IITOQ
A website rebuild for the peak body for Indigenous tourism operators in Queensland, bringing its story, membership drive, online application pathway and searchable member directory together on one site.
A stronger digital foundation for Indigenous tourism
Songlines Digital worked with Independent Indigenous Tourism Operators of Queensland (IITOQ) to rebuild its website and support its new membership drive. The project brought together clearer messaging, membership pathways and a dedicated member directory, creating a digital home designed to support both the organisation and the businesses it represents.
Outcome: Membership information, an online application pathway, a searchable member directory and support services brought together on one site, with messaging for operators and for the organisations seeking to work with them.
Challenge
IITOQ supports Indigenous tourism operators to build sustainable businesses, strengthen industry connections and protect cultural integrity. Its website needed to communicate that purpose while giving people practical ways to get involved, whether they were an operator considering membership or an organisation looking to work with Indigenous businesses.
Goal
To bring those needs together in a website that tells IITOQ's story, explains the value of its network and supports the next step from interest to participation.
Result
The rebuild brings IITOQ's story, membership information, application pathway, directory and support services into one connected website. It provides a practical foundation for the organisation's membership drive and for developing its online member network.
More than a website refresh
IITOQ supports Indigenous tourism operators to build sustainable businesses, strengthen industry connections and protect cultural integrity. Its website needed to communicate that purpose while giving people practical ways to get involved, whether they were an operator considering membership or an organisation looking to work with Indigenous businesses.
Our focus was to bring those needs together: a website that tells IITOQ’s story, explains the value of its network and supports the next step from interest to participation.
Bringing culture, content and structure together
We rebuilt the website around IITOQ’s work, membership and regional framework, giving its different areas of activity a connected place online. The content reflects IITOQ’s five Regional Dreamings: Saltwater, Desert, Freshwater, Island and Rainforest. This provides a way to introduce the organisation’s regional approach while keeping connection to Country central to the story.
Giving people a clearer reason to join
To support the membership drive, we developed messaging that explains both what membership offers and why it matters. The focus extended beyond a list of inclusions to the value of business support, visibility, networking, advocacy and being part of a collective Indigenous tourism voice.
The website connects that information with clear invitations to join and a dedicated online application form. Prospective members can provide their business details and supporting information through the site for IITOQ’s review, creating a defined pathway from learning about membership to applying.
Creating a place for members to be found
The rebuild included a searchable member directory, establishing a dedicated space for IITOQ to showcase its membership network. Designed to support business visibility, the directory provides the structure for people to discover members alongside information about the organisation and its work.
We also developed messaging for businesses, government and other organisations seeking to engage Indigenous operators. This recognises both sides of the network: the businesses looking for opportunities and the people looking to connect with them.
The result
The rebuild brings IITOQ’s story, membership information, application pathway, directory and support services into one connected website. It provides a practical foundation for the organisation’s membership drive and for developing its online member network.
The purpose was not simply to give IITOQ a new look. It was to build a digital platform that supports the relationships, participation and visibility its work depends on.
Tamra and the Songlines Digital team created a website that reflects who we are and the Indigenous tourism operators we represent. Bringing our membership, directory and support services together has given us a stronger platform to connect with our members and grow our network. Tamra did such a wonderful job of bringing our story and culture together. We're so happy with our new website and have already had so many lovely compliments on it!
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