Outback Queensland Tourism staged the Outback Queensland Muster event on 8 March in Brisbane, rounding up more than 150 trade, media and industry reps for a meet-and-greet with 55 exhibitors from remote regions of Queensland.
Outback Queensland Tourism Association Chair Andrew Martin, who is also the Mayor of Blackall-Tambo Regional Council and a fourth-generation woolgrower, said the vast region spans 1 million km2 and makes up about 70 per cent of the state.
“We’re bringing the bush to the city,” he enthused. “Around 70 per cent of visitors to Outback Queensland come from South-East Queensland so we’re thrilled to showcase the wide range and diversity of products we have to offer.”
Advisors were able to chat with product suppliers representing more than 50 different products from First Nations fashion to spirits and liquors and from quirky events (Dunny Derby, anyone?) to historic museums, including everyone’s favourite: dinosaurs.
The Outback Queensland Muster also marked the launch of a brand-new, glossy 116-page 2023 Traveller’s Guide, which will also be available online, and hosted the first-ever awards night.
Excellence Award Winners
The 2023 Excellence Award winners were announced on the night with Robyn Stephens (Outback Festival Winton) taking out the Vince Evert Memorial for Outstanding Contribution in Tourism.
Quilpie Visitor Information Centre was the recipient of the Best Visitor Experience award, while Corey Richards (Eromanga Natural History Museum) received the Young Achiever Award.
Outback Pioneers won the 2023 Social Media Legend award for its four-week campaign that showcased the journey of the Pride of the Murray paddler from Victoria to its new home near Longreach.
New in the Outback
Outback Queensland Tourism Association CEO Denise Brown said the region received a massive influx of domestic tourists during the pandemic and while numbers are expected to drop off with the international travel rebound, travellers are now staying longer and spending more in the regions.
“We experienced a huge boost in tourism during and since COVID, including a lot more interest from our family market,” Ms Brown said.
“Traditionally, it’s always been a caravan and retiree market however, families have come out to discover their heritage and family connections and see what the museums, dinosaurs and the art trails are all about.”
While Australia’s Dinosaur Trail is the region’s biggest drawcard, Ms Brown said visitors are also discovering new and authentic experiences in Outback Queensland.
“The wellness experience, such as outback bathing under the stars, is becoming a big thing, and people are really seeking that Indigenous connection so we’ve brought in a lot of Indigenous songlines into the curation of our wonderful museums,” she said.
“Interestingly, most of our museums, guided tours and walks have an Indigenous element and through the interpretation of guided walks and curation of the museums, every single operator has adopted that connection back to Country.
“Our museums are also second-to-none with many refurbished, replenished and re-curated just before COVID.”
Must-attend event
Ms Brown said the Outback Queensland Muster, now in its third year, has grown exponentially from 55 attendees to 150 travel trade, media and industry figures in 2023.
“This year’s Muster was a roaring success, where we officially launched this year’s tourism season and the 2023 Traveller’s Guide, while also celebrating our Excellence Awards,” she said
“We had a total of 55 operators in attendance, excited to showcase their incredible offerings to prominent figures in the industry.
“We announced the 29 exciting new, must-see experiences and events on offer this year, from the new Outback Rail Adventure in Longreach to Cunnamulla’s River Lights Festival – there’s even more reason to visit Outback Queensland.”
For more info, head to outbackqueensland.com.au
