Investment 3 min read

Queensland’s “Destination 2045” Strategy Eyes Major Sports Events Growth

Written by MOS Editorial Team

Published on 3 June 2025

Queensland wants to emerge as Australia’s leading destination for sports tourism, boosted by the momentum generated from the upcoming 2032 Olympic and Paralympic Games.

The state’s “Destination 2045″ plan lays out an innovative vision designed to attract premier sporting events, enhance regional economies, and establish Queensland as a front-runner in the global sports tourism sector.

Emphasising the importance of sports tourism in driving economic growth and creating a lasting legacy for the state, Premier of Queensland, David Crisafulli, said: “With the 2032 Olympic and Paralympic Games on the horizon, we have an unparalleled opportunity to create a global legacy well beyond the closing ceremony.”

“Tourism, especially sports tourism, is central to our promise of a brighter future, showcasing the incomparable beauty, culture, and spirit of Queensland,” Crisafulli said.

Minister for the Environment and Tourism, Andrew Powell, added: “We want Queenslanders to reap the benefits for generations to come.”

“By attracting world-class sporting events and supporting homegrown initiatives, we’re not just growing our economy, we’re creating vibrant experiences that bring people together and showcase the best of our state,” Powell said.

The transformative use of Olympic venues to host major events that will capture international interest. Upcoming high-profile events such as the British and Irish Lions Tour (2025), AFC Women’s Asian Cup (2026), UCI BMX Racing World Championships (2026), and the Men’s Rugby World Cup (2027) are already scheduled.

These gatherings aim not only to showcase Queensland’s exceptional facilities, but also to familiarise athletes with local conditions in preparation for the Games.

A coordinated government approach will ensure these events invigorate regional economies while maximising the utilisation of Olympic infrastructure.

The plan also emphasises the importance of cultivating local sporting events through the Queensland Destination Events Program.

By backing homegrown events, the government seeks to foster community pride, attract visitors from both within and outside the state, and invigorate local economies.

These events will spotlight the distinct lifestyle and culture of Queensland, creating a rich and diverse sports calendar that appeals to both domestic and international attendees.

To optimise the execution of major sporting events, the government intends to modernise legislation, particularly by reviewing the Major Events Act 2014, this effort will streamline processes for event organisers and ensure that Queensland remains an attractive location for prestigious events.

In addition, the 2032 Brisbane Olympics will serve as a launchpad for Queensland’s long-term sports tourism plans. The government is keen on leveraging the increased global awareness generated by the Games to ensure Queensland becomes a favoured choice among international travellers.

Marketing initiatives following the Games will focus on converting this brand recognition into sustained interest, securing Queensland’s status as a premier sports tourism hub for years to come.

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