TRC Tourism was engaged by the Cape York Partnership to deliver an experience development framework for the area. Cape York is a major wilderness area in far northern Queensland, rich in First Nations heritage. The Great Dreaming Track project is set to transform Cape York into a cultural destination, focusing on sustainable tourism and cultural experiences. This initiative includes developing a drive journey with storytelling sites and digital storytelling, unique accommodation options like cultural campsites, and a range of authentic cultural experiences. A sustainable business model is planned, aiming to boost local employment and tourism, especially in anticipation of the 2032 Brisbane Olympics. The project’s success will hinge on increased visitor engagement with Indigenous culture and the economic upliftment of local communities.