ONE of the brains behind the blockbuster 'Best Job in the World' campaign will be in Toowoomba on Thursday to lead a tourism industry forum with local operators.

The forum will also serve as an opportunity for Southern Queensland Country Tourism to announce an exciting proposal to take SQCT on tour to Canada next September. 

Michael Branagh, who joined Tourism and Events Queensland (TEQ) earlier this year as Executive Director of Global Marketing, said the Conversations with Industry - SQCT forum provided a valuable opportunity to gain first-hand insights from local operators into the region's tourism sector.

"Our research has shown that travellers want more than just sight-seeing, they want to immerse themselves in local culture and experiences," Mr Branagh said.

"With so many unique Queensland experiences, the Southern Queensland Country region is a vital segment of the state's tourism industry. Insights provided by the sector will prove important for TEQ moving forward.

"At TEQ we are focused on driving visitation to the state by marketing and promoting our world-class tourism offering and Southern Queensland Country will continue to be a key part of that strategy.

"I have no doubt the conversations we have on Thursday will help drive visitor numbers even higher."

The forum at Preston Peak Wines is one of a series being held throughout the state connecting representatives from SQCT and TEQ with local operators.

SQCT CEO Mary-Clare Power said Mr Branagh would be joined at the event by TEQ group executive, destinations and global partnerships, Rick Hamilton, and several other industry leaders.

"It's an important opportunity for local operators to pick the brains of experts in digital tourism, international markets, events and other areas to discover how our region fits into TEQ's broader state-wide strategy," Ms Power said.

"We'll be discussing plans for the year ahead and announcing an exciting proposal to take Southern Queensland Country on tour to Canada next September."

Ms Power said the event also provided an opportunity to brief local operators on SQCT's summer selfie campaign and encourage them to take part.

"We will be calling on visitors to post an image of themselves enjoying the summer weather at our waterholes, swimming pools, dams and rivers," she said.

"The campaign will showcase some of our spectacular scenery and will prove that while we may be some distance from the beach, we still have plenty to offer as a summer getaway."

People will be asked to use #mysummerinsqc in their post with prizes available for the best photos in the campaign, which will be launched on Saturday, December 9.

Further information at www.southernqueenslandcountry.com.au/summer.