Bold New Tourism Brand for Central Queensland Highlands

Posted: 31st Jan


It’s a bold new beginning for the Central Highlands’ tourism brand.

The Central Highlands as a tourism destination has been re-named Central Queensland Highlands, with the tagline ‘Explore More’. There is also a new logo and colour palette reflecting the region’s diverse landscape, and a social media hashtag #exploreCQH.

The changes relate only to tourism and the Central Highlands Development Corporation (CHDC) name remains unchanged.

The new brand story was launched at last week’s Tourism and Events Forum, presented by CHDC and will be rolled out ahead of the 2021 tourism season.

CHDC Tourism Development Coordinator Paul Thompson calls it a watershed moment for the local tourism industry.  

“The brand story overcomes what have been major challenges in promoting the Central Highlands region for a very long time,” he says.

“That is, the name Central Queensland Highlands instantly tells the tourism audience our geographical location and sets us apart from other locations around the world that are called Central Highlands.

“Also, the ‘explore more’ tagline draws into a unifying, core message the many experiences the region has to offer and it’s a direct invitation for visitors to extend their stay.”

The initiative is the result of extensive industry and community collaboration by CHDC and is the first priority project of the Central Highlands Visitor Economy Strategy 2020-22 (CHVES).

The brand story will be at the heart of all tourism marketing by CHDC and a toolkit will be available later this month on for local tourism businesses to incorporate in their own marketing.

“It’s about strength in numbers – if we can all embrace and deliver the same message, it’s going to make a huge difference in building brand awareness and putting us front-of-mind when people are planning a holiday,” Mr Thompson explains.

The new brand story comes at an opportune time.

“With many parts of the word still grappling with COVID-19, there’s no sign of our international borders opening so this brand story will help step up our game in the thriving – but competitive – domestic tourist market.”

The forum also launched a new regional events platform, another priority project of CHVES to keep tourism operators updated on future events so they can plan, collaborate and cross-promote accordingly.

CHDC holds the annual forum to bring together tourism operators, industry representatives and event organisers to discuss the future of tourism and how to work together to grow the industry.