Somerset’s new tourism strategy sets stage for 2032
Published on 28 August 2026
Through its new tourism strategy, Somerset is set to become known as South East Queensland’s destination for country lifestyle, agritourism and nature experiences. Pictured: Monique and Lea-Anne Mitchell riding the Brisbane Valley Rail Trail in Toogoolawah.
THE SOMERSET region is set to become South East Queensland’s retreat for authentic country lifestyle and nature-based adventure.
Located within easy driving distance of Brisbane, Toowoomba and the Sunshine Coast, Somerset showcases beautiful lakes and rural landscapes, quaint villages with unique charms, and Australia’s longest recreational rail trail, the Brisbane Valley Rail Trail.
With a goal of developing the region’s visitor economy leading up to the Brisbane 2032 Olympic and Paralympic Games, Somerset Regional Council adopted the Somerset Tourism Strategy 2026-2032 at its ordinary meeting on Wednesday, 26 August.
Somerset Deputy Mayor Helen Brieschke said the strategy would foster the development of tourism experiences to attract more visitors and events.
“Developing this strategy isn’t just a box-ticking exercise, it sets the goals and priorities for our tourism brand, Experience Somerset, and identifies opportunities for our region,” Cr Brieschke said.
“We want Somerset to be known as South East Queensland’s destination for country lifestyle, agritourism and nature experiences.
“We want to increase off-season visitation to ensure business sustainability and also increase the average visitor expenditure of day-trippers.
“We want to grow the number of experiences and accommodation across the region, and we want to support more Somerset tourism operators to achieve Best of Queensland Experience Program status.
“A major goal is attracting and securing signature events and increasing event attendance.
“It’s also important visitors can connect with Somerset’s nature and wildlife, enabling a deeper connection and appreciation for our environment.”
The strategy identifies tourism opportunities to ensure growth for the region that align with the Queensland Government's Destination 2045 plan, Queensland Country Tourism's Destination Management Plan and the 2032 Brisbane Olympic and Paralympic Games.
Queensland Country Tourism CEO Sally Scott congratulated Somerset Regional Council for adopting its new strategy.
“This strategy ties in nicely with Queensland Country Tourism’s Destination Management Plan, clearly setting out the attractions for the region, focusing on agritourism, activating the waterways and positioning Somerset as an appealing destination for South East Queensland and beyond,” Ms Scott said.
“Capacity building, helping our businesses find the extraordinary in the ordinary and creating great agritourism businesses will be important for this region.
“Somerset is an important partner, and its close proximity to Brisbane is absolutely key as part of a broader Queensland Country experience.”
The Somerset Tourism Strategy can be found on Council’s website: somerset.qld.gov.au/Tourism-Strategy