Queensland has unveiled a bold new global business brand designed to put the state on the world stage as the destination to invest, trade, study and work.
The QueensLand of Opportunity brand was officially launched on 26 August 2025 at Parliament House in Brisbane, attended by government and business leaders, trade representatives and stakeholders from across Queensland’s international network.
Developed by global agency Trade and Investment Queensland (TIQ) on behalf of the state, the new brand delivers a clear and unified identity for international business promotion.
While Queensland enjoys strong global recognition as a tourism destination, independent research commissioned by TIQ revealed the state’s business reputation was less well known.
The new brand has been designed to address that gap, giving Queensland a compelling voice on the international stage.
QueensLand of Opportunity branding.
Premier of Queensland David Crisafulli launches QueensLand of Opportunity
TIQ CEO Justin McGowan, Trade Minister Ros Bates, Premier David Crisafulli and TIQ Chair Daniel Gschwind.
The QueensLand of Opportunity branding on full display.
TIQ CEO Justin McGowan speaking at the launch of QueensLand of Opportunity.
Benefits QueensLand of Opportunity will bring
The QueensLand of Opportunity brand will:
- raise awareness of Queensland as a leading global destination for business and investment
- enhance international competitiveness by highlighting Queensland’s diversified economy, rich resource base, and skilled workforce
- support exporters, education providers and investors with a unified set of assets—prospectus, video and digital content—that will be shared across government and TIQ’s global offices
- leverage the Brisbane 2032 Olympic and Paralympic Games as a platform to strengthen Queensland’s global presence.
A platform for growth
From life-saving vaccines to sustainable agriculture breakthroughs, resource exports and international education, Queensland has the credentials and ambition to attract investment and talent. One in six Australian exporters call Queensland home, and one in five Queensland jobs are trade-related.
By positioning Queensland as a place “where doing business is as natural as sunshine,” the new brand captures the state’s economic strengths, lifestyle advantages, and opportunities for global partnerships.
Learn more about QueensLand of Opportunity or join the conversation with the QueensLand of Opportunity hash tag #QueensLandOfOpportunity