Queensland fruit fly, Bactrocera tryoni (Froggatt) (Tephritidae), is one of Australia’s most problematic and costly horticultural pests. As key insecticides traditionally used to manage the pest have recently been restricted, area-wide management (AWM) of Queensland fruit fly is becoming a key recommended practice. The increased push for AWM coincides with several state governments reducing direct on-ground support for pest management. It is increasingly up to local industries to take the reins of implementing AWM programmes. This study explored the social and institutional aspects of industry-driven AWM to understand how these programmes can best be supported. The findings are based on AWM case studies in Queensland and New South Wales in Australia, as well as interviews with people who operate in Australia’s broader fruit fly management innovation system. The findings reported here complement the prevailing techno-centric emphasis relating to Queensland fruit fly management. They are summarised in five principles: (i) the local social profile influences the prospects of successful AWM; (ii) AWM needs to be based on adaptive co-management; (iii) local industries need help to help themselves; (iv) AWM programmes in Queensland need strong two-way connectivity with the broader Queensland fruit fly management innovation system; and (v) industry-driven AWM programmes need institutional adjustment to share public roles and responsibilities. These principles are discussed, as well as their policy implications. The study concludes that industry-driven AWM is only possible in certain circumstances.