Delivery of an AI-Optimised Website for Tourism and Events Queensland

⁠⁠⁠We are inviting proposals (technology platform & implementation delivery) for the transformation of TEQ's two primary digital properties. Both Queensland.com (Consumer Site) and teq.Queensland.com (Corporate Site).

This project represents a critical Ecosystem Shift - transitioning from treating Queensland.com as a final destination to an outward-first distribution model. Our goal is to ensure that rich, authoritative Queensland content is seamlessly ingested and cited by AI assistants like Gemini and ChatGPT, while maintaining market-leading performance in traditional search environments, with Queensland.com remaining the canonical “source of truth” for Queensland tourism. TEQ’s corporate site will also be in scope for this engagement.

The uplifted website is a key piece of TEQ’s refreshed digital marketing platform that will be increasingly enabled by AI and automation to deliver content output at scale – from analytics & data insights, to AI-enabled (and human reviewed) content generation, to automated-deployment into customer-facing environments (such as Queensland.com) and back to analytics, in a continuous, virtuous loop.

Background information / Compatibility requirements

Historically over 50% of traffic to Queensland.com came from Organic (Google) Search. During 2025, we experienced a 33% drop in Organic Search traffic to Queensland.com, with traffic shifting to AI environments such as Google AI Mode, Gemini, and ChatGPT. Critically we are yet to see our content being surfaced at a significant level within these AI environments, with low AI citation rates currently observed in key platforms such as ChatGPT. These changes erode our ability to control the narrative around Queensland as a destination and to promote the breadth of Queensland. TEQ must continue to inspire, drive consideration and aid conversion across Queensland, but do so in a world where content discovery is increasingly AI and algorithm driven

Queensland.com was built for a pre-AI, Google-centric internet - a funnel model capturing organic traffic, with conversion happening off-site on operator websites. By 2026, AI assistants are intercepting these queries before users reach us, fragmenting the journey and forcing a shift in the site's purpose. The website is still vital to Queensland's content strategy, but it's evolving from being the destination to being one of many channels powering discovery and credibility. The site now needs to serve two audiences: humans who need inspiration and utility, and AI systems that need structured, citable content to accurately represent Queensland in their responses. Our focus moves from traffic capture to content discoverability, canonical authority and AI citation readiness - optimising for both web search and Large Language Models (LLMs) through clear structure and entity-first modelling.