In Tourism

Queensland Minister for Tourism Industry Development Kate Jones

North American Tourists Urged To Visit Southeast Queensland

Victor P Taffa

A major tourism campaign set to reach 26 Million people has been launched by the Palaszczuk Government today to lure North American travellers to southeast Queensland.

A new Memorandum of Understanding between Brisbane Marketing, Destination Gold Coast and Tourism and Events Queensland will see an investment of $600,000 in the North American market over the next year.

Minister for Tourism Industry Development Kate Jones said with 14 weekly services between Brisbane and the US, as well as flights between Chicago and Brisbane and San Francisco and Brisbane in April.

“American tourists are classified as ‘high value travellers’ this, makes the US a lucrative target market for Queensland.” Minister Jones said.

“Brisbane is becoming a destination in its own right. Of course, we have our iconic beaches on the Gold and Sunshine Coasts and our beautiful rainforests.”

“Reality is Australia has an edge because there are things to see and do here, that you can’t experience anywhere else on earth.”

Minister Jones said the campaign is set to reach 26 Million people, deliver almost 56,000 room nights and more than $10 Million in its first year and is focused around the theme of the outdoors.

“Southeast Queensland will be pitched as the place where Aussie urban culture meets natural wonders.” Minister Jones said.

“Tourism industry now employs one in 10 Queenslanders. Growing tourism is crucial to creating jobs in our state that’s why this campaign is so important.”

Lord Mayor Adrian Schrinner said the campaign would help drive Brisbane’s share of the American visitor market and showcase the River City as a destination that embodies the best of Australia.

“Brisbane’s subtropical outdoor lifestyle, stunning natural assets, alfresco dining scene and new investment in visitor infrastructure, along with our shared World War II history, makes us a compelling destination for Americans considering a trip to Queensland.” Lord Mayor Schrinner said.

“This marketing campaign, coupled with new flights from Chicago and San Francisco direct to Brisbane, will drive visits to our city and boost our local economy.”

Destination Gold Coast CEO Annaliese Battista said a collaborative approach can be highly effective when promoting Queensland to international markets.

“Long haul travellers to Australia are typically wanting to experience a range of locations.” Ms. Battista said.

“Hunting in a pack in large global markets yields more return on investment, so that we all benefit from increased interest and visitation to Queensland.”

“Our world-class aquatic and coastal offering, natural beauty and unique wildlife encounters are some of key drivers for US travellers and as a destination there is no shortage of these experiences on offer.” Ms. Battista said.

“Last year we stepped up our presence in the North American market and through this partnership, our ability to lure more high spending travellers to Australia’s favourite playground is amplified.”

“Gold Coast attracted a record 42,000 US travellers, up 4.2 % for the ending June 2019, and with new Qantas flights into Brisbane coming online in 2020, we expect this to continue to grow.” Ms. Battista said.

North America is Queensland’s third largest international market, with 301,000 visitors spending $541.2 Million in the state in the year ending June 2019.

Campaign will begin on January 15 and run across print and digital platforms across North America.


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