Tourism campaigns shine on wintery Europe

19 Feb 2013 12:16 PMJann Stuckey

Thursday, February 14, 2013

Queensland’s tourism industry is about to get a major boost with marketing campaigns worth $1.3 million being rolled out across Europe to encourage travellers to holiday here in 2013.

Minister for Tourism Jann Stuckey said the promotional push would continue until March, as Queensland entered its busiest season for European visitors.

“These campaigns will reinforce our message that Queensland’s tourism industry is open for business and ready to welcome visitors,” Ms Stuckey said.

“We committed $20 million to implement a Tourism Investment Strategy to deliver the DestinationQ action plan and support destination marketing, which includes these campaigns.

“Tourism Research Australia (TRA) data indicates Queensland welcomed 265,000 European visitors who spent $588 million on their trips to the State in the year to September 2012.

“The data also shows European visitors to Queensland spend more on a per-visitor basis than local travellers, as Europeans tend to stay longer.”

Ms Stuckey said campaigns in Germany would run in partnership with Tourism Australia, travel wholesalers and airlines, featuring flight and holiday packages promoted via radio and outdoor advertising.
In France the focus was on the lucrative honeymoon market in co-operation with travel wholesalers, Tourism Australia and other state tourism organisations.

“This is a very important market, with 80 per cent of honeymooners who came to Australia, choosing to include a visit to Queensland in the year ending September 2012,” she said.

“A number of European campaigns are also running in partnership with Tourism Tropical North Queensland and Destination New South Wales featuring images of Cairns and the Great Barrier Reef region, which is popular with European travellers.”

Ms Stuckey said all of the campaigns in Europe demonstrate the importance of Tourism and Events Queensland’s partnerships in reaching a wider audience of potential travellers.

[ENDS] 14 February 2013