2026 My Queensland
TNQ Tourism Conference

An unmissable day of insight, energy and real-world inspiration, the 2026 My Queensland TNQ Tourism Conference brings together two powerhouse keynotes, global generational marketing expert Katrina McCarter and social media strategist Edwin Smith. Alongside leading industry voices from Tourism Australia, Tourism and Events Queensland, My Queensland, dentsu Qld, and industry experts. From international market trends and understanding how industry can better leverage Major and Business Events, to insights and fresh thinking on AI disruption, partnerships, and digital discoverability. The program delivers practical ideas and relevant takeaways for operators navigating the evolving tourism marketing landscape. With expert panels, specialist sessions and networking opportunities, the conference blends learning, connection and inspiration to help shape stronger marketing, sharpen strategies, standout socials and future-focused tourism businesses. 

EVENT DETAILS 

Date: Wednesday, 10 June 2026
Venue: Shangri-La, The Marina Cairns, Events Centre
Conference time: Full day from 10am – 5pm
Networking time: 5pm – 7pm 

COSTS 

Members $85 | Non-Members $140
Advance Cairns & Cairns Chamber of Commerce Members $85
Champion of Tourism Members receive 2 complimentary tickets per organisation, please email [email protected]  to book Champion tickets. 

INCLUSIONS 

Your registration includes a full day of conferencing with two keynote speakers, four expert panels and a series of additional specialist speakers sharing practical insights and learnings. 
Catering runs throughout the program, with arrival morning tea, all‑day tea and coffee, lunch, afternoon tea and canapés as the day transitions into networking. With a welcome networking drink. 
Trade tables are available across the event, offering opportunities to explore new products, meet suppliers and learn about emerging offerings. 

TRADE TABLES

 Connect with suppliers and see the lastest products at trade tables throughout the day.
Trade tables are available for Corporate Supporters of Tourism Members, spaces are limited book here.

 PROGRAM DETAILS  

Transformation in the Age of Disruption

Tailoring your message to the unique experiences, values and communication styles of different generations is the key to transformation in an age where disruption is the norm. The 2026 My Queensland TNQ Tourism Conference unpacks generational marketing with an insight from Fortune 100 corporate chief and global marketing expert Katrina McCarter and explores how to put the fun back into social media with Edwin Smith who has led campaigns for Survivor, The Voice and Love Island. 

In between, you will learn about the opportunity with Business Events, explore the region’s Major Events Strategy, hear the latest international market insights and discover the Tasting the Tropics food story. There will be updates from Tourism Australia, Tourism and Events Queensland, the Department of Environment, Tourism, Science and Innovation and Tourism Tropical North Queensland.  

TTNQ thanks our sponsors My Queensland Holiday, dentsu Qld, Cobber  & PayPal for making this marketing conference possible.   

SESSION ONE 

That Holiday Feeling with Tourism and Events Queensland 
 Kim McConnie, Group Marketing Executive, Tourism and Events Queensland

Kim will dive into the new brand platform that elevates Queensland’s stories and strengthens its place as Australia’s holiday state, provide the latest on TEQ’s campaign activity and share their Always On shift 

What’s ahead for 2026/2027 with Tourism Tropical North Queensland 
 Lani Cooper, General Manager – Marketing, Tourism Tropical North Queensland

Lani will unpack TTNQ’s marketing insights, highlighting key strategies and initiatives for 2026/27.  

The New Travel Playbook: How Different Generations Really Book  
Keynote Speaker – Katrina McCarter 

Katrina McCarter is an award-winning international keynote speaker, best-selling author and customer insight strategist specialising in generational behaviour. She has spoken across Australia, the US and Europe, sharing stages with Google, Facebook and Audible, and is a recognised media commentator on customer behaviour and business growth. 

Katrina will unpack how different generations use AI and digital tools to research, choose and book travel. She will share the distinguishing characteristics of each generation, their preferred channels and messaging, so you leave with a clearer picture of how to reach the travellers you most want to attract. 

Perceived Value, Partnerships and Packaging: Why Bundles Convert
Sponsor insights from My Queensland Holiday 
Rachel Walker, My Queensland Holiday, Head of Marketing 

How value perception, strategic partnerships and smart packaging are driving the resurgence of bundled travel products and accelerating conversion.

SESSION TWO

Digital Disruption and Discoverability  
Emily Eliot, Head of Content & Social Media, Tourism Australia  

A sharp look at how digital disruption is reshaping discoverability; from algorithm shifts to social search and the new rules of AI. 

Innovation in Collaboration 
Sponsor insights with dentsu Qld 
Rachel Knight, Client Partner, dentsu Qld
Emilia Ball, Integrated Client Lead, dentsu Qld 

Three trends redefining digital performance: smarter alignment and delivery, sharper creative targeting, in the new zero‑click world. 

BREAKOUT SESSIONS (choose 2 of 3) 

Major Events, More than a Spectacle  
Panel: Holly Barker, Program Leader – Major Events, Cairns Regional Council
Glenn Hardy, Senior Consultant, IER
Sarah Campbell, General Manager, Cairns Jockey Club
Darren Fox, Cairns Mountain Bike Club 

A discussion on the role of Major and Regional Events in driving regional outcomes, from economic impact and event development to alignment with the Major Events Strategy. The panel will explore how businesses can engage with Major Events to boost visitation, length of stay and broader regional benefits. 

Beyond the Function Room: The Business Events Opportunity  
Panel: Natalie Johnson, Manager – Business Events, Tourism Tropical North Queensland
Benjamin Boudaud, Operations Manager, Cairns Convention Centre
Janette Beedell, Events Director, TPM Events
Darren Barber, Owner Hospo Group, Wolf Lane

A discussion on how Business Events create value beyond the venue in delivering regional and community benefits, and the opportunities available for industry with practical ways to get involved in a fast evolving BE landscape. 

International Market Trends, Deep Dive  
Panel: Dave Atherton, Regional Manager, ATEC 
Lani Cooper, General Manager- Marketing, TTNQ
Leon Ellas, Managing Director, Australia and Worldwide Travel 
Michael Nelson, Managing Director, Pinnacle Tourism Marketing 

A look at the global tourism landscape, what’s shifting, what it means for Tropical North Queensland, and where the international market is heading in the ever-changing distribution environment. 

SESSION THREE 

Here to Help You Convert 
Sponsor insights from Cobber & PayPal  
Adam O’Malley, Customer Success Manager, Cobber
David Lao, Senior Strategic Partnerships, PayPal 

After hearing the latest insights on the international markets, generational marketing, and how to drive quality traffic and package demand, the next challenge is turning interest into action. This session looks at how a streamlined online checkout experience can help convert more visitors into paying guests.  

Tasting the Tropics, Our Food Story  
Panel: Jodie Scurrah, Editor, FNQ Media
Oliver James, Entrepreneur, Guyala, Caffiend, Tattooed Sailor Coffee Roasters
Lui Garozzo, Wholesaler, Entrepreneur, Salt House
Sergio Londono, Head of Coffee, Jack Murat Coffee

The session explores the paddock‑to‑plate journey, the people behind the region’s produce and dining, and the role food tourism plays in shaping the destination’s identity and experience, with a panel of local growers, producers, chefs, business owners, wholesalers and regional advocates. 

Putting the fun back into Social Media 
Keynote Speaker – Edwin Smith 
Edwin Smith is a social media strategist who’s led campaigns for Survivor, The Voice, Love Island, and more, and now runs The Social Sandwich, coaching businesses, brands, and creators to cut through the noise. A sought-after keynote speaker, he delivers engaging, practical sessions that leave audiences inspired to create engaging content and put the fun back into social media. 

Edwin will help move operators beyond static, polished photos to more compelling, personality driven content. He’ll reframe social media as an exciting space for experimentation, helping overcome disengagement and build confidence in using platforms creatively.

Networking Happy Hour 

Wind down with us on the Shangri‑La The Marina, Cairns balcony for a relaxed networking event with canapés, conversation and a chance to reconnect after a day of great speakers. 
With thanks to our Networking Event Sponsor, Cobber, your welcome drink is already taken care of; the perfect way to round out the day.

EVENT SPONSORS 

Major Event Sponsor – My Queensland Holiday 
My Queensland Holiday is part of the award‑winning Ignite Travel Group, Australia’s leading travel distribution platform. They create experience rich holiday packages across the state, combining hand-picked resorts with exclusive bonus inclusions such as room upgrades, resort credits, dining, local experiences and more. With decades of industry expertise, My Queensland delivers seamless, great value escapes that showcase the very best of the state for travellers seeking quality, ease and unforgettable experiences. 

Event Sponsor – dentsu QLD 
dentsu is a global leader in marketing, media and customer experience transformation, partnering with organisations to navigate complexity and unlock sustainable growth. With a presence in more than 145 countries and a 120‑year heritage of innovation, dentsu brings together world‑class capability across Media, Creative and CXM to deliver integrated, data‑driven solutions. Their network of specialist agencies helps brands connect with audiences in more meaningful ways, from strategic planning and digital transformation to creative storytelling and experience design. Focused on responsible growth and long‑term impact, dentsu supports clients across every stage of change in an increasingly dynamic landscape. 

Event Sponsor – Cobber
Cobber – your mates in travel tech, is an Australian-founded tourism tech provider helping tourism operators simplify bookings, distribution, and customer engagement through one connected ecosystem. Built by operators for operators, CobberX extends these capabilities globally through a single API that connects experiences and payments seamlessly. Through our partnership with PayPal, Cobber delivers a modern checkout experience designed for the tourism industry. Operators can offer travellers a wide range of trusted payment options including PayPal checkout, and Buy Now, Pay Later (Pay in 4). By combining tourism-specific technology with global payments expertise, Cobber and PayPal are helping operators unlock new revenue opportunities and create better booking experiences for travellers worldwide. If you’re joining us at the networking event, come say g’day and chat all things tourism tech, distribution, and payments. And of course, your mates at Cobber have your first drink sorted with a “Round on Us.”  The PayPal service is provided by PayPal Australia Pty Limited AFSL 304962. Please consider CFSGPDS before using PayPal.

Event Sponsor – nbn Local
nbn s the company behind Australia’s national broadband network, connecting millions of homes and businesses across the country. nbn Local designs, builds and operates the wholesale broadband network that underpins Australia’s digital economy. As the nation’s digital backbone, nbn Local enables Australians to work, learn, access essential services and stay connected with family, friends and communities. With a focus on innovation, reliability and sustainability, nbn continues to invest in network upgrades and digital inclusion initiatives, helping to power Australia’s future and support economic and social progress nationwide.