STATE LAUNCHES MULTI-MILLION-DOLLAR CAMPAIGNS TO REBUILD QUEENSLAND TOURISM
9th February 2022
Once-in-a-lifetime prizes, outstanding holiday deals and cut-price airfares will be on offer as Queensland launches a national and international marketing assault to continue the long-term rebuild of the state’s tourism industry.
Member for Nicklin Rob Skelton MP said supporting the state’s tourism industry to rebuild was an important part of the government’s COVID-19 Economic Recovery Plan.
“Thanks to the way Queenslanders have responded to this pandemic, our economy is roaring back to life.
And already, we’ve created more jobs than all other states and territories combined since the start of the pandemic,” Mr Skelton said.
“I know firsthand how COVID-19 has affected tourism businesses.
“But now we’re ready to welcome back visitors and I know so many families and friends are ready to reconnect on a Queensland holiday.
Mr Skelton said Queensland would today launch its first national tourism campaigns in more than 18 months.
“Today we’re launching a series of campaigns worth $5.2 million around the country and taking the first steps towards international marketing,” Mr Skelton said.
“If you’ve been dreaming of a holiday in Queensland, now’s the time to book your flights and experience the Sunshine Coast.
“There are plenty of new experiences on the Sunshine Coast to come and enjoy, as well as all the old Queensland favourites.
“Aussies are already being inspired by our ‘Days Like This’ aspirational campaign and they will be compelled to lock in their travel plans through the ‘Great Queensland Getaway’ launching this Sunday – where airfares and holiday packages will be on sale,” Mr Skelton said.
“And internationally, our successful ‘Good to Go’ message will be extended as two-way travel continues to open up.
“To visitors planning their next holiday – I welcome you to come and explore the Sunshine Coast”.
The ‘Great Queensland Getaway’ campaign will offer great holiday deals through Queensland.com, a range of holiday packages on sale through retail travel partners, Virgin Australia airfares on sale, and a competition with some incredible money-can’t-buy experiences to be won.
Launching around the country, it follows the debut of the state’s aspirational ‘Days Like This’ campaign into New South Wales and Victoria last weekend, as well as the first steps towards re-starting tourism marketing internationally.
Mr Skelton said Virgin Australia sale fares and deals on accommodation, tours and other tourism experiences were likely to be snapped up quickly.
“There will be bonus free nights accommodation, discounts on tours to the reef, a $1 breakfast on the Fraser Coast, a wine and dine voucher when booking one Gold Coast hotel, a fifth person goes free on a Sunshine Coast kayaking tours and so many more great deals on offer,” Mr Skelton said.
“Virgin Australia will have great sales fares from all major interstate airports to get you throughout Queensland and partners like Accor will have accommodation deals from $119 per night.
“Aussies can also enter the draw to win a series of once-in-a-lifetime holiday prizes that will really put Queensland’s experiences on a pedestal.
“We know how important it is to the tourism industry that we keep Aussies inspired to keep booking Queensland holidays and that’s why these campaigns are going live now, to secure holidays bookings through February to June 2022.
“We expect the launch of the Great Queensland Getaway and Days Like This campaigns will support in generating 24.7 million visitor nights and $4.0 billion of Overnight Visitor Expenditure for Queensland from February to June 2022.
“Internationally, two-way travel is now open between Singapore and Australia, and Tourism and Events Queensland (TEQ) is already working with travel trade partners, as well as Tourism Australia in Singapore, to have Queensland front and centre of travel itineraries.
“There is also work gearing up by TEQ’s international team right around the world to share the news that Working Holiday Makers and students from eligible countries can now travel to Queensland quarantine-free.
“These are opportunities for essential staffing support and students who are also a very valuable part of the visitor economy.
“These campaigns are first strong steps towards the long-term rebuilding of our industry, and the Queensland Government is right with tourism businesses every step of the way.”
Tourism and Events Queensland Chief Executive Officer Leanne Coddington said it was exciting to be returning to national and international marketing.
“We know as people emerge from this latest outbreak they want to feel good – and to do so they will value safety, simplicity and memorable moments with friends, family and the natural environment,” she said.
“These campaigns give them the inspiration to do that in Queensland, as competition from other destinations begins to ramp up.
“We’ll showcase our adventure experiences, our incredible natural experiences, the opportunities to connect with our Aboriginal and Torres Strait Islander culture and our exciting calendar of events – worth an estimated $500 million to the state’s economy in 2022 - and of course the many experiences everyone knows and loves about Queensland.
“Off the back of a very successful phase one of the Great Queensland Getaway, which drove 525,000 unique users to Queensland.com, we are thrilled to now be able to open up to our national travellers in phase two of this campaign.
“At the same time our efforts are beginning to ramp up internationally, which is an exciting step forward in rebuilding such an important market for Queensland.”
To see the holiday deals available, head to Queensland.com from Sunday 13 February when the ‘Great Queensland Getaway’ goes live.
Tourism businesses can find information on getting involved at teq.queensland.com/upcoming campaigns