Shaping the Future of Tourism in the Bundaberg Region and the Southern Great Barrier Reef
The past week has been a defining moment for the future of tourism in Bundaberg, North Burnett, and the Southern Great Barrier Reef. More than 60 industry leaders, operators, community voices, and government representatives came together, united by a shared vision for this extraordinary place we call home.
At the heart of our discussions was a simple yet powerful question: What kind of destination do we want to be in 2045 and beyond?
As we engaged in the Queensland Government’s Destination 2045 workshops and our own regional Destination Management Plan development, it became clear that the opportunities ahead are vast - but they require leadership from within. While strong partnerships with all levels of government will be crucial, the real driving force behind a thriving visitor economy will be an industry that is empowered, united, and bold in its vision.
Some of the key themes that emerged included:
• Attracting accommodation investment to support sustainable growth and high-quality visitor experiences.
• Creating a world-leading land-based reef experience, blending citizen science, innovation and tourism, while fostering conservation and education.
• Deepening the role of storytelling in tourism, ensuring that the stories of our people—Traditional Owners, pioneers, producers, and custodians—are told with authenticity, respect, and pride.
• Supporting the purposeful development of new tourism products, particularly in agritourism, cultural heritage, and nature-based experiences.
• Championing cultural tourism, working in partnership with Traditional Owners to share First Nations stories, knowledge, and connection to Country in meaningful and respectful ways.
• Investing in workforce development to ensure our industry remains strong, skilled, and future-ready.
• Enhancing transport and infrastructure, making it easier for visitors to experience our region sustainably and seamlessly.
A Destination That Gives Back More Than It Takes
Throughout these discussions, one thing was abundantly clear: Tourism is more than an economic driver. It must be a source of pride, opportunity, and connection. Our communities need to benefit just as much as our visitors do, ensuring local businesses thrive, job opportunities grow, and our stories are shared in authentic and meaningful ways. We also have an incredible responsibility to protect and regenerate our place as we welcome more visitors. From the world’s most revered reef to our national parks, rural townships, and the rich agricultural lands that sustain us, we must take a proactive role in ensuring that as our industry grows, so does our responsibility to protect and regenerate. Low-impact infrastructure, sustainable accommodation, responsible access to nature, and climate-conscious tourism development must be at the forefront of our planning.
Our People, Our Place, Our Stories
At the core of this destination are our people, the operators, producers, Traditional Owners, storytellers, and communities who shape the visitor experience every day. Our region is alive with stories waiting to be told. Stories of resilience, innovation, and deep cultural knowledge. Stories of our land and sea, our past and future. Our produce also gives us a distinct advantage. From the world’s best rum and ginger beer to our fresh seafood, farm-to-table dining, and the fact that we grow 25% of Australia’s fresh produce, we are a culinary destination in our own right. But more than just great food and drink, we have the opportunity to connect visitors to the land, the growers, and the traditions that make our region unique.
The Road Ahead
This past week was a testament to the passion and dedication of our tourism industry. We are not just business owners, operators, or government representatives, we are custodians of this region. What we shape today will influence how people experience, protect, and cherish Bundaberg and the Southern Great Barrier Reef for generations to come. Now, the real work begins. It’s time to be bold, challenge assumptions, and bring our biggest ideas to life. The future of tourism in this region is in our hands. Let’s build it together.
