QLD TOURISM BANKING ON APRIL WEEKENDS
Written on the 15 April 2014 by Laura Daquino
QUEENSLAND Tourism is launching a new campaign to prime the State’s regional areas as ideal destinations for the upcoming Easter and Anzac Day long weekends.
‘Pack your Bags, Queensland’s ready to holiday’ will be launched tomorrow across digital, radio and print platforms and will run until Easter weekend, aiming to boost the $23 billion industry.
The digital platform will lead the campaign as tourists and locals alike are encouraged to hashtag #thisisqueensland on their experiences to drive social impact, while Tourism and Events Queensland expect partnerships with travel companies such as the Brisbane born and bred Wotif.com to drive results as well.
Tourism minister Jann Stuckey says the campaign intends to counteract concerns about the aftermath of Cyclone Ita, reaffirming Queensland’s title as the Sunshine State and choice April holiday destination.
“We want to let people know all our major tourist areas have come through Cyclone Ita well and are open for business,” says Stuckey.
She stressed the importance of marketing the State, which has been plagued by natural disasters in recent years, considering tourism is one of the Queensland economy’s four pillars.
“We are working hard to maximise visitor numbers to the State and achieve our goal of doubling annual overnight visitor expenditure from $15 billion in 2010 to $30 billion by 2020.”
Industry market research firm IBISWorld offers hope for this objective, with the holidays and travel category showing a 3.7 per cent year-on-year growth rate Australia wide over the Easter period, the second highest growth category after chocolate.