More than 100 people will gather at a conference in Toowoomba on southern Queensland's Darling Downs today to discuss the local tourism industry.
It is the first since tourism authorities on the Darling Downs, Granite Belt and South Burnett were merged to form Southern Queensland Country Tourism.
Chief executive Mary-Clare Power says it is vital local operators stay up-to-date.
"Too often we're always working in the business and not on the business and so we ...
one of the roles of the RTO [regional tourism organisation], and certainly for Tourism Queensland, is to help our industry with that education side of what their business is," she said.
"Now some of them are very good at it but there's always something new that you can learn." She says some operators have a lot to learn about how to use social media to boost tourism.
"Some people think, 'oh whack a Facebook page up and I'm active - I'm off and running' but then it's about how you use it," she said.
"It's evolving every day - whenever we run a course for industry on things like ...
digital marketing and social media they are oversubscribed.
"There's an absolute hunger out there from industry to learn more."