Who’s behind the ‘Best of Queensland’ initiative?

Benchmarking is the new black according to the founders of online tourism hub, Tourism Tribe, which are the industry partners behind the Queensland Government’s new Best of Queensland Experiences program.

CEO of Tourism Tribe, Liz Ward, said the program is aimed at identifying products that consistently deliver a high-quality visitor experience and this includes the online experience they deliver. The program puts a sharp focus on building digital capabilities of Queensland’s tourism operators and is expected to assist the industry in improving its online presence.

“It’s great to see Queensland leading the way and taking this approach as a destination,” said Ms Ward.

“Through our work benchmarking local tourism regions across Queensland, we’ve gathered an enormous amount of data on tourism operators’ digital and social media presence and capabilities, benchmarking them against world’s best practice.

“We’ve drawn on our benchmarking experience and methodologies to partner with the Government on this groundbreaking marketing initiative and as a result, we will be able to guide Queensland tourism operators on where they need help to improve and where to focus their energy in the digital space.”

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Tourism Tribe will be delivering presentations on social media and online booking platforms to educate Queensland businesses on how to meet the benchmark standard required for the Best of Queensland campaign.  

“Gone are the days of having businesses fill out surveys so Governments and agencies can find out how they are tracking,” said Ms Ward.

“This data is already freely available through businesses’ online presences, online reputation platforms and social media sites.

“It’s now about taking it to the next level through the programs and resources that Tourism Tribe can provide. Through our assessment tools and learning resources we can actually give businesses a list of priority actions to get them moving in the digital space straight away.

“Importantly, our benchmarking is broken down into different categories of digital assets so we are able to provide destinations with a clear direction as to what areas of digital capability they should focus on.”

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