Destination Q is a strategic initiative focused on the growth of the state’s tourism industry. Created in 2000 as a partnership between Tourism and Events Queensland (TEQ), the Queensland Tourism Industry Council (QTIC) and Qld Government, it set about achieving a $30bn tourism target by 2020.
In order to reach this target, Destination Q were looking for an innovative and interactive way to report on the industry’s progress.
JSAcreative designed and developed an online reporting site that allowed users to explore tourism data in new and innovative ways. The twenty year tourism target data could be viewed and trend data explored.
Specific tourism region data could be accessed via interactive graphs and charts which gave users the ability to explore current and projected results based on trend data for visitation, expenditure and average length of stay. Users could also unpack this data further to explore across interstate and international visitors. In order to help specific tourism regions assess their performance, all of this data could be benchmarked against the state average.
Further interactive data was also available for hotel and airline capacity, economic contribution, digital uptake across the industry and employment figures.
Fully mobile adaptive, the site could be accessed from any device with unique views designed and developed for smaller screens without restricting user experience.
Incorporating the same look and feel that was conceptualised for digital, a stylish and modern printed booklet was developed to showcase the state of the tourism industry in Queensland for 2015.