By Lucy Waldron
The Southern Downs is defying tourism downturns seen across Queensland, with the region continuing to attract visitors while popular destinations like the Gold Coast struggle.
At the Southern Downs Industry Networking Night, Peter Homan, CEO of Queensland Country Tourism (QCT), revealed that the region’s tourism industry remains strong, now contributing $2.5 billion annually.
Mr Homan highlighted the Southern Downs’ appeal as a “beautiful green“ region, offering national parks, walking and biking tracks, and fresh local produce, distinguishing it from beach and outback destinations.
While popular destinations like the Gold Coast have seen drops in visitor revenue, the Southern Downs’ focus on nature-based, immersive experiences continues to attract visitors. The region’s tourism expenditure now stands at $1.6 billion, bolstered by day trip markets and generating a $2.5 billion industry.
The night also highlighted the collaboration between QCT, Tourism Australia, Tourism Events Queensland, and the Queensland Tourism Industry Council to increase both domestic and international visitors to the area.
While the domestic market remains a stronghold, Mr Homan sees potential for incremental growth in international tourism, particularly from markets like Singapore, where recent promotional efforts have already borne fruit.
The networking night showed the region’s goals for the future, focusing on sustainable tourism development. Mr Homan assured attendees that the Southern Downs would continue to enhance its profile while avoiding overcrowding and high-rise developments.
“We don’t want crowds of people or skyscrapers, but the right accommodations in harmony with the natural environment,” he said.
In a nod to the region’s rebranding, Mr Homan shared excitement about new marketing materials and visitor guides that will soon be unveiled.
The rebrand promises to strengthen the region’s identity and appeal while staying true to its core values of nature, community, and local produce.
With strong tourism numbers and a clear vision for sustainable growth, the Southern Downs is positioning itself as a premier destination for both domestic and international travellers seeking an authentic, nature-focused experience.
