Trish joins Driving Brisbane to discuss the trends shaping the visitor economy, the role of innovation and collaboration, and the opportunities ahead for Brisbane and Queensland.

Your portfolio brings together tourism, environment, science and innovation – sectors that aren't always discussed in the same conversation. How do they work together to support Queensland's long-term prosperity?

It’s not the first time our portfolio mix has been referred to as unusual, but I’d challenge that. From my perspective, these sectors depend on one another and, by bringing them together, it allows us to protect the environment, strengthen our economy, and promote Queensland all at the same time.

Queensland's natural environment is one of our greatest assets. Healthy ecosystems, world-class national parks and the Great Barrier Reef are a significant part of our tourism economy, attracting visitors from around the world and supporting jobs in regional communities.

At the same time, science and innovation help us better protect and manage those natural assets. From reef and water quality monitoring to advanced data platforms and new technologies, innovation enables more informed decision-making and helps us respond to emerging environmental and economic challenges.

Tourism transforms these environmental and innovation investments into economic opportunities. By growing sustainable and ecotourism experiences, we can create jobs, support local businesses and encourage investment, while ensuring Queensland's natural and cultural values are protected for future generations.

Major events are increasingly about more than the event itself – they drive visitation, investment, global profile and community pride. How is Queensland thinking about events as part of its long-term economic strategy? And how important is collaboration with your local government partners, such as BEDA?

Major events are a powerful economic, community and lifestyle development tool for Queensland and Brisbane. While the event itself may only run for a few days or weeks, the benefits can be felt for years through increased visitation, investment, business activity, jobs and international exposure.

For example, the Royal Edinburgh Military Tattoo in February attracted 20,700 attendees, including visitors from across Australia and overseas and delivered more than $47.2 million in economic impact for Queensland, alongside 184,000 visitor nights.

That’s dinners at the local pub, business through local tils, and ultimately money in locals’ pockets.

Our focus is on leveraging events like these to showcase Queensland's unique strengths – from our tourism destinations and natural assets to our innovation capability and investment opportunities. Events create a platform to attract visitors, encourage repeat visitation, stimulate local economies and build Queensland's reputation as a great place to live, work, invest and do business.

We’re looking at how events can contribute to long-term legacy outcomes, including infrastructure development, destination growth, skills, community participation and economic diversification. Success is as much about attendance numbers as it is about the broader and lasting benefits delivered to Queensland communities and businesses.

Partnerships with local governments and organisations such as BEDA are absolutely critical to achieving those outcomes. Local partners bring place-based knowledge, strong connections with industry and communities, and a clear understanding of regional priorities and opportunities.

Destination 2045 places a strong focus on ecotourism and nature-based experiences. How do we grow tourism while protecting the natural assets that make Queensland and Brisbane so special?

There really is nowhere else like Queensland. We’re home to five World Heritage Areas which is more than anywhere else in Australia and we're the most biodiverse state in the country. And at the heart of Destination 2045 are Queensland's natural assets; our competitive advantage. The Great Barrier Reef, our rainforests, national parks, islands and unique wildlife are the very reasons millions of people choose to visit Queensland each year. They’re drawn to our unparalleled ecotourism offerings like the Wangetti Trail and Ngaro Track in the state’s north, and closer to Brisbane, the Springbrook National Park and Lamington National Park. If we want a strong and sustainable tourism industry, we must continue to protect and invest in our natural assets.

Growing tourism sustainably means focusing on the right experiences in the right places, supported by appropriate planning, infrastructure and environmental management. We're seeing growing demand from visitors for authentic nature-based and ecotourism experiences, and that presents an opportunity to grow regional economies while sharing all that’s great about our natural environment with the world.

The Government's investments in protected areas, visitor infrastructure, reef and catchment health, and ecotourism opportunities are all part of that approach, alongside a focus on protecting the environment, for example with five new wildlife hospitals. It means we are ensuring visitors can access and enjoy Queensland's iconic places while protecting their environmental and cultural values for future generations.

Partnerships are also critical. We work closely with Traditional Owners, local governments, Regional Tourism Organisations, tourism operators, conservation groups and communities to balance environmental stewardship with economic opportunities.

Our goal is to grow a tourism industry that supports jobs and regional prosperity while ensuring Queensland's natural assets are world-class for decades to come.

Brisbane and Queensland continue to attract record visitor spending and strong tourism growth. What trends are you seeing in the visitor economy, and where do you see the biggest opportunities for growth over the next decade?

We're seeing a visitor economy that is increasingly focused on value, sustainability and experience. There’s demand for authentic, memorable experiences that connect them with Queensland's people, places and culture. A good way to experience all Queensland has to offer is by camping in one of our many parks and forests and last year Queensland parks and forests hosted more than 1.1 million camping night experiences. Visitors are looking for experiences that immerse them in our natural environments.

Looking ahead, Queensland is exceptionally well positioned. Our greatest advantage is the diversity of experiences we offer, from world-class cities and major events to iconic natural and cultural attractions.

The Brisbane 2032 Olympic and Paralympic Games will be a once-in-a-generation opportunity to showcase Queensland to the world, but it's important to recognise that our ambition extends well beyond 2032. The focus is on building a long-term tourism legacy through improved infrastructure, enhanced destination experiences, stronger regional dispersal and a globally competitive visitor economy.

Looking ahead, one of Queensland's greatest tourism opportunities is encouraging visitors to see more of the state and stay longer. Our regions are home to some of Australia's most distinctive and memorable experiences. Realising this opportunity requires ongoing investment in tourism infrastructure, destination development and experience creation. That's why we're supporting initiatives such as the 'Outback Queensland: It's Something Else'  and ‘That Holiday Feeling Starts Here’ campaigns and promoting drive tourism to encourage travellers to explore the whole state.

At the same time, through the Connecting Queensland Fund, we're working with industry partners to secure more direct international and domestic flights into Queensland and to regional destinations, making it easier for visitors to explore more of our state and spend more time here. Already this focus has delivered seven new international aviation routes and 280,000 visitor seats annually.

Brisbane and Queensland are increasingly recognised as hubs for innovation and research. What developments in science, technology and innovation are you most excited about?

What gives me the greatest confidence is that innovation is no longer confined to laboratories or research institutions. We're seeing it across government, industry and communities, and increasingly in regional Queensland. Queensland also has a unique opportunity to lead in areas where we have natural strengths, including environmental science, tropical and climate research, agriculture, biotechnology and sustainable tourism.

And what's exciting is the way Queensland is applying technology and science to solve real-world challenges.

On the Great Barrier Reef, researchers are using drones, artificial intelligence and advanced underwater imaging to monitor reef health, detect coral bleaching earlier and support large-scale reef restoration efforts.

We're also seeing advanced data and digital technologies transform environmental management more broadly.

At the same time, Queensland and Brisbane are accelerating the transition to a more circular economy through investments in recycling innovation, battery recovery, resource recovery infrastructure and new approaches that turn waste into valuable resources rather than sending it to landfill.

You were a founding member of the Better Brisbane Alliance. What role does collaboration between government, industry and organisations like BEDA play in helping Brisbane compete on the global stage? For example, securing major events like NRL Magic Round to 2032?

The strongest outcomes come when government, industry and organisations like BEDA work together around a shared vision for the city's future. To see Brisbane come alive for the Magic Round weekend, and to know it will every year for the next six years, is proof of that. It was really exciting to see 148,000 fans inject about $50 million into the state’s economy. It’s just a taste of what to expect when Brisbane hosts the Olympic and Paralympic Games in 2032.

Partnerships like these help us attract investment, secure major events, grow tourism and showcase Brisbane and Queensland as great places to visit, live and do business. Events such as NRL Magic Round are a great example of what's possible when organisations align their efforts and work towards common goals.

As we look towards Brisbane 2032 and beyond, collaboration will be critical to ensuring major events deliver more than short-term economic benefits. The real opportunity is creating lasting legacies through jobs, investment, destination growth and pride in the Queensland story that will benefit the state for years to come.

You've held senior leadership roles across government, tourism and major projects. What have been some of the most important lessons you've learned about leading through periods of growth and change?

It starts with having a clear vision and bringing people with you on the journey. Growth and transformation can create uncertainty, so it's important that people understand the purpose behind what you're trying to achieve and how they can contribute.

I've also learned about the power of partnerships. The most complex opportunities and challenges can't be solved by any one organisation alone, so collaboration across government, industry and the community is really important.

Finally, it's important to stay focused on people - strong relationships and trust are fundamental. If you can combine a clear direction with genuine collaboration and a focus on people, you're much better placed to navigate change.

On a personal note

Best business/professional advice you were ever given?

Surround yourself with good people, they will be the key to success.

Best business book or podcast?

For a book, Diary of a CEO by Steven Bartlett – it's simple, clear messaging.

Favourite Brisbane bar or restaurant?

I don't have a favourite, but the best would be anywhere on the water and at sunset.

A friend is visiting Brisbane for the first time. How do you spend the day with them to showcase the best of the city?

It would always be on the water. If on a Saturday, I'd start with a Park Run, or a relaxed walk along the Brisbane River from Kangaroo Point through South Bank. It’s an easy way to soak up the city’s lifestyle and that strong connection to the water. From there, we’d grab a coffee from one of Brisbane’s great cafés and wander over to somewhere like QAGOMA or the Queensland Museum - Brisbane’s arts and culture scene always seems to pleasantly surprise first-time visitors.

Then I’d head up to Mount Coot-tha for the views across the city and, if there’s time, dip into somewhere like D’Aguilar National Park. One of the things I love about Brisbane is how quickly you can shift from the city into nature. It really sets it apart.

We'd wind up the afternoon with a long lunch, again somewhere on the water, then to a rooftop bar for sunset.