Most MaaS studies were focused on urban commuter transport. This research is one of the first to examine from the perspective of regional areas and tourism, and also the impacts of COVID. The purpose of this paper is to explore the opportunities and challenges for regional MaaS development, with a focus on tourism applications. Three Queensland regional centres of varying size were studied (Townsville, Rockhampton-Yeppoon and Gladstone). Stakeholder interviews and a workshop were conducted with 20 stakeholders. A Strengths, Weaknesses, Opportunities and Threats (SWOT) framework, with four key themes - i) stakeholder collaboration, ii) technology, iii) operational context and iv) service and market. Together with discourse analysis, this paper’s main contribution is to identify the key challenges and develop possible solutions for tourism-focused MaaS development in Queensland regional centres. The results show that a multimodal tourism-based MaaS trial has significant potential, especially in places with a large tourism economy such as Townsville. MaaS can address many current challenges in transport and tourism, allowing visitors to spend less time just planning their daily travel, and more time enjoying their visit. It also provides an avenue for businesses to reach out to potential visitors and customers. While the COVID pandemic has greatly affected public transport usage, it has also bolstered outdoor travel modes, in particular e-mobility, which is increasingly available in regional Queensland. However, a successful MaaS requires close integration of various modes (e.g. buses, rail, ferries, escooters, e-bikes and even air travel). MaaS developers should look beyond just transport to also include tourism destinations, events and services. However, many challenges remain, especially in how to ensure intermodal integration, long term transport funding and also a level playing field for MaaS businesses.