Published on
November 13, 2025
In an effort to enhance the online presence of its main tourism website, Queensland.com, Tourism and Events Queensland has awarded Jaywing the task of maintaining its SEO strategy. The collaboration seeks to further increase the website’s visibility and performance, showcasing its diverse attractions to potential visitors, both in and out of the country.
Queensland.com is the centralized hub for all things tourism in the state, with over 12 million visitors annually. It is a one-stop shop for travelers, housing the most comprehensive guide to the state’s tourism experiences, events, and itineraries, among others. With a focus on SEO, TEQ wants to attract even more visitors, building awareness of Queensland’s unique experiences, natural beauty, and cultural events.
New SEO Strategy to Expand Reach and Impact
Through this strategic partnership, Jaywing will focus on improving organic search rankings and overall traffic to Queensland.com. Their efforts will include generative engine optimization (GEO) and digital public relations (PR) to increase the website’s authority and reach. The goal is to support TEQ’s major marketing campaigns and maximize the impact of online initiatives to reach both domestic and international audiences.
The partnership was secured after a competitive pitch process, emphasizing Jaywing’s strong track record in SEO and digital marketing. Jaywing’s experience will be pivotal in driving the next phase of Queensland’s tourism growth, helping the state compete effectively in a competitive digital landscape.
Jaywing’s Proven Expertise in Digital Marketing
Jaywing has earned its reputation as a leading digital performance agency through successful campaigns with brands like Myer, New Balance, and Crocs. Their expertise in organic search strategies and digital PR will play a crucial role in transforming Queensland.com into a globally recognized tourism portal.
This announcement follows Jaywing’s recent expansion after its acquisition by Merchantwise Group, one of Australia’s fastest-growing marketing and media companies. This strategic move will enhance Jaywing’s capabilities to deliver even more effective marketing campaigns, particularly in the travel and tourism sectors.
Elevating Queensland’s Online Tourism Marketing
The Queensland.com website is critical for driving traffic to the state’s tourism industry, which is a major contributor to Queensland’s economy. With TEQ’s guidance and Jaywing’s SEO expertise, the platform will continue to serve as a key resource for travelers, offering up-to-date information on the state’s best destinations, attractions, and events.
As part of this multi-year partnership, Jaywing will lead a holistic SEO campaign, ensuring that Queensland’s digital presence is optimized to its fullest potential. This means more global exposure for Queensland’s iconic landmarks like the Great Barrier Reef, the Daintree Rainforest, and Gold Coast beaches, as well as its vibrant cities, cultural festivals, and outdoor adventures.
A Vision for Continued Success in Digital Tourism Marketing
This new partnership marks an exciting new chapter for Queensland’s online tourism efforts. Poised for ongoing growth, with Jaywing leading the way in SEO, the state is in a strong position to continue welcoming travelers from across Australia and beyond. Their work will support the broader strategy of TEQ in showcasing Queensland as one of the most desirable and sustainable tourist destinations in the world.
This partnership is in line with Queensland’s long-term strategy of achieving growth in tourism yield by driving sustainable travel options and experiences. By making Queensland.com the go-to resource for travelers, TEQ and Jaywing are setting the stage for the state’s tourism sector to thrive in an increasingly competitive digital space.
