CAMPAIGN TO BOOST WINTER TOURISM
Written on the 8 July 2013
A NEW Brisbane tourism campaign is expected to bring more than $50 million into the river city.
The autumn-winter campaign will be the largest and aimed specifically at interstate and New Zealand, saYS Brisbane Lord Mayor Graham Quirk.
Quirk says the $2 million Brisbane Marketing-led campaign, aimed to lure visitors to our sub-tropical climate during the cooler months.
It will promote a host of big events including Bolshoi Ballet, Brisbane Racing Carnival and the British and Irish Lions rugby union matches.
“Brisbane Marketing will be working in partnership with Tourism and Events Queensland, Virgin Australia, Emirates, Accor and 71 other industry partners to deliver the largest, longest and most farreaching winter campaign to date,” Quirk says.
“The campaign is expected to generate more than $54 million in economic impact and attract more than 332,000 attendees to Brisbane events over the autumn and winter months.
“It has increased its traditional intrastate focus to include the regional fly-markets of north Queensland as well as Sydney, Melbourne and New Zealand.
“New Zealand is Brisbane’s top international source market so it makes sense for Brisbane Marketing to work with Tourism and Events Queensland and the industry to extend our presence in this important market.”
Local government authorities and the Queensland Government under the Regional Tourism Organisation Contestable Grant Funding Scheme 2012-13 have kicked in almost $1 million to the campaign.
Quirk, also Council of Mayors (SEQ) chairman, says the support of other councils has been huge and regions will benefit from the interstate and international visitors.
Tourism Minister Jann Stuckey says the initiative is also funded as part of the government’s $20 million Tourism Investment Strategy, aimed to support destination marketing and drive more visitors to Queensland.
“Tourism and events are intrinsically linked and this campaign will deliver economic and social benefits to the entire community,” Stuckey says.