About OQTA

The Outback Queensland Tourism Authority is a membership based organisation responsible for marketing and promoting the region to target markets on behalf of the local tourism industry, businesses, communities and local government within the region.

Irrespective of type, location and resources, regional and local tourism organisations exist for five main reasons:

1. To encourage increased visitation;
2. To extend length of stay;
3. To maximise spending;
4. To ensure visitors experience a high level of satisfaction with the product, services and experiences offered in the area; and
5. To encourage sustainable tourism development, thereby generating increased economic, employment and other benefits for the community.

While the size and stage of destination development and focus of activities will differ between RTOs, they all carry out four core responsibilities:

1. Destination marketing activities (international and domestic).
2. Destination development activities (product development/infrastructure development).
3. Communication and education initiatives to assist with industry development at the regional level.
4. Provide leadership and represent the regional tourism industry.

The region encompasses the Local Government areas of Aramac, Barcaldine, Barcoo, Blackall, Booringa, Boulia, Bulloo, Cloncurry, Diamantina, Flinders, Ilfracombe, Isisford, Longreach, McKinlay, Mount Isa City, Murweh, Paroo, Quilpie, Richmond, Tambo and Winton.  There are currently 14 Regional Tourism Organisations (RTO's) recognised by the Queensland Government through Tourism Queensland.

As an 'umbrella' organisation, the regional body has the responsibility for marketing the destination as well as assisting in the management, leadership and planning for the future development of tourism infrastructure.  The key function of the RTO is to attract visitors to the Destination.  It is important for stakeholders to recognise that the majority of the activites will be undertaken outside of the region and therefore not highly visible within Queensland's Outback. 

These activities include advertising campaigns on television, radio, press and magazine co-operatively with industry partners or with Tourism Queensland.  Also attendance at many trade and consumer shows to promote the destination in identified strategic prime target markets.

Increasingly, the functions of the RTO are closely linked with regional and economic development organisations to ensure increased cooperation for the benefit of the regional community.  The RTO therefore is a focal point for all organisatons and individuals involved and interested in tourism and tourism-related matters.