To promote rural heritage in Queensland, the Australian Federal and Queensland State Governments embarked on an ambitious funding programmeme titled the Queensland Heritage Trails Network commencing in 1999. The aim of the programmeme was to fund the development of a series of cultural heritage tourism attractions designed to encourage visitors to travel beyond popular coastal destinations and into the rural hinterland. For a state where travelling times by road are measured in days not hours, the development of visitor attractions away from the relatively closely settled coastal areas is essential if additional visitors are to be attracted to rural hinterland areas. However, distance factors add to the cost of travelling to many remote attractions and may deter all but the most determined travellers. This paper examines a number of demand side issues that may effect the long-term viability of many of the projects, particularly those in remote areas. Copyright © 2002 John Wiley & Sons, Ltd.