The Government has launched a tourism marketing blitz in Europe, promoting Queensland as the perfect destination to escape the Northern Hemisphere winter.
Two campaigns, worth more than $500,000 and expected to reach tens of millions of people, have been launched to promote Great Barrier Reef holidays.
Minister for Tourism Industry Development, Kate Jones said strong partnerships with reef-based Regional Tourism Organisations (RTOs) and Councils had supported the marketing push.
“This is about creating jobs in the tourism industry,” Ms Jones said.
“Already one in 10 Queenslanders are employed in this sector…but we know there’s room for growth and that’s what this campaign is about.”
She said one of the campaigns, in partnership with Cairns Regional Council, Tourism Tropical North Queensland, Singapore Airlines and trade partners in Germany, extended an already successful State Government campaign launched in Europe last month.
“It highlights the diversity of the Cairns and Great Barrier Reef region from the reef to the rainforest, with Indigenous and outback experiences,” Ms Jones said.
She said the second campaign was a partnership with all seven reef RTOs along with Cathay Pacific and travel agent partners.
“This campaign features striking billboards across Munich, Dusseldorf and Frankfurt, supported by digital promotions,” the Minister said.
“This reef-wide campaign follows the success of an industry-first joint campaign earlier this year which generated significant bookings to the reef. We’re going to build on that momentum.”
She noted the Great Barrier Reef generated $6 billion a year in direct economic activity and supported almost 59,000 full-time jobs.
