Chief Executive Officer – Queensland Country Tourism

Queensland Country Tourism (QCT) is the Regional Tourism Organisation (RTO) representing a diverse footprint across Southern Queensland, encompassing agricultural heartlands, emerging tourism destinations, and a rich tapestry of First Nations heritage. The organisation plays a pivotal role in marketing, advocacy, product development, and industry support, working closely with local operators, government bodies, and strategic partners. 

Recent achievements include a major rebrand and the development of a strong strategic platform. The organisation is now poised to elevate its presence and contribution to Queensland’s tourism landscape, with a clear focus on commercial sustainability, stakeholder engagement, and regional impact. 

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Recent achievements include a major rebrand and the development of a strong strategic platform. The organisation is now poised to elevate its presence and contribution to Queensland’s tourism landscape, with a clear focus on commercial sustainability, stakeholder engagement, and regional impact. 

• Brisbane 2032 Activation and Legacy 
  • With Toowoomba being an Equestrian Host City QCT is preparing to leverage the Brisbane 2032 Games, particularly in Toowoomba. 
  • The organisation is already engaging stakeholders and developing strategies to maximise the Olympic opportunity, with a 7-year horizon for activation and legacy planning.  
• Destination 2045 Alignment 
  • QCT is aligning its regional strategy with the Queensland Government’s Destination 2045 plan, ensuring long-term relevance and funding alignment. 
  • The CEO will be expected to understand and integrate this broader strategic framework into regional planning and advocacy. 

Destination 2045

• Regional Brand Elevation 
  • QCT completed a major rebrand following extensive stakeholder consultation. 
  • The next phase involves amplifying the brand, increasing visibility, and positioning the region as a more significant contributor to Queensland’s tourism economy. 
• Industry Capacity Building 
  • QCT plans to continue offering training and capability-building programs for operators, especially small businesses. 
  • These are typically grant-funded and focus on improving product quality, marketing, and business sustainability. 

Regional Diversity 

• QCT represents a vast and varied region, unified by its strong agricultural identity. 
• The footprint spans from the southern border to the northern reaches of Southern Queensland, including Toowoomba, Lockyer Valley, and other local government areas. 
• The region is rich in natural beauty, First Nations heritage, and emerging tourism experiences, but is often under-recognised at the state level. 

Games Momentum 

• Toowoomba is confirmed as the equestrian host city for the Brisbane 2032 Games.. 
• This presents a strategic opportunity to elevate the region’s profile, attract investment, and build lasting tourism infrastructure. 

Strategic Alignment 

• QCT is aligning its work with the Queensland Government’s Destination 2045 strategy, aiming to grow its contribution to the state’s tourism economy and ensure long-term relevance. 

Funding Reliance 

• The organisation is currently heavily reliant on government funding, which is seen as unsustainable. 
• There is a clear directive to diversify income through: 
• Fee-for-service offerings 
• Membership growth 
• Commercial partnerships 
• Grant acquisition 

Staff Retention & Structure 

• QCT has experienced high staff turnover, impacting momentum and consistency. 
• Contributing factors include: 
• A workforce skewed toward part-time roles 
• Recruitment focused on lifestyle rather than career progression 
• Lack of succession planning and role clarity 
• The organisation is reviewing its structure to build a more sustainable and high-performing team. 

Data & Insights Capability 

• Members and stakeholders rely on QCT for tourism data and analytics, but this capability has been inconsistent. 
• There is a need to improve data collection, interpretation, and communication to support decision-making and demonstrate value. 

Strategic Execution 

• While there is no shortage of ideas, the challenge lies in operationalising strategy—turning concepts into action. 
• The CEO must be able to lead strategic conversations, build partnerships, and drive implementation. 

Stakeholder Engagement 

• The region includes 5–7 local governments, each with unique priorities. 
• The CEO must navigate complex stakeholder relationships, including state and federal government, industry bodies, and community groups. 
• Political neutrality and diplomacy are essential, especially in a changing political landscape. 

Industry Capacity Building 

• Many operators are small businesses or sole traders who need support with marketing, product development, and business skills. 
• QCT plays a key role in training and capability building, often funded through grants. 

Reporting to the Board, the CEO will be responsible for: 

• Strategic leadership – driving the implementation of the strategic business and operations plans, aligning with state and federal tourism strategies. 
• Olympics activation – leading QCT’s Olympic strategy, ensuring Toowoomba and the broader region are positioned for maximum benefit. 
• Stakeholder engagement – building and maintaining strong relationships across five to seven local governments, Tourism & Events Queensland, industry bodies, tourism operators, community groups and small business owners. 
• Commercial development and diversifying revenue streams beyond government funding through partnerships, fee-for-service offerings, and grant acquisition. 
• Team leadership – creating a high-performing, collaborative team culture, addressing staff retention challenges, and ensuring organisational capability. 
• Advocacy & representation, acting as the face and voice of tourism in the region, presenting confidently across media, government, and industry forums. 
• Operational excellence, overseeing financial management, marketing, product development, and organisational governance. 

Overview of Duties

The ideal candidate will be: 

• Commercially savvy with the ability to identify and pursue new revenue opportunities, with a strong understanding of business development. 
• Strategic & visionary, capable of translating ideas into action and aligning regional goals with broader tourism strategies. 
• Olympics-Ready – energised by the opportunity to lead the region into the Olympic spotlight and beyond. 
• Diplomatic & apolitical, skilled in navigating political landscapes and building bipartisan relationships. 
• Engaging, inspiring, and a natural communicator who can energise teams, stakeholders, and communities. 
• Regionally connected and passionate about Southern Queensland Country, ideally with experience in regional tourism, and committed to living and working in Toowoomba. 
• Experienced in Government relations with proven ability to work with state and federal government bodies, advocate effectively, and manage complex stakeholder environments. 

When submitting your application, ensure your application includes: 

• An up-to-date resume (in Word format) 

• A covering letter (in Word format) outlining your interest and expertise relevant to the role 

Submit your application quoting reference number KJCEQC to apply@windsor-group.com.au. For more information, please contact Kaye Jeffers on 07 3211 0001. Your application will be acknowledged by email within one business day. 

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