A unified HubSpot platform now powers QTIC’s membership, accreditation, engagement and communications - replacing fragmented, manual systems with a seamless, people-centred digital experience. The transformation gives QTIC the clarity, confidence and scalability it needs to support Queensland’s tourism industry as it accelerates toward the Brisbane 2032 Olympic and Paralympic Games, fulfilment of the State Government’s 20-year tourism strategy, the Destination 2045 Plan, and beyond.

Following on the success of its new website delivered by Integral in 2024, QTIC continued its partnership with us to modernise and simplify the way it manages membership, accreditation, communications and engagement. As the peak body for Queensland’s visitor economy, QTIC needed a platform that matched the scale and pace of its work - one capable of bringing together multiple disconnected systems, reducing manual effort, and giving staff and members a smoother, more delightful digital experience.

What began as a re-platforming from an outdated system quickly evolved into a full transformation of QTIC’s marketing, membership and accreditation ecosystem - unifying everything into one connected solution. Working side-by-side with QTIC’s teams, Integral implemented HubSpot as an integrated CRM, content management system, marketing automation, membership and eCommerce platform, all delivered through a secure, centralised environment tailored to QTIC’s needs.

One Platform, Many Moving Parts, Now Working Together: Prior to the project, QTIC’s operations relied on manual, disconnected processes that each did part of the job, often requiring staff to stitch together information by hand. Member data lived in one place, accreditation in another, and communications across several additional tools. This made reporting complex, slowed down onboarding and renewals, increased the chance of error and added friction to everyday tasks.

The new HubSpot-powered solution changed that landscape. QTIC now manages everything from membership and training programs to events, communications, accreditation processes and secure member portal content in a single, coherent platform. Integrated invoicing and payments through Xero and Stripe brought the final piece together, creating one source of truth across all stages of a client or member’s journey with QTIC.

Designed for People, Not Systems: A major focus of the work was ensuring the new platform felt intuitive and accessible for QTIC staff, not just technically robust. Training, hands-on configuration workshops and tailored documentation gave teams the confidence to manage the system independently. As QTIC’s CEO noted, the new approach has removed IT bottlenecks and made information and reporting easier for everyone across the organisation.

Members also benefit from a cleaner, more consistent digital experience. Whether renewing, logging into the member portal, registering for training, managing accreditation or browsing resources, everything now connects seamlessly.

Supporting an Industry That Never Stands Still: The tourism sector is dynamic, seasonal and continually evolving, especially in a state as diverse and decentralised as Queensland. QTIC now has a system that supports that pace: flexible workflows, real-time visibility of member activity, and a scalable architecture that can grow as the industry moves toward major opportunities such as Brisbane 2032 and Destination 2045 Plan.

For Integral, this project reflects what we do best: simplifying complexity, connecting systems, creating delightful experiences and giving organisations the confidence and tools they need to serve their communities with clarity and impact.