Central Highlands Development Corporation (CHDC) has appointed tourism marketing specialist and travel writer Zoe Macfarlane as Visitor Economy Coordinator, tasked with implementing the region’s Visitor Economy Action Plan 2025–2028.
Appointment brings destination marketing background to regional Queensland
Based in Emerald, Macfarlane will lead work to grow the Central Queensland Highlands as a visitor destination, with a background spanning marketing, product and business development roles at JUCY, Adventure World and 1Cover, alongside travel writing for tourism publications and operators. She replaces Roger John, who has retired from the role.
CHDC chief executive Peter Dowling said Macfarlane’s combination of destination storytelling and tourism industry experience would support the region’s marketing and industry engagement efforts. “She understands what makes a place compelling to travellers, but she also understands what media and industry need to tell those stories well,” Dowling said.
Role supports regional destination growth plan
CHDC’s Visitor Economy Action Plan 2025–2028 sets out five priorities: strengthening the region’s brand story, driving year-round visitation, developing new experiences, building industry capability, and increasing collaboration and investment. The Central Queensland Highlands’ key attractions include Carnarvon Gorge, the Sapphire Gemfields and Blackdown Tableland.
For tour operators and agents selling regional Queensland product, the appointment signals continued investment in destination marketing for the Central Highlands, with Macfarlane positioned as a direct industry contact for story opportunities, product development and destination information as the region works to lift visitation.
