Strategic Direction

The Tropical Tablelands Tourism Strategic Plan 2019 – 2024 is a progression from the 2014 – 2018 Strategic Plan.

The purpose of the strategy is to continue to serve as a guide for tourism development and destination promotion for the next five years and clearly defines the yearly priorities for the organisation to deliver to ensure the best possible outcomes are reached for the industry.

The strategy is reviewed annually together with regional, state and national strategies and initiatives. Amendments are made accordingly to ensure the Atherton Tablelands tourism industry remains pro-active and leveraging from global opportunities.


  • Annual production of Discover Atherton Tablelands Visitors Guide
  • Annual distribution of 100,000 copies of Discover Atherton Tablelands Visitors Guide
  • Development of the web publication of Discover Atherton Tablelands Visitors Guide
  • Travel Guide APP
  • New Destination website launched 2018
  • Ongoing social media activity showcasing the destination
  • Ongoing blogs and articles showcasing the destination 
  • Project Partner: Gulf Savannah Development Australian Small Business Advisory Service
  • Destination showcase at Brisbane, Sydney and Melbourne Caravan and Camping Shows
  • Destination showcase at Representation at Cairns Show
  • Destination showcase at Townsville Show
  • Mobile Billboard initiative
  • Cycle Queensland Rest Day Tour Packages
  • Project Partner: Ride Cairns TNQ project
  • Project Partner: Drive North Queensland project
  • Development of Drive North Queensland App
  • Self-Drive itineraries
  • Discover Visitor Information Centre map
  • Inbound UpNorth
  • Themed Trails initative and publication
  • 90 days Downunder Famil
  • Bookeasy reservation platform 
  • Inkind support for: Taste of the Tablelands event
  • Host partners with local Chambers for industry and business workshops
  • “Tourism Talk” monthly newspaper column
  • Industry representation
  • Domestic Trade Engagement
  • International Trade Engagement
  • Event promotion
  • Provision of letters of support