QTIC Future Ready Webinar Series: How to get your story in the media

Media Visibility in Queensland Tourism

Queensland's tourism sector enters 2026 riding a wave of optimism. Recent data from travel platforms positions the state as the top choice for domestic and potentially international visitors, fueled by aggressive destination marketing from Tourism and Events Queensland and recovery initiatives following previous weather-related disruptions.

This surge comes against a backdrop of Australia's broader tourism resurgence, with projections estimating the sector's contribution climbing toward $233 billion nationally by the end of the decade. For Queensland operators—from regional attractions to hospitality businesses—the challenge lies not just in attracting visitors but in capturing their consideration in an oversaturated digital and traditional media landscape.

Earned media remains one of the most trusted and cost-effective channels for building credibility. Unlike paid advertising, stories in mainstream outlets or travel publications carry third-party endorsement, influencing decisions at a time when travelers seek authentic experiences over polished promotions. Operators who land coverage gain visibility that can translate into direct bookings, partnerships, and resilience during downturns.

Yet the stakes involve more than growth. Post-flood and cyclone recovery in areas like Western Queensland has underscored the need for proactive narrative control. Campaigns such as 'Floods to Fame' illustrate how strategic media engagement can pivot perceptions from disaster to destination appeal, but inaction risks allowing negative or incomplete stories to define a region or business.

Non-obvious tensions persist: while government and industry groups push unified messaging through bodies like IMATE (Industry Media Agency for Tourism and Events Queensland), individual operators often lack the relationships or expertise to pitch effectively. This creates a divide between larger players with PR resources and smaller enterprises reliant on organic opportunities, where a single poorly handled incident can erase months of positive momentum.

Timing adds urgency. With major campaigns rolling out and international recovery accelerating, 2026 marks a window where media presence can compound advantages—or leave businesses sidelined as competitors secure the narrative.