General News
21 September, 2026
$10bn new tourism aim
A NEW ambitious target of $10 billion in tourism spending by 2045 has been set by the region’s marketing body – Tourism Tropical North Queensland (TTNQ).
The goal is more than double the current rate of spending – $3.2bn by Australian visitors and a record $1.3bn by international travellers.
TTNQ chief executive Mark Olsen said TTNQ’s board had approved the TNQ 2045 destination management plan.
“Our goal is to reach our stretch target of $10 billion by driving growth in visitor spend and length of stay to surpass our 2045 forecast of $8.6 billion,” he said. “Developed in consultation with more than 230 stakeholders across 32 regional workshops, the plan identifies priorities for each sub-region and strategies for success across ecotourism, events, connectivity, experiences, brand and industry.
“With a vision for Tropical North Queensland to be Australia’s No.1 ecotourism region by 2045 and a world leader in adventure and regenerative tourism supporting thriving local communities, the plan is a managed approach to tourism growth.
“The key to Tropical North Queensland’s success as a tourism destination will be growing the type of tourism our communities seek which means attracting visitors who are conscious of their impact and leave as custodians of our region and its stories.
“Our communities want tourism that recognises our First Nations connection, plays an active role in sustainable and regenerative tourism practices, respects culture and communities with authentic connection, supports an inclusive and accessible industry with a skilled local workforce and delivers truly remarkable visitor experiences.”
TTNQ’s annual report describes more than $295 million worth of tourism investment underway and record international visitor spend on the back of four years of additional destination marketing funding.
Mr Olsen said the record visitor spend from escalated campaign activity over the past four years, combined with the most substantial investment in tourism infrastructure since the construction of the three Crystalbrook hotels, showed confidence in Tropical North Queensland as a destination.
“The Hilton Palm Cove Cairns Resort and Spa is in the final stages before opening and work is underway on the $60m Skyhaven accommodation at Cairns Airport and the $85m Skyrail Rainforest Cableway upgrade,” Mr Olsen said.
“The Morris Group’s $40m redevelopment of Double Island is also among the surge in interest by developers who are sensitive with scale to the landscape which is ideal for the only place on earth where two natural World Heritage areas are side by side.
“Ecotourism is at the heart of the visitor economy in Tropical North Queensland and is continuing to grow with projects, like these, as well as substantial state government investment in the $15.5m expansion of the Smithfield Mountain Bike Park and the $59m Wangetti Trail.”
TTNQ chairman John O’Sullivan said funding from all levels of government helped market the destination.
“This is one of our best results (in 2025-26) considering the tiny budget we have in comparison to our competitors who outspend us by at least four times,” he said.
