Tourism Queensland: Why Every Destination Needs a Permanent Address

Tourism Queensland: Why Every Destination Needs a Permanent Address

Queensland's tourism industry is worth $32 billion a year. The Great Barrier Reef draws visitors from every country on earth. And every one of these destinations has a digital presence. Almost none of it is permanent.

THE COST OF DIGITAL IMPERMANENCE IN TOURISM.

Tourism businesses are particularly vulnerable to domain loss. Many are seasonal. Annual domain renewals fall due at inconvenient times. Operators change. Businesses restructure. And the domains — the ones that carried years of SEO value, customer reviews and brand recognition — lapse.

"The Great Barrier Reef has been drawing visitors for ten thousand years. Its digital presence should last more than twelve months at a time."

Queensland is a world-class destination. Its digital addresses should be world-class too — permanent, distinctive, and as recognisable as the destinations they represent.