Nations Tourism Council, mentoring programs and a range of business capability initiatives.
QTIC Chief Executive Officer Natassia Wheeler said the new Strategy represents the next stage in Queensland’s commitment to ensuring First Nations tourism is recognised as a defining strength of the state’s visitor economy.
“Queensland is home to the world’s oldest living cultures, and there is growing demand from visitors seeking authentic cultural experiences that connect them to Country, community and story,” Wheeler said.
“This Strategy has been shaped through extensive consultation with First Nations communities across Queensland and provides a clear direction for sustainable growth that is led by Aboriginal and Torres Strait Islander peoples.”
“Importantly, this isn’t simply about growing visitor numbers. It’s about creating long-term economic, cultural and social benefits for First Nations communities while protecting culture, strengthening businesses and ensuring cultural authority remains at the heart of tourism development.”
The Strategy outlines four priority areas for action over the next seven years:
- Strengthening First Nations leadership and cultural authority.
- Supporting sustainable business growth and capability.
- Building workforce pathways and leadership opportunities.
- Increasing market presence and visitor demand through authentic storytelling.
The Strategy also establishes a phased delivery framework through to 2032, focusing on building industry capability, improving market readiness, increasing First Nations participation in tourism governance and positioning Queensland as the nation’s leading destination for authentic First Nations tourism experiences.
Wheeler said Brisbane 2032 presents a once-in-a-generation opportunity to showcase Queensland’s unique Aboriginal and Torres Strait Islander cultures to a global audience.
“The Games will place Queensland on the world stage, and First Nations tourism will be central to telling the stories that make this state unlike anywhere else.”
“Our ambition is that by 2032, Queensland is internationally recognised for authentic, First Nations-led tourism that protects culture and Country while delivering lasting benefits for communities and future generations.”
The Strategy was informed through extensive engagement with First Nations communities, tourism operators and stakeholders across Queensland, including consultations in Mount Isa, Longreach, Thursday Island, Port Douglas, Bamaga, Townsville, Brisbane, the Gold Coast and many other regional centres.
The Queensland First Nations Tourism Strategy 2026–2032 aligns with Destination 2045 and will guide future investment, policy development and industry collaboration to ensure First Nations tourism continues to grow sustainably across the state.
Over the coming months, a final publication will be released with additional detail on how the Strategy will be delivered. This will include implementation timeframes, recommended actions, and the lead organisations and partners responsible for progressing each initiative, giving industry a clearer understanding of how the Strategy will be put into action across Queensland.
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The Comms People provides strategic communications, public relations and media relations support to QTIC. For more information and images, please contact Jennifer or Heather at The Comms. People:
Jennifer Swaine | 0438952830 | jen@commspeople.au
Heather Mollins | 0412421411 | heather@commspeople.au