Tourism Queensland - Trent Roberts

Disciplines:
Website Design
Design Systems
UX/UI
eDM Design System

TourismQueensland

Attracting over half a million visitors monthly, designing this website became a cornerstone of Queensland’s global marketing strategy. While targeting Queenslanders for immediate holiday bookings, it also appeals to interstate and international markets in the early 'dreaming' phase with a world-class platform for trip planning.

The site offers an immersive experience, seamlessly connecting destinations, activities, accommodations, deals, and events. Its component library features interactive maps, road trips, articles, tips, personal bookmarks, and advanced search tools—has been meticulously user-tested to deliver a traveler-centric experience.

Discovery

During the discover phase, our team engaged with travellers through focus groups and interviews to map the various behaviours and emotions when it comes to defining their next holiday. From the “dreaming” stage down to “planning”, “booking” the actual experience and “sharing”.

Key findings helped form the foundation of the platform, starting by defining the ecosystem role which reinforced TEQ communication strategy for each audience segment. Our research highlighted that a majority of travellers define their next holiday by the type of experience they seek before they consider a specific destination. A majority of participants revealed a clear aspiration to receive recommendations for ‘off the beaten track’ adventures and ‘only-relevant-to-them’ tips so their holidays were set up to be more enjoyable and memorable.

The Power of Search

The navigation tested with users revealed to be a critical part of the experience. Adapting to user’s aspiration to explore content in their own way; by experience, destinations, audience type or through a custom designed search component. Search was a great focus of ours, so we could deliver a fast, accurate and relevant search in record time.

Personalisation

With such a vast volume of content and diverse components to discover, it was essential to make the experience as intuitive as possible, so all users, independently from their digital savviness could equally enjoy queensland.com.

Throughout the site, the bookmark feature allows users to “heart” what they like, progressively building their very own travel journey and schedule. Users can then send that list to their own email address to access at a later stage or when travelling. The “holiday finder” provides tailored suggestion of experiences and activities based on each user’s aspiration.

Results

The result culminates in a beautiful and immersive cross-channel experience exemplifying the richness of Queensland, where each visit is unique based on the user. Our mobile first approach allows travellers to experience the best of queensland.com from any device, regardless where they are in their travel lifecycle. The fresh design embraces large imagery, video content, playful icons, exploratory tile carousels and maps, making the visual experience truly a place to dream with ease.

16,000+ pages of travel content with 90 custom components

Website visits increased to over 10M annually

Strong engagement with average website visit duration of 7+ minutes

Ranked among the Top Australian tourism websites

Protected: OMA

Colonial First State

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