The evolution of the Queensland brand

The Queensland brand has evolved to position Queensland globally in the new era of transformational travel and to embody the essence of our purpose, to travel for good.

This brand purpose captures how Queensland will present itself to the world as a deeper, more meaningful and engaging travel destination where the experiences delivered will change travellers and the world for the better.

Transformational travel offers our guests a fresher and deeper experience of Queensland’s stunning tapestry of natural wonders, peoples and cultures, welcoming communities and experienced tourism and events operators. These experiences are further enriched by the ancient wisdom of our Aboriginal and Torres Strait Island peoples and their cultures that bring a greater depth, richness and meaning to the Queensland story.

A Queensland-inspired appreciation of life will not only positively change the way your guests feel about themselves, but it will change the way they see and interact with the world.

Your Queensland brand

Queensland’s brand is not a tag line or catchy slogan, it’s how people think and feel about Queensland and the promise it offers.

Your

Destination brand

Your destination brand is making a promise to prospective guests about what it has to offer, the distinctive values, attributes and personality that set your destination apart from others.

Your brand

Your brand is everything. It is the sum total of how people perceive your business and what it has to offer. It is the promise of an experience and the emotions that it will create.