Leading with purpose: Tash Wheeler

Each year, International Women’s Day prompts reflection on representation, leadership and what still needs to change. For Natassia “Tash” Wheeler, leadership has never been about occupying a seat for its own sake. It has always been about service.

Now CEO of the Queensland Tourism Industry Council (QTIC), Tash leads one of the state’s most significant industries at a time of rapid growth and global opportunity.

Her leadership philosophy, however, was not formed in a capital city boardroom.

It was shaped in regional Queensland, including here in Moreton Bay and in the Whitsundays, where tourism is deeply personal and closely tied to community identity.

Grounded in regional Queensland

“Regional Queensland runs on people and relationships,” she says.

Watching the dedication of family-owned businesses and work driven by care instead of convenience changes the way she leads.

“Relationships matter. Consistency matters. And if you genuinely back your community, they will back you.”

That grounding now informs her work at a statewide level, particularly as Queensland looks ahead to Brisbane 2032 and the global attention it will bring.

The Brisbane 2032 opportunity

“Moreton Bay sits in a remarkably powerful position,” she says. “You have hinterland experiences, island adventure, coastal dining and nature-based tourism, all within easy reach of Brisbane Airport. Few regions nationally can match that accessibility combined with such diverse product.”

She believes the Olympic and Paralympic Games represent more than a surge in visitor numbers. The real opportunity lies in legacy. It is about elevating destination awareness, accelerating the right infrastructure and ensuring tourism remains central to long-term planning.

“Being close to Brisbane can sometimes mean tourism is seen as secondary to other development pathways,” she says. “If we want tourism to thrive, it must be deliberately championed.”

Leadership at work and at home

While she operates at the highest levels of industry advocacy, Tash’s leadership extends well beyond strategy documents and policy discussions. At home, she is raising three children, a responsibility she describes as both grounding and motivating.

With travel and long days part of the job, she is deliberate about how she spends her time at home. Each evening, they share the highlight of their day, a simple ritual that brings consistency to a busy life.

“It’s not perfect and I miss things sometimes,” she says. “But we focus on staying connected rather than striving for flawless balance.”

She is also clear that sustainable leadership is never a solo effort. A supportive husband, extended family nearby and a strong community network all play a role.

What still needs to change

When asked what still needs to change to make senior leadership more accessible for women, she is thoughtful but direct.

“We’ve made meaningful progress, but structural gaps remain.”

Women are more visible in leadership roles than ever before, yet many still feel they must prove themselves repeatedly in ways their male counterparts do not. Pay disparity persists across industries, and cultural expectations can influence how authority and conviction are perceived.

“We need to normalise strong, values-led female leadership,” she says. “Conviction and clarity should not be viewed differently depending on who delivers them.”

Importantly, she frames the issue not as division, but as alignment. Leadership, she believes, should reflect the diversity of the communities and industries it serves.

Advice for young women

For young women aspiring to leadership, her advice is practical and reassuring.

“Leadership is less about title and more about service. It’s about responsibility, resilience and making decisions that are not always popular.”

Looking back, she would tell her younger self not to overthink the timing of life. Having children in her early twenties was not a career obstacle, she says, but a grounding force that continues to shape her perspective.

“There is still a narrative that you can’t build a significant leadership career and raise a family at the same time. My experience has been the opposite.”

“There is no single right timeline,” she says. “You can build a family and a career. You can take unconventional paths. What matters most is staying anchored in your values and backing yourself when the responsibility grows.”

International Women’s Day may shine a spotlight on women in leadership, but for Tash Wheeler the message extends well beyond a single date. Leadership is not defined by title or status. It is defined by service to industry, to community and to the people who keep you grounded when the responsibility is heavy.

More from our International Women’s Day 2026 series

You can read more stories celebrating women across the City of Moreton Bay here.

Meet Moreton Bay’s Business Woman of the Year: Candice Kiss

Service to lifesaving: Lynda Barry

A lifetime in hockey: Jenny Heron

This story is part of our International Women’s Day 2026 coverage. Explore more local profiles and features here.