IN A YEAR OF CHANGING MARKET CONDITIONS AND GLOBAL ECONOMIC UNCERTAINTY, IT HAS BEEN SO HEARTENING TO SEE QUEENSLAND’S TOURISM INDUSTRY STAND UNITED AND ENERGISED TO DRIVE GROWTH AND OPPORTUNITY ACROSS THE STATE.
Our partnerships with Tourism and Events Queensland (TEQ) and the Department of Tourism and Sport have seen a strong focus on sustainable and commercial outcomes while broad engagement with grass roots operators and trade and distribution partners has been warmly welcomed.
We’ve also enjoyed productive relationships with our Regional Organisations of Councils (ROCs), fellow Regional Tourism Organisations (RTOs) and the Queensland Tourism Industry Council (QTIC) as we collectively advocate for greater investment and support for tourism, particularly in the lead up to the state government election in October.
With increased competition from domestic and international destinations, our activities this year have centred on building trade readiness across the
network, developing our industry and experiences and highlighting even more reasons for visitors to stay longer, spend more and return again and again.
We continued to target key trade events to pitch directly to distribution partners and were excited to secure eight of Germany’s most influential travel buyers to experience Outback Queensland firsthand in May. The famil has already resulted in product being contracted and we thank our partners Queensland Rail, Rex Airlines and Qantas, together with our operators, for supporting us to achieve this key trade deliverable.
Our tactical, social, co-op and always-on marketing efforts continue to raise our destination’s profile and drive leads direct to industry and we’ve worked with over 70 operators this year to showcase some of our region’s best loved experiences and attractions through trade and media famils.
We also collaborated on a range of projects to entice new market segments and itineraries.
We launched the Outback Queensland Wellness Way to leverage 24 bathing locations and experiences and tap into global consumer demand for wellness tourism.
We’ve also partnered with agriculture and visitor economy experts Sparrowly Group to deliver the Outback Queensland Agritourism Accelerator Project to educate and support local businesses to diversify their operations and develop sustainable, high quality and distinctive agritourism experiences. We consulted with a broad range of stakeholders including Councils, ROCs, the Queensland Farmers Federation, AgForce, TEQ, QTIC, the Local Government Association of Queensland (LGAQ), the Department
of Tourism and Sport and various state government agencies, and we acknowledge their meaningful engagement on this signature project for Outback Queensland.
Highlighting Outback Queensland’s accessible tourism experiences on our website was also a key undertaking for OQTA this year and we were excited to support many of our operators seeking to elevate their accessible tourism offerings through the state government’s Accessible Tourism Elevate Fund.
Next year will see a renewed focus on Drive and paleo tourism across the region, new co-operative opportunities for members and the development of Outback Queensland’s new Destination Management Plan, in addition to our targeted trade, media and marketing campaigns.
We’ll also be rolling out an Outback Online Shop pilot program on our website to boost sales for Outback businesses and enhance the overall consumer experience.
We are confident our collaborative approach to marketing, advocacy and destination development, along with the
tenacity of our industry, will stand us in good stead as we embrace the challenges and opportunities ahead.
To our 19 partner Councils and valued OQTA members, thank you for working alongside us to deliver a sustainable and vibrant tourism sector across the Outback.
Our partnership with TEQ is fundamental to OQTA’s efforts and we acknowledge Chair Grant Hunt and the TEQ Board, CEO Trish O’Callaghan and the management team for their bold vision and unwavering support.
Our partnerships with the Department of Tourism and Sport, Tourism Australia, Australian Tourism Export Council (ATEC), QTIC and Opera Queensland are also greatly appreciated.
We thank our aviation and transport partners, Rex Airlines and Queensland Rail, for their invaluable support and continued efforts to grow tourism in our region.
OQTA has welcomed three new members to the Board this year, following the AGM and local government elections in March. We thank outgoing members Meryl Eddie, Stuart Mackenzie OAM, Cr Greg Campbell
and former OQTA Ambassador Tania Kernaghan for their commitment to our industry and welcome Corey Richards, Cr Shaun (Zoro) Radnedge and Cr Janene Fegan.
OQTA’s Board has been steadfast in their support and advocacy for our industry and we thank them for their vision and guidance.
We are so fortunate to have a steady, loyal and committed team and we thank Kelly Hensley, Sam Ireland, Melanie GrevisJames, Susan Maynard and our small group of contractors for their passion and dedication to our region.
We look towards the future with optimism and a determination to leverage Outback Queensland’s competitive advantage, drive visitation and dispersal, and capitalise on the great opportunities that lie ahead for our industry.
NATALIE FLECKER
Chair, Outback Queensland Tourism Association
DENISE BROWN (DD) CEO, Outback Queensland Tourism Association
Our Treasurer
ELAINE JACOBIE
This year we invested 52 per cent of our total income back into our members, with a net operating surplus of $28,830 for the year. This was made possible through excellent planning, decision making and campaigning by our operational and management teams to get as much benefit as possible for our members, within a tight budget.
Our main income sources this year were our TNF Network Funding, membership income and marketing and advertising income. We were also able to secure some contestable grant funding for our trade, wellness and agritourism programs, along with an Access Starter Grant to enhance our website’s accessibility content.
No material issues have been raised by the auditors.
FINANCIAL SUMMARY FOR 2023-24
PER THE AUDITED FINANCIAL STATEMENTS:
| 33%
| 18%
| 2%
(1,512,097)
2024 INCOME
| 0%
Our Treasurer
ELAINE JACOBIE
2024 EXPENSES
This year our investment in marketing amounted to $711,956, which is 53 per cent of our total expenses.
Professional Fees
$37,664 | 3%
Travel & Accommodation $56,657 | 4%
Office Expenses
$61,355 | 5%
Other Expenses
$77,756 | 6%
Development $28,599 | 2%
Marketing & Advertising $711,956 | 53%
Human Resources
$363,455 | 27%
As at 30 June 2024, we had $45,312 in our bank account.
Our budgeted income & expense summary for the 2024-25 year is as follows:
Budgeted Income 1,197,550
Budgeted Expenses (1,104,950)
Budgeted Operating Surplus 92,600
Thank you again to our operations team and management committee for all your hard work, effort and proactive planning to get us through this year.
ELAINE JACOBIE Treasurer
Our Marketing Team
OQTA HAS ONCE AGAIN HAD A VERY BUSY MARKETING YEAR PROMOTING OUR AMAZING DESTINATION, ENTICING VISITORS AND ENCOURAGING PEOPLE TO PUT OUTBACK QUEENSLAND AT THE TOP OF THEIR TRAVEL ‘MUST-DO LIST’.
We have had a very successful year with great publicity, but with competition from overseas destinations and cost-ofliving considerations making consumers more cautious with spending, it remains a real challenge to market the Outback with a limited marketing budget and increased costs.
Our key marketing focus for Outback Queensland continues to be encouraging our target markets - including high value drive market travellers, families with school-age children and professional couples - to visit the Outback for a true Aussie adventure holiday.
The following highlights key marketing activities that occurred during the 2023/24 year.
2024 TRAVELLER’S GUIDE
The all-new 2024 Traveller’s Guide, OQTA’s hero marketing publication, was unveiled at our Outback Season Launch event in Brisbane in February by Queensland Tourism Minister Michael Healy.
Featuring a stunning cover by awardwinning photographer Roxy Weston, the guide showcases a diverse array of 32 exciting new experiences along with drive itineraries with QR codes, events calendar, family holiday suggestions and travel tips, Indigenous experiences, day tours and luxury escapes, dinosaur trails and the all-new Wellness Way.
50,000 hard copies are distributed at all consumer and trade events attended by OQTA, caravan and camping shows, Visitor Information Centres, via other member and trade partners, including regional Councils, and posted out to individual consumer requests which are received via the website or email.
OQTA WEBSITE
OQTA created an accessibility section on our website which filters and highlights accessible experiences for consumers. Funded by the Queensland Government’s Access Starter Grant, we also created several blogs to support the website’s accessibility content.
We also developed a new page on the OQTA website to help support our trade and media partners. The page provides key resources for trade and media to access easily – including the Outback Queensland Trade Product Manual, Traveller’s Guide, New Outback Experiences and Events 2024 list and key media resources and images.
New data dashboards designed to capture Google Analytics data from our website in an easily reportable format have been completed and are available by request for OQTA members.
1,324,910
Website Page Views
433,464
Website Sessions
36,017
Operator leads from website
3,749
17,142
NEW BLOGS
n
TOP KEYWORDSRoma, Queensland Longreach,map,Cunnamulla,JuliaCreek, Barcaldine,Birdsville,Charleville, Quilpie, DinosaurTrailQld
3,623
2,027
WORKING WITH OQTA GUIDE
We launched a revamped ‘Working with Us’ guide outlining OQTA’s key areas of business focus, tips to make the most of membership and marketing opportunities and annual activity overview.
OQTA CO-OP MARKETING OPPORTUNITIES
We developed and implemented a targeted co-operative marketing campaign to coincide with our Season Launch, featuring RACQ print and enewsletter (EDM) activities, Getaway TV, social media ads, and other advertising activities.
WIN AN OUTBACK HOLIDAY COMPETITION
With prize partners The Big Red Bash and Cloncurry Shire Council, this year’s Win a Holiday competition offered seven prizes valued at over $4,000. More than 16,000 people entered the competition, which was promoted via RACQ’s The Road Ahead magazine and a targeted social and digital media campaign.
DRIVENOW.COM.AU COMPETITION
OQTA partnered with DriveNow.com.au to launch an August giveaway to celebrate DriveNow’s 20-year anniversary. The competition, also in partnership with WWII Secret Base, Qantas Founders Museum and John Flynn Museum and Cloncurry Unearthed, saw one lucky winner win seven days’ free motorhome rental, along with free entry to some of Outback Queensland’s key attractions.
DRIVE QUEENSLAND
OQTA participated in 12 consumer shows, together with other RTO regions, under the Drive Queensland banner:
Sydney 4x4 Show, 14-16 July 2023
Qld Outdoor Adventure Expo Toowoomba, 28-30 July 2023
Melbourne 4x4 Show, 18-20 August 2023
Adelaide Caravan and Camping Show, 14-18 February 2024
Melbourne Caravan and Camping Supershow, 20-25 February 2024
Gold Coast Outdoor Expo, 1-3 March 2024
Brisbane 4x4 Show, 15-17 March 2024
Sydney Caravan and Camping Supershow, 16-21 April 2024
Cairns Expo, 10-12 May 2024
Townsville Expo, 17-19 May 2024
Mackay Expo, 24-26 May 2024
Brisbane Caravan and Camping Supershow, 5-9 June 2024
QUEENSLAND IS BLUEY’S WORLD FOR REAL LIFE
OQTA supported the launch of TEQ’s major advertising campaign by participating in the record-breaking “World’s Biggest Game of Keepy Uppy”. Two photography and film shoots took place in Quilpie and Birdsville to provide content for the campaign which launched on 2 June to a global audience.
DRIVE NORTH QUEENSLAND (DNQ) CAMPAIGN
OQTA is a partner in the 2024 DNQ campaign including advertorial and social media, website management and destination coverage in the Drive NQ map.
OUTBACK QUEENSLAND SIZZLE REELS
OQTA commissioned new 30sec and 60sec promotional videos, which are available for OQTA members to share.
MEDIA AND PR
OQTA engaged PR agency Sabio to assist with media coverage for our season launch campaign from February to May 2024. We enjoyed excellent coverage across various media channels, with the launch of our 2024 Traveller’s Guide and new Wellness Way reaching an audience of over five million, with more than 45 pieces of coverage worth $179,920 in publicity.
OQTA continues to reach out to key travel writers and outlets and we actively support story content requests and media famils.
We supported a TEQ media famil by Angela Saurine, editor of Out and About with Kids, and organised a media famil for travel writer Andrew Mevissen to visit Paroo and Balonne Shires for Vacations and Travel magazine, focused on experiences in the south west region and the Wellness Way.
We also supported the airing of My Way’s North West Queensland Special (featuring Kronosaurus Korner, Hard Times Mine and Sunset Tourist Park) in June, as organised by TEQ. Four Getaway episodes aired between February and July covering Mount Isa, Cloncurry, Longreach and Richmond, as part of OQTA’s co-op marketing campaign. The filming took place in late 2023.
Number of media features
37.6M
People Reached
$950,000+
Publicity Value
Numerous media interviews with both CEO Denise Brown and OQTA Chair Natalie Flecker have occurred during the year.
INSTAGRAM
OQTA’s Instagram presence has seen significant growth and success over the past year, with an emphasis on fostering audience engagement, particularly through video content and user-generated content (UGC).
KEY METRICS
Followers: 59,279 (9% increase from the previous period)
Total Engagement: 213,543
Total Reach: 1,830,001
Total Impressions: 2,643,529
Total Plays (Reels): 1,370,487
DEMOGRAPHICS
Gender Breakdown:
58.2% Women, 41.8% Men
Audience Location:
82.41% Australian, with the rest primarily from the USA and UK
Australian Audience Distribution:
47.91% from South-East Queensland
12.44% from New South Wales
11.03% from Victoria
CONTENT AND POSTING STRATEGY
OQTA’s Instagram has maintained consistent and broad coverage across the region:
Council Regions: Each of the 19 Council regions received a minimum of one post per month, ensuring comprehensive regional representation.
Member Representation: All members received at least one dedicated post per year, highlighting their contributions and offerings.
Event and News Focus: Additional attention was given to promoting regional events, news, and special announcements, amplifying visibility and engagement for important local happenings.
GROWTH HIGHLIGHTS
A notable uptick in growth was observed during the third quarter, where a focus on video content, particularly Reels, led to a surge in followers.
From January to March 2024, 2,398 new followers were gained, a result of:
Video Content Strategy: Prioritising Reels helped drive engagement, with 1,370,487 total plays
Hashtag Optimisation: Effective use of hashtags increased post visibility and reach
Active Audience Engagement: Ongoing interaction with the audience via comments and shares fostered stronger connections
User-Generated Content (UGC): Followers and those who used our # or @ contributed a wealth of photos and videos, adding authenticity to the feed and driving overall engagement.
Instagram continues to be a key platform for OQTA, achieving consistent growth while promoting regional diversity and engagement. The strategic focus on Council regions, member representation, and local events has strengthened our community presence. This report highlights Instagram’s role as a key tool for promoting OQTA’s unique destinations and stories while fostering strong audience relationships.
TOP POST
February 2024
(By @desertsoulphotography2024 from Birdsville, Diamantina Shire)
Interactions: 2,253
Accounts Reached: 20,745
Post Impressions: 23,507
TOP REEL
March 2024
(By @seaustravl from Lara Wetlands, Barcaldine Region)
Plays: 185,661
Interactions: 7,284
Accounts Reached: 121,813
FACEBOOK
Over the past year, OQTA’s Facebook page has continued to show impressive growth and engagement, driven by a strategic content approach and an emphasis on community involvement. Despite challenges in sourcing user-generated content (UGC) across all regions, proactive audience engagement has played a crucial role in maintaining momentum.
KEY METRICS
Followers: 124,137
(5% increase from previous year)
Likes: 112,180
(2% increase from previous year)
Total Engagement: 900,988
Total Reach: 11,286,552
Total Impressions: 12,901,285
Total Views: 1,635,637
DEMOGRAPHICS
Gender Breakdown:
64.2% Women, 35.8% Men
Audience Location:
91.5% Australian, with the rest primarily from the USA and UK
Australian Audience Distribution:
43.3% from South-East Queensland
13.65% from New South Wales
9.99% from Victoria
CONTENT AND POSTING STRATEGY
Our commitment to representing the entire Outback Queensland region has been a key focus, ensuring:
Council Regions: Each of the 19 Council regions received at least one post per month, ensuring wide representation of local areas
Member Representation: Each member received at least one dedicated post per year, highlighting their offerings and presence
Event and News Focus: Special attention was given to regional events, news, and announcements, elevating important local activities.
GROWTH DRIVERS AND CHALLENGES
Content Strategy: Our approach, anchored by five core content pillars and featuring 25 unique experiences, has consistently contributed to the page’s success. This strategy has been instrumental in engaging a diverse audience and fostering interest in Outback Queensland.
User-Generated Content (UGC): One persistent challenge has been securing high-quality UGC across all regions. However, through rigorous monitoring and encouraging audience interaction, we have seen significant growth in UGC submissions over the year.
Audience Engagement: By closely monitoring audience interactions and fostering meaningful connections, we have been able to address content diversity challenges while maintaining high engagement levels.
OQTA’s Facebook page continues to grow dynamically, with a robust strategy that combines structured content delivery, regional representation, and active audience engagement. Despite challenges in sourcing content from all regions, our adaptable approach and strong audience connections have driven success. This report reflects our commitment to fostering community engagement, building on our content strategy, and supporting the promotion of Outback Queensland’s unique offerings.
TOP POST
September 2023
(By @outbackpioneers from Longreach, Longreach Region)
Total Reach: 232,140
Total Interactions: 5,169
Total Impressions: 245,639
TOP VIDEO POST
January 2024
(By @gracexxavier from Noccundra, Bulloo Shire)
Total Views: 258,730
Total Interactions: 5,059
Total Reach: 557,626
OUTBACK EVENTS
The quality and variety of events in the Outback continue to be a major drawcard for visitors and contribute considerably to the local economy.
OQTA provided in-kind support to all key Outback events via our social media channels, website, and consumer enewsletter, promoting key events across the year, including: the Big Red Bash, Boulia Camel Races, Outback Queensland Masters, Outback River Lights Festival, Mount Isa Mines Rodeo, Birdsville Races, Cloncurry Beat the Heat Festival, Festival of Outback Skies, Better in Blackall Festival, Easter in the Country, Dirt n Dust Festival, Outback Festival, Vision Splendid, Blackall-Tambo Festival of Circus, Queensland Music Trails, and the Festival of Outback Opera.
OQTA also supported and showcased all Outback events via OQTA’s Big skies, Bigger adventures campaign, a four-page feature in OQTA’s Traveller’s Guide, events listings and blogs on our website, and extensive media activity focused on events undertaken by our PR partners Sabio.
NEWSLETTERS
Our industry and consumer newsletters are a key communications tool for OQTA.
We sent 39 newsletters throughout the year to our 865 industry subscribers, with information ranging from OQTA events and funding opportunities to industry news and photos.
As at 30 June 2024 we had 62,484 subscribers to our consumer enewsletter with our most popular editions featuring the Win an Outback Queensland Holiday Competition, 2024 Traveller’s Guide, Wellness Way, St George Races Competition, Outback Pubs, Big Red Bash and Top Tourism Towns.
OQTA looks forward to another year of continued marketing achievements, with some new co-operative marketing activities, and further OQTA website enhancements as part of our 2024/25 plans. We also look forward to continuing our close working relationship with our OQTA members and partners to entice more visitors to our spectacular region.
MELANIE GREVIS-JAMES Marketing Manager Outback Queensland Tourism Association
Advocacy and Industry Development
OUTBACK QUEENSLAND’S DESTINATION MANAGEMENT
PLAN OUTLINES FIVE STRATEGIC PILLARS DESIGNED TO BOOST THE VISITOR ECONOMY AND DELIVER SUSTAINABLE GROWTH FOR OUR REGION.
These pillars guide our destination marketing and product development initiatives, along with stakeholder engagement and stewardship campaigns.
Throughout the year, OQTA worked with key partners to support industry development and the upskilling of operators, build capacity and trade preparedness across the network, and ensure our members were represented at a local, state and federal level.
Highlights of our activities over the 2023/24 year are detailed below:
BUSH COUNCILS CONVENTION
Our CEO Denise Brown was a guest presenter at the Bush Councils Convention in Goondiwindi in July. It was a great opportunity to connect with Outback Mayors, Councillors and industry stakeholders, along with conference host, the LGAQ, to share issues and opportunities impacting our region.
TRANSFORMATIONAL EXPERIENCES MENTORING PROGRAM (TEMP)
With support from TEQ we continued the TEMP program delivering in-region training workshops and mentorship for Outback operators. The program provided four Outback operators with one-on-one mentor support, equipping them with practical tools to reimagine their visitor experience and meet the evolving expectations of travellers.
BEST OF OUTBACK QUEENSLAND EXPERIENCES DEVELOPMENT PROGRAM
The Best of Outback Experiences program was rolled out to help more Outback Queensland tourism operators achieve Best of Queensland Experiences status, by working with those who regularly achieve scores between 60 per cent and 80 per cent. Funded through a TEQ Contestable Grant, the program included tailored one-on-one mentoring sessions for 20 operators delivered in an online format.
A record 92 Outback operators were named Best of Queensland Experiences for 2024.
ATEC MEETING PLACE
OQTA CEO Denise Brown attended ATEC Meeting Place in November to share industry learnings and raise the profile of
Outback Queensland with inbound tour operators, online travel agents, domestic wholesalers and national tour companies. The event also saw Denise nominated for the Captain Trevor Haworth Outstanding Contribution to the Tourism Export Industry Award.
OUTBACK QUEENSLAND WELLNESS AND BATHING TRAIL
We launched the Outback Queensland Wellness Way in February to leverage our bathing locations and experiences and tap into consumer demand for wellness tourism. Showcasing 24 signature Outback destinations and funded through a TEQ Contestable Grant, the Wellness Way aims to disperse high value wellness travellers, increase overnight stay and spend and highlight a new way to experience Outback Queensland’s unique landscapes.
OUTBACK CONVERSATIONS WITH INDUSTRY
More than 20 Outback operators pitched their products directly to key TEQ and departmental staff at the Outback Conversations with Industry event in February, highlighting some of the new experiences and attractions on offer in Outback Queensland in 2024. The forum was also an opportunity for operators to learn about TEQ’s strategic marketing priorities and initiatives firsthand.
2024 SEASON LAUNCH
The all-new 2024 Traveller’s Guide was unveiled at our Outback Season Launch event in Brisbane in February by Queensland Tourism Minister Michael Healy. More than 90 Outback operators, industry partners and media attended the event at Lefty’s Music Hall, which also saw the launch of the Wellness Way.
ATEC QUEENSLAND NEW PRODUCT SHOWCASE
We supported four of Outback Queensland’s trade-ready operators at the ATEC Queensland New Product Showcase event in Sydney in March. Boobook Explore, Cunnamulla Hot Springs, Qantas Founders Museum and Queensland Helicopters met with key Australian inbound partners in a series of one-onone meetings designed to build and grow relationships with buyers and sellers and ensure that Outback Queensland is included in more programs and itineraries.
OUTBACK QUEENSLAND AGRITOURISM
ACCELERATOR PROJECT
OQTA has partnered with agriculture and visitor economy experts Sparrowly Group to deliver the Outback Queensland Agritourism Accelerator Project.
Funded through a TEQ Contestable Grant, the project aims to educate and support local businesses to diversify their operations and develop sustainable, high quality and distinctive agritourism experiences that showcase the beauty of Outback Queensland.
One of the key actions of the project, the Agritourism Mentoring Program, was rolled out to 10 Outback Queensland producers in May following an application process. Free personalised mentoring has been delivered to the following producers looking to unlock their agritourism potential:
Camden Park Station, Longreach
Darr River Downs, Longreach
Mitchell Grass Retreat, Longreach
PRW Agribusiness, Longreach
TN & SJ Jonsson, Flinders
Myella Farm Stay, Banana
Gidgee’s Bush Camp, Murweh
Corella Creek Country Farm Stay, McKinlay
SRC - Ag Nominees – Abbadoah, Paroo
Outback Date Farm, Murweh
A series of Agritourism Masterclasses and an Agritourism 101 Webinar will be held throughout the region in 2024.
2024 AUSTRALIAN TOURISM EXCHANGE
OQTA enjoyed a fantastic four days selling Outback Queensland at the 2024 Australian Tourism Exchange (ATE), Australia’s largest tourism trade event, in Melbourne in May. We powered through over 90 one-on-one meetings with key international wholesalers and retailers, along with international managers from Tourism Australia and TEQ, promoting our unique and authentic Outback Queensland experiences and products.
We were also thrilled to launch our new 90-page Trade Product Manual, featuring a record 37 trade-ready products, drive and charter itineraries, and events, illustrating for travel managers how they could potentially include an Outback Queensland destination in their Australian journey offering to clients.
BEST OF TRAVEL GROUP FAMIL
OQTA supported eight international buyers to experience Outback Queensland’s tourism offerings firsthand in May, thanks to a familiarisation tour following ATE.
The group, including some of Germany’s most influential international buyers, enjoyed a range of experiences in Longreach, Winton and Barcaldine, as well as Roma and Carnarvon Gorge.
OUTBACK QUEENSLAND WELLNESS WEBINAR
OQTA hosted a Wellness Webinar in June offering information and practical advice on how to leverage the global tourism megatrend for wellness experiences. The program highlighted the value of the wellness segment and Outback Queensland’s competitive profile and new Wellness Way.
DIG THE TROPIC RE-IMAGINED
OQTA joined with Capricorn Enterprise and the Central Highlands Development Corporation to reinvigorate the Dig the Tropic geo tourism trail after securing a TEQ Contestable Grant. Funding was used to update experiences and products along the trail and grow awareness and visitation through a multimedia campaign including national and state television stories, a significant social media campaign and website upgrades.
OQTA AND TEQ HOST BOARD MEETINGS IN ROMA
We were delighted to welcome the TEQ Board and Executive team to the region in June. Both the OQTA and TEQ Boards held their meetings in Roma, as well as co-hosting a networking event for local operators and stakeholders at Western Queensland Spirit.
It was a fantastic opportunity to collaborate face-to-face with our partner Councils and industry and showcase some of the Maranoa region’s best-loved experiences and attractions.
OUTBACK WAY FORUM
OQTA CEO Denise Brown was a panel presenter at the 2024 Outback Way Forum in Canberra in June, which brought together stakeholders from Queensland, the Northern Territory and Western Australia to discuss plans to realise the route’s economic, social, community, cultural and environmental heritage benefits.
Formal letters of support, invitations and advocacy
Outback operators showcased through trade and media famils
REPRESENTATIONS AND DELEGATIONS
Maranoa Regional Tourism Networking Event, Roma
Balonne Business Mentoring Program
Bush Councils, Goondiwindi
Towards Tourism 2023 RTO Advisory Group
North West Minerals Province Stakeholder Advisory Committee
QRTN Executive Committee
Ekka 2023
QTIC/UQ Tourism Employment Project
Better in Blackall Festival
EarthCheck Inner Circle
Best of Outback Qld Experiences Development Program
CW Regional Drought Resilience Program
Cobbold Gorge Famil
WWII Secret Base Official Opening, Charleville
LGAQ Annual Conference, Gladstone
‘I Got Hooked’ Scavenger Hunt draw, St George
Mount Isa Mines Rodeo
Western Queensland Alliance of Councils Assembly
Australian Regional Tourism (ART) Convention, Newcastle
Red Ridge Showcase, Parliament House
SWQROC Meeting, Roma
SWQ Tourism Steering Committee
ATEC Meeting Place, Adelaide
Destination IQ, Cairns
Destination Q Conference, Cairns
QTIC Qld Tourism Awards, Cairns
Adventure Way Promotions Group
Cunnamulla Hot Springs Opening
North Queensland Situational Briefings
Passenger Air Services Stakeholder Forum, Charleville
Queensland Symphony Orchestra Regional Touring Program Launch
TEQ Conversations with Industry
Opera Queensland Season Launch
TEMP Program
TEQ Global Market Briefing
RTO and TEQ Network Exchange
Queensland New Product Showcase, Sydney
Tourism Australia RTO Forum, Sydney
Destination Australia, Sydney
Savannah Guides Workshop, Longreach
Queensland Visitor Experience Program
Agritourism Project Launch
QMF Outback Trail events, Quilpie & Charleville
Qld Sustainable Tourism Toolkit Workshop
Festival of Outback Skies, Hughenden
DFRA North West Qld Tourism Recovery and Resilience Program Workshop, Cloncurry
Festival of Outback Opera, Longreach and Winton
ATE 2024, Melbourne
BOTG Outback Famil
2024 Queensland Top Tourism Town Awards
Senator the Hon Don Farrell, Federal Tourism Minister
Skal SEQ Combined Luncheon, Beerwah
OQTA Wellness Tourism Webinar
TEQ/OQTA Joint Board Meetings, Roma
Outback Way Forum, Canberra
OUTBACK QUEENSLAND AWARD WINNERS
We congratulate all our Outback Queensland winners!
2023 QUEENSLAND TOURISM AWARDS
GOLD
Unique Accommodation
Mitchell Grass Retreat
GOLD
Festivals and Events
2022 Mount Isa Mines Indigenous Rodeo Championships
GOLD
Cultural Tourism
Fun Over 50 Holidays
GOLD
The Steve Irwin Award for Ecotourism
Fun Over 50 Holidays
SILVER
Major Festivals and Events
2022 Mount Isa Mines Rodeo
SILVER
Festivals and Events
Outback Queensland Masters
BRONZE
Cultural Tourism
Qld Music Trails - The Outback Trail
2023 AUSTRALIAN TOURISM AWARDS
GOLD
Ecotourism
Fun over 50 Holidays
SILVER
Cultural Tourism
Fun over 50 Holidays
HIGHLY COMMENDED
Unique Accommodation
Mitchell Grass Retreat
HIGHLY COMMENDED Festivals and Events
2022 Mount Isa Mines Indigenous Rodeo Championships
QUEENSLAND TOURISM INDUSTRY COUNCIL
2024 TOP TOURISM TOWN AWARDS
GOLD
Top Tourism Town
Roma
GOLD
Top Tiny Tourism Town Winton
SILVER
Top Tiny Tourism Town
Quilpie
SILVER
Top Small Tourism Town
Longreach
2024 GREY NOMAD AWARDS
GOLD
Best Attraction Outback at Isa Visitor Information Centre, Mount Isa
GOLD
Best Dog-Friendly Stay
Sunset Tourist Park, Mount Isa
GOLD
Best Festival or Event Outback Queensland Masters
GOLD
Best Grey Nomad Friendly Town Thallon
SILVER
Best Grey Nomad Friendly Town Quilpie
SILVER
Best Historic Attraction
Charlotte Plains Outback Magic, Cunnamulla
BRONZE
Best Attraction
Quilpie Visitor Information Centre, Museum & Gallery
Our Regions
Central West: ROBYN STEPHENS OAM
OUTBACK QUEENSLAND TOURISM OPERATORS HAVE REPORTED THE SLOWEST START TO THE TOURISM SEASON IN FOUR YEARS, WITH A JUNE START AND NUMBERS DOWN BY 20 TO 30 PER CENT COMPARED TO 2023.
Rising interest rates and a spike in the cost of living are also hitting the tourism sector, with businesses in the region relying heavily on each tourist dollar.
The Central West region has ridden the COVID-19 wave during the last few years and tourism in our region benefited –particularly as more Queenslanders took time to explore their big backyard.
Now, with the return of overseas travel and the Cruise market clicking back in, the Outback tourism season has levelled back to pre-pandemic levels.
Central West motels, hotels and B&B’s have reported high occupancy with spikes throughout the season while caravan park operators have advised numbers were down with parks half to a quarter full.
With this year’s season getting underway in June, we saw large numbers of visitors enroute to key events such as the Birdsville Big Red Bash and the Bedourie and Boulia Camel Races. Operators were pleased to receive the economic contribution of these short stays.
OQTA’s partnership with agritourism development experts Sparrowly Group saw three free Agritourism Masterclasses hosted in Cunnamulla, Longreach and Biloela to support graziers to diversify their operations to grow Outback Queensland’s visitor economy.
Major events across the Central West are still the big drivers for visitation to the region with visitors looking for unique Outback experiences to tick off their bucket list.
The Winton Way Out West Fest kickstarted the tourism season in April however southern visitors were hindered from attending due to initial challenges posed by flooded roads on the Matilda Way. The event still drew good crowds highlighting PBR bull riding action and country music entertainment.
Barcaldine’s Tree of Knowledge Festival held over the May Day long weekend was another fantastic week for the Barcaldine community and visiting tourists with top class events. Congratulations to Aramac for their dual celebrations encompassing 100 years of their War Memorial and 155 years since the formation of the town.
Blackall/Tambo, the Birthplace of Circus, invited audiences to ‘’roll-up’’ as a new circus rolled into town as part of the Circus Carnival, showcasing a range of performances and acts, complete with animals, exhibitions, and dance performances.
This year’s Longreach Yellowbelly Fishing Classic was a popular event for anglers across the region and it was also another great year for the RideWest cycling event, with participants cycling 1,300km from Brisbane to Longreach to raise awareness for mental health and funding for the Royal Flying Doctor Service.
The Winton Writers’ Festival held in June celebrated literature and storytelling, while providing unique opportunities for attendees to meet renowned authors and writers.
Our Regions - Central West
This year’s Vision Splendid Outback Film Festival saw movie buffs enjoy nine days and nights of diverse movie selections at the Royal Theatre - Winton’s 106-year-old open air picture theatre. Special events included breakfast with stars, live music performances, and the opportunity to attend industry-related events. Special guests included Bruce Beresford and Sigrid Thornton.
The Queensland Boulder Opal Festival’s Street Trading Markets attracted opal miners and gem traders from across the country. The Queen of Gems Design Awards held at the Waltzing Matilda Centre Outback Regional Gallery saw entries from across Australia and internationally being recognised in categories to honour both the rich heritage of the precious gemstone and artistry of designers.
The Festival of Outback Opera toured Winton and Longreach with a worldclass program of outdoor concerts and record crowds. More than 450 audience members attended the Dark Sky Serenade event at the Australian Age of Dinosaurs’ Dark-Sky Sanctuary at The Jump-Up.
The 2024 Outback Queensland Masters, Australia’s most remote golf series, was once again a great success with Winton and Barcaldine Golf Clubs hosting 200 amateur golfers from all over Australia during the Central West section of the event.
The Central West’s major tourist attractions reported mixed outcomes for the tourist season with some operators reporting attendance of 25-30 per cent below the previous reporting period.
The cost-of-living crisis is having a huge impact on visitor numbers, staffing, volunteers and finances, with reports of higher expenditure across many areas, particularly the massive cost of energy accounts.
Visitation to the Qantas Founders Museum has been recorded as slow to start and quick to finish with approximately 35,000 visitors over the tourism season. Noting “it seems like a visitor drought”, the museum did not meet expected numbers for 2023/24. The reduction in tourist numbers saw daily tours reduced from eight to four tours per day during the season. Highlights for the year included sealing more than 120
donated artifacts inside a time capsule by Red Tail Reunion members and the Museum Board. The Yayoi Kusama installation from the National Gallery of Australia drew more than 8,000 visitors since the exhibition opened in March.
The Australian Stockman’s Hall of Fame and Outback Heritage Centre also reported a late start to the tourism season and a challenging year with retail sales also down. There were 37,000 visitors for the year, the lesser numbers aligning with other major tourism attractions in the region.
The Australian Age of Dinosaurs (AAOD) Museum of Natural History advised their visitation remains on track, despite the late start to the season. Of the 46,000 visitors welcomed this year, 85 per cent were independent travellers while 15 per cent arrived via the wholesale market.
The Dinosaur Stampede at Lark Quarry, situated 110km south-west of Winton, continued to perform well, recording 16,000 visitors for the year.
AAOD’s Dark-Sky Sanctuary - Australia’s first international dark sky sanctuaryadds three per cent to the museum’s tour
Our Regions - Central West
market, with some 961 people star gazing. The experience also adds an extra night’s accommodation to grow the overnight visitor economy.
The Waltzing Matilda Centre reported a decline in their visitor numbers also with 15,379 travellers visiting this nationally significant attraction. Profiled events held during the year at the Centre’s Outback Regional Gallery included the annual John Villiers Outback Art Prize attracting over 200 entries nationwide. Winton artists scooped both the major $10,000 award and the emerging youth category.
Rangelands Outback Camp has reported its best year since opening in 2021. This six-star Outback glamping experience reported receiving rave reviews from many who experienced this attraction.
The Australian Workers Heritage Centre at Barcaldine has reported similar visitation numbers across the board for the season.
The Central West’s major tour operators all delight in promoting our region’s natural and cultural beauties and giving visitors a real Outback experience.
Outback Aussie Tours’ Alan and Sue Smith advised the 2024 season has been a very different year with a slow start and early end of year back-off. The Outback Rail Adventure for 2024 has been positive compared to the 2023 season and the company continues to receive rave reviews from visitors seeking a once-in-alifetime adventure.
Outback Pioneers’ Richard and Marisse Kinnon have reported a tough tourism season for their family owned multi-award winning attractions and tours that give visitors an unforgettable experience of Outback life.
Red Dirt Tours’ Vicki Jones reported the season has been the second-best year numbers wise, with 2021 being the
company bench mark. The business has successfully grown with three coaches and employing three guides.
I would like to extend my congratulations to all business operators and event personnel that have been able to pivot and make the best of a crazy and unprecedented year.
I would like to take this opportunity to thank our members for their resilience over the past year during these extraordinary times, and I look forward to working with you all in 2025.
Our strength lies in our collective efforts to deliver the best outcomes to grow business, extend the shoulder periods and give every visitor an amazing Outback Queensland experience.
ROBYN STEPHENS OAM
Central West OQTA Board Representative Event Manager, Outback Festival Winton
Our Regions
South West: COREY RICHARDS
AS THE 2024 OUTBACK TOURIST SEASON COMES TO A CLOSE, OPERATORS AND COUNCILS ACROSS THE REGION CAN LOOK FORWARD TO A WELLEARNED BREAK AFTER FACING SIGNIFICANT CHALLENGES THIS YEAR, INCLUDING STAFFING SHORTAGES AND FLUCTUATING VISITOR NUMBERS. DESPITE THESE HURDLES, 2024 HAS BEEN AN EVENTFUL YEAR, MARKED BY BOTH HIGHS AND LOWS.
Early rains and a long, hot summer delayed the start of the season, initially keeping tourists at bay. However, these rains helped rejuvenate the landscape, providing visitors with beautiful winter ground cover as the season eventually kicked off.
South West Queensland, in particular, has been a bright spot in the tourism industry. The region saw the launch of several new ventures that have diversified its offerings and attracted more visitors.
Key areas of growth included agritourism, wellness tourism—especially around hot springs—and new tours, with all six shires contributing to this expansion. These additions have bolstered tourism in the South West, helping mitigate lower visitor numbers across the broader Outback.
While the Outback has seen lower visitor numbers than previous years, this serves as a timely reminder of the region’s resilience. After years of continuous growth, this slight downturn highlights the cyclical nature of tourism. However, the region’s products and services have never been better, setting a strong foundation for future growth. As South West Queensland continues to innovate and diversify its offerings, the region is well-positioned to attract more visitors in the coming years and be a welcoming southern arm for all of the Outback.
2025 will perhaps be another challenging year, with the continuous economic pressure on many households. We must remain considerate and lean on our
Outback strengths by being a region that provides significant transformational returns to our visitors’ investments. As people begin to prioritise maximum experience for their hard-earned dollars, I feel that staying true to our clear, authentic Outback brand will help maintain our visitor numbers and market share as value for money becomes harder to find.
After such a busy few years, now is the perfect time to reflect on our offerings and catch up on many of those jobs that have been left for a ‘quieter’ time. I hope you all enjoy some well-deserved relaxation and reflection and are ready for what I hope will be another great Outback season in 2025. Have a wonderful Christmas break, and I look forward to catching up with you all next year.
COREY RICHARDS
South West OQTA Board Representative General Manager Operations, Eromanga Natural History Museum
Our Regions
North West: GARY MURRAY
WE ARE CERTAINLY A RESILIENT MOB IN THE NORTH WEST. THROUGH ADVERSITY WE FIND A WAY.
It’s a hard unforgiving country and to my mind that’s exactly what attracts tourists to our part of the world. The sunsets of oranges and purples, the dust, the beasts, the oasis that appears out of nowhere.
The rawness of the North West is an experience that is never forgotten.
Mother nature is the catalyst for those experiences and chief procurer of the WOW factor. Sometimes she can overdo it, especially when we’re all set and ready to welcome our first tourists for the season proper and she decides we haven’t seen enough rain and sends some late monsoonal weather for good measure. Not that we’re complaining - we welcome rain, sometimes it’s just inconvenient.
This obviously had consequences on visitation to the North West and as a
result we had a slow start to the 2024 season. If there was consolation to this delay it would be that tourists decided, in their wisdom, to extend their visitation in 2023 well into late November/early December. When we all thought heat was a disadvantage, it would appear some tourists embrace the Outback in its extremes.
In general, the year has been a mixed bag when it comes to visitation numbers and room nights. Most operators are indicating that their numbers are down but not manifestly so. I don’t believe we’re in a downturn or view it as negative. Post-Covid, we welcomed a remarkable number of tourists to the North West; only this year they decided to do something and go somewhere different.
There are many initiatives that have been launched this year by operators and Councils aimed at whetting the appetite of travellers which is a robust acknowledgement of the importance of
tourism to our area. There are many more initiatives still to be launched or in the pipeline being fine-tuned. Enterprise and leadership in our tourism sector is secondto-none which will ensure that the North West has a rosy future.
Speaking of the future, I have elected not to renominate as OQTA’s North West Representative at this year’s AGM. I would like to thank my fellow board members, the exceptional staff in the OQTA office, the operators and the wonderful tourists who we share our backyard with. I have elected to move on to my new career path by becoming a full-time tourist myself and have accepted the challenge of navigating this great country of ours at my own pace. Best wishes and thank you.
GARY MURRAY
North West OQTA Board Representative Managing Director, North West Tours
Our
Regions
Far West: SALLY O’NEIL
THE FAR WEST REGION - BARCOO, BOULIA AND DIAMANTINA SHIRES – HAS ONCE AGAIN PROVIDED AN UNFORGETTABLE OUTBACK EXPERIENCE FOR VISITORS.
These small communities work hard to make the tourist visit one to remember, sometimes with the assistance of nature.
Rain in the Outback is always welcome and as seen in the past year at some of our key events, it can have the added bonus of cementing a really memorable experience.
I proudly present a summary of the year from our tourism representatives and their respective shires.
Cr Sally O’Neil Far West OQTA Board Representative Mayor, Barcoo Shire Council
BARCOO SHIRE
Tourists discover or revisit the Barcoo Shire – the true heart of the Channel County - to embrace the nature, culture and pastoral heritage of the region, interwoven desert and agricultural landscape as well as our plentiful attractions.
The local people, the magical night sky and unique events continue to create special memories for first time and returning visitors.
Although tourist numbers have declined within the 2023/24 season, the Barcoo region continued to refine existing tourist attractions, introduce new events and experiences and develop new destination adventures to showcase the truly unique landscape of the Channel Country.
Visitors to the Diamantina Shire for the Big Red Bash and Outback racing circuit travelled through and explored our region both before and after these events, creating a busy time within the
Barcoo Shire. The Windorah Yellowbelly Hunt in April was again successful with its inclusion in the three-town fishing competition with Longreach and Isisford.
Cultural experiences again enriched the shire for community members and travellers alike.
The productions of a musical, children’s literacy drama performance, garden day and the Opera Queensland event were well patronised by locals and tourists.
Stonehenge, Windorah and Jundah conducted successful horse and motorbike gymkhanas, campdrafts and rodeo events, with Jundah again hosting the always successful thoroughbred races and sprint events as well as camel races –a first for the shire.
The region also welcomed charity and specialist car rallies, with participants enjoying the three towns of the shire and appreciating the country hospitality while raising funds for both the town and charity organisation.
The initiation of the Healthy Outback Community program and subsequent information and activity day promoted not only a healthy community but introduced a number of people to the region for the first time.
The airstrip within Windorah was closed for a three-month period for scheduled resurfacing, impacting a small cohort of tourist numbers visiting the town and shire, but the improvement was vital in creating a safe, functional and enhanced airstrip for commercial and private pilots and travellers.
The National Parks within the Barcoo Shire continued to be visited by a substantial volume of tourists wishing to experience the natural environment and associated flora and fauna. Social media has been a key element in the growing number of photographers, birdwatchers and environmental appreciation groups visiting the area, highlighting not only our National Parks, but the region as a whole.
Despite the cost of living crisis, weather and other challenges, the Barcoo region continues to welcome tourists to experience an amazing Outback region like no other.
HELEN KIDD
Tourism
Manager, Barcoo Shire Council
DIAMANTINA SHIRE
The Diamantina Shire has experienced a small decrease in visitors to the region in the year 2023/24. Despite this, the region has produced 13 events across Bedourie, Birdsville and Betoota, from the Bedourie Camel Races to the inaugural Betoota Rodeo on the eve of the races.
In addition the shire has hosted four larger scale events including the Simpson Desert Ultra and the Outback Queensland Masters - showcasing one of Australia’s most unique golf courses. The Big Red Bash, now in its 10th year, again faced inclement weather challenges but that didn’t deter some 13,000 visitors travelling through Birdsville and the Channel Country in early July.
The 2023 Simpson Desert Racing Carnival, including the 141-year-old tradition of the Birdsville Races, entertained audiences over three weekends in August and September, despite preparations for the racing carnival also being impacted by a rain event.
The number of travellers passing through Birdsville to reach Munga-Thirri-Simpson Desert National Park and take on the challenge of crossing the Simpson Desert increased by 33 per cent in 2023/24.
The Diamantina Shire is working on a Tourism Strategy for the region, with a few exciting new tourist experiences to be unveiled in 2024/2025.
PATRICE BRANDENBURG-WALLACE Tourism Manager, Diamantina Shire Council
BOULIA SHIRE
Boulia Shire, like many of our neighbours, saw a very slow start to the season this year with numbers well below the norm. Going into peak season saw us at about 35 per cent down but July and August numbers recovered well with a good number of visitors through the doors.
Unfortunately our horse racing event at Easter was cancelled due to bad weather and many road closures around us.
For a short time the Boulia Camel Races were also in doubt due to rain and flooding but we managed to get a large number of very muddy campers sorted out in time and the event went ahead with record numbers.
The Outback Way AGM was held in Boulia recently with members being treated to an evening of wine, nibbles and a Min Min Encounter!
Both the Min Min Encounter and The Heritage Complex continue to be very popular with our visitors and we see many return visitors and word of mouth recommendations.
KAREN SAVAGE Tourism Officer, Boulia Shire Council
MINUTES OF 2023 ANNUAL GENERAL MEETING
OQTA ANNUAL GENERAL MEETING
15TH NOVEMBER 2023 ONLINE
Meeting Commenced
Andrew Martin – Chair opened the meeting and thanked everyone for attending online.
6 :42pm
PRESENT: Denise Brown (Outback Queensland Tourism Assoc). Andrew Martin (Blackall-Tambo Regional Council). Natalie Flecker (Isa Rodeo Ltd). Robyn Stephens (Outback Festival). Gary Murray (North West Tours). Sally O’Neil (Barcoo Shire Council). Stuart Mackenzie (Quilpie Shire Council). Meryl Eddie (Boobook Eco Tours). Elaine Jacobie (Ringrose Button Chartered Accountants). Steve Jones (REX). Barry Weare (Cooee Traveller). Kelly Hensley (Outback Queensland Tourism Assoc). Sam Ireland (Outback Queensland Tourism Assoc). Naomi Miles (Australian Age of Dinosaurs). Anita Clark (AC Tourism). Lloyd Mills (Australian Stockmans Hall of Fame). Kim Wildman (Balonne Shire Council). Robyn Fuhrmeister (Balonne Shire Council). Tom Upton (Banana Shire Council). Susan Maynard (Connect Tourism). Fiona Nicholl (Drive Queensland). Robyn Mackenzie (Eromanga Natural History Museum). Corey Richards (Eromanga Natural History Museum). Jennifer Tasker (Flinders Shire Council). Krista Hauritz (Krista Hauritz). Robbie Dalton (Localis). Tanya Johnson (Longreach Regional Council). Fiona Gordon (Longreach Tourist Park). Gregory Lawrence (Maranoa Regional Council). Shaun Radnedge (Murweh Shire Council). Laura Hansford (Opera Queensland). Carli Griffin (Opera Queensland). Martin Turner (Outback at Isa). Nicole Kuttner (Outback Aussie Tours). Melanie Grevis-James (Planet Marketing). Karen Grimm (Quilpie Shire Council). Erica Shaw (Underground Hospital). Vimla Naidoo (Winton Shire). Alan Smith (Outback Aussie Tours). Tanya Neal (Mitchell Grass Retreat).
APOLOGIES: Greg Campbell (Cloncurry Shire Council). Tania Kernaghan (OQTA Ambassador). Cr Neville Ferrier (Banana Shire Council). Ingrid Sellarulo (Dinosaur Tourism Collective). Alleyne Johnson (Qantas Founders Museum). Patricia O’Callaghan (Tourism and Events Queensland). Gill Russell (Better in Blackall). David Neal (Mitchell Grass Retreat). Peta MacRae (Mount Isa City Council). Brian Atherinos (Mount Isa City Council).
Moved: Erica Shaw Seconded: Nicole Kuttner that the apologies be accepted. C ARRIED
RATIFICATION OF MINUTES: AGM 2022
Moved: Lloyd Mills Seconded: Corey Richards Minutes of the AGM 2022 are a true and accurate record.
CARRIED
CEO REPORT: Denise Brown presented her report as presented in the Annual Report for 2022/2023
CEO noted the following:
OQTA launched the 2023 season and new Traveller’s Guide at our largest ever Conference and Muster event in March. The two-day event saw a record 55 operators connect with 150 trade, media and industry representatives.
We were thrilled to re-introduce the Outback Queensland Tourism Excellence Awards to recognise and celebrate the outstanding achievements of OQTA members.
A new OQTA website was launched, along with an Outback holiday prize competition to grow our database, alongside our attendance at consumer travel shows. More than 61,744 users have now signed up to receive regular newsletters.
OQTA’s social media platforms have seen unparalleled growth, now reaching more than 110,000 on Facebook and 54,000 on Instagram.
We secured coverage in 272 positive media features, reaching more than 64 million people and resulting in $1.2 million worth of publicity, thanks to our targeted PR strategy.
Our partnership with Opera Queensland continues to go from strength to strength and we look forward to building on the outstanding success of this year’s Festival of Outback Opera and regional tour next year.
Industry and experience development and trade readiness has been a major focus for OQTA this year as we navigate post-pandemic changes to the distribution system and supply chain.
We delivered in-region Digital Workshops and, with support from Tourism and Events Queensland, rolled out the Best of Outback Experiences Program and the Transformational Experiences Mentoring Program.
We finalised a new OQTA membership structure, produced a new Working with Us document and launched an OQ Assist website and brochure.
We attended ATEC Meeting Place in November and in April, a record 12 Outback Queensland trade ready tourism products accompanied OQTA at the Australian Tourism Exchange following the successof our oneon-one tailored Pathway to ATE Mentoring Program.
Results from the National Visitor Survey for the year ending June 2023 show Outback Queensland is in good shape.
Annual visitor expenditure in Outback Queensland reached a record $891.8 million for the year ending June 2023, which was up 19.5 per cent on average over the past three years.
Total visitation to the Outback also increased 6.4 per over the three-year average to 1.1 million.
Average spend per visitor grew by 11 per cent over the same period to $808.
Interstate visitation has also seen a welcome resurgence, up 12 per cent over the three-year trend to 228,000 while intrastate visitation grew 5.5 per cent to 875,000 for the year.
This is a strong result for our region following several unpredictable years and a testament to our industry’s innovation and resolve.
To our 19 partner Councils and valued OQTA members, thank you for working alongside us to deliver a vibrant tourism sector across the entire Outback region. To the OQTA Board, thank you for your vision, strategic input and support, which has enabled Outback Queensland tourism to stand strong. Also, thanks to our team including Kelly Hensley, Sam Ireland, Melanie Grevis-James, Susan Maynard, and our dedicated group of contractors, who strive to deliver the best outcomes for our region.
We look forward to the next 12 months with optimism and confidence, a clear strategic approach and a determination to build Outback Queensland as a world-class destination of choice.
FINANCIAL REPORT
Elaine Jacobie, OQTA Treasurer presented the financial report for 2022/2023. Treasurer noted the following:
This year has been tighter than normal, with less income than last financial year, $1.3 million vs $1.4 million. The income includes the contestable grants that OQTA were able to secure.
E xpenses were $1.5 million, compared to $1.4 million in 21/22.
In total, $843,000 of the total expenses (56%) went towards marketing.
The financial year finished in a deficit of $198,000. These were the funds that were roll overs from previous financial years due to Covid.
Looking towards 23/24, financially we are on a similar path to the 22/23 financial year. We are budgeting for $1.5 million in income (this includes the contestable applications) and expenses are $1.5 million.
Overall the auditors did not highlight any issues with the financial statements.
Thank you to the Board who assist in working towards a budget that balances and also Denise, Kelly and Sam for managing our finances. CARRIED
APPOINTMENT OF AUDITOR
Walsh Accounting to be nominated as the auditor for 2023/2024.
Moved: Elaine Jacobie Seconded: Andrew Martin Chairperson’s Report Andrew Martin presented his report within the Annual Report for 2022/2023
CHAIRPERSON’S REPORT
The Chair reminded attendees that he stepped into the Chair role in 2019, not knowing what was around the corner. Throughout this time the Outback has outshone coastal regions in terms of occupancy, the office has moved to a Brisbane address in LGAQ House. Being based in Brisbane has meant stronger relationships with the department, Tourism and Events Queensland and QTIC as well as the local governments that make up the Outback.
The Chair expressed his thanks to the Board and OQTA staff and also to partners and members for the way OQTA is now managed and respected.
Andrew advised members that he would not be seeking another term on the Board as Chair and allow for the continuum of change. Andrew thanked members and the board for their support and leaves knowing that tourism in the Outback is a strong pillar in the way the region operates.
RESULTS OF NOMINATIONS FOR MANAGEMENT
COMMITTEE REPRESENTATIVE POSITION
The Chair announced the results of the Nominations for Management Committee Representative Position.
South West: Corey Richards duly elected unopposed.
Members thanked outgoing South West representative Meryl Eddie.
GENERAL BUSINESS
Stuart Mackenzie farewelled Karen Grimm and thanked her for her work in not only Quilpie Shire but also Cloncurry Shire.
AGM Closed: 720pm
Chairperson
Andrew Martin
Signed: 15 November 2023
Secretary
Robyn Stephens
Signed: 15 November 2023
OQTA BOARD MEETING ATTENDANCE 2023-24
23-Oct-23
21-Feb-24
Appendix 3
OQTA BOARD OF DIRECTORS 2023 - 24
Natalie Flecker
CHAIR and SKILLS BASED REPRESENTATIVE
CEO, Mount Isa Mines Rodeo
Cr Andrew Martin
DEPUTY CHAIR and RAPAD REPRESENTATIVE
Mayor, Blackall-Tambo Regional Council
Elaine Jacobie TREASURER
Partner, Ringrose Button
Chartered Accountants
Robyn Stephens OAM
CENTRAL WEST REPRESENTATIVE
Event Manager, Outback Festival
Meryl Eddie
SOUTH WEST REPRESENTATIVE (Jul – Nov 2023)
Business Manager, Boobook Explore
Corey Richards
SOUTH WEST REPRESENTATIVE (Nov 2023 – Jun 2024)
General Manager Operations, Eromanga Natural History Museum
Cr Sally O’Neil
FAR WEST REPRESENTATIVE
Mayor, Barcoo Shire Council
Gary Murray
NORTH WEST REPRESENTATIVE
Managing Director, North West Tours
Cr Greg Campbell
MITEZ REPRESENTATIVE (Jul 2023 – Mar 2024)
Mayor, Cloncurry Shire Council
Cr Janene Fegan
MITEZ REPRESENTATIVE (Apr – Jun 2024)
Mayor, McKinlay Shire Council
Cr Stuart Mackenzie OAM
SWQROC REPRESENTATIVE (Jul 2023 – Mar 2024)
Mayor, Quilpie Shire Council
Cr Shaun Radnedge
SWQROC REPRESENTATIVE (Apr – Jun 2024)
Mayor, Murweh Shire Council
Steve Jones
SKILLS BASED REPRESENTATIVE
State Manager, Rex Airlines
Barry Weare
SKILLS BASED REPRESENTATIVE
Director of Operations, Cooee Traveller
Tania Kernaghan
OUTBACK QUEENSLAND AMBASSADOR (resigned April 2024)
Destination Management Plan 2021-2024
The Destination Management Plan (DMP) has been designed to respond to the immediate challenges and opportunities presented by COVID-19 and to set in place the fundamental destination building blocks needed to generate the momentum for sustainable growth.
The plan contains three defined implementation phases which guide where energy and resources need to be channelled:
Immediate response to changing COVID-19 conditions (-12 months)
Establishing a recovery platform which sets in place the building blocks for destination management and marketing (12-18 months)
Consolidation and longer-term planning (18 months-3 years)
The DMP is underpinned by the following principles and implementation drivers:
Be flexible and responsive to changing COVID-19 market threats and opportunities
Embrace digital technology and link with faceto-face service outcomes
Build on existing signature experiences and supporting product and service infrastructure
Leverage regional economic, investment and diversification plans
Quality experience delivery and a customer first service mentality
Formalise new partnership agreements with Local Government
Disperse visitors and deliver economic return to the local community
The three implementation phases are grouped into five core strategy pillars.
1. Destination stewardship (leadership and sustainable tourism)
2. Destination marketing
3. Product development and experience delivery
4. Visitor services and trade readiness
5. Enabling environment (advocacy, investment in access, transport and service infrastructure, etc.)
IMPACTS OF COVID-19
COVID-19 has created multiple impacts on the tourism and hospitality sector but it has also created an array of opportunities and possibilities. This includes fundamentally changing the way in which destinations need to engage with a new world of consumers.
As borders reopen there is an opportunity to capture the imagination of a domestic market seeking escape from being confined at home and seeking a revived connection with family and friends, the great outdoors and life’s simple pleasures.
Visitors are selecting destinations and experiences that are trusted, clean, safe and welcoming.
In order to successfully deliver the actions identified, to build momentum in the region and to ensure that Outback Queensland gains its fair share of the market in a COVID-recovery market, a new partnership approach is needed.
Key support from stakeholders across the tourism network and supply chain is required to deliver transformational experiences and disperse the benefits that tourism can bring to regional Queensland.
Throughout the Year of Outback Tourism, the region benefited from the investment and development of a wide range of new and refreshed infrastructure and visitor experiences.
Now is the time to leverage off these investments to bring the Outback story to life.
