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How one campaign brought a $7 billion windfall to Queensland tourism


Tourism and Events Queensland is claiming a $7 billion success from its Good to Go campaign as travel restrictions and a new COVID-19 cluster in Sydney threaten to impact upcoming school holidays.

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While the $7 billion claim was questioned by industry officials they did accept there had been a significant benefit.

Official data showed the tourism sector lost about $13 billion in 2020, according to the Queensland Tourism Industry Council chief executive Daniel Gschwind.

But he said there were now concerns about the latest restrictions ahead of the start of school holidays next week and a period when southerners traditionally holiday in Queensland.

He said just the threat of border restrictions was enough to impact travel intentions because there were still underlying fears about lockdowns.

From tomorrow, anyone travelling to Queensland from New Zealand or another state or territory within Australia will need to make an online travel declaration.

TEQ said the Good to Go campaign, launched a year ago as a rallying call to Australians, had “injected more than $7 billion into the state’s tourism economy and generated more than 42 million visitor nights’’.

Its website, has seen a 40 per cent increase in unique visitors and more than 860,000 leads driven direct to operators as well as a 53 per cent increase in page views, with a specific focus on keeping visitors on the site and exploring more of the state. 

The Gallery of Modern Art’s Master’s exhibition is expected to deliver another $6 million to the Queensland economy and 32,000 visitor nights.

NSW Tourism and Transport Forum chief executive Margy Osmond has told Sydney radio that the new COVID-19 cluster in Sydney was “diabolical timing” ahead of the school holidays.

She encouraged state leaders to enact uniform border provisions.

“I think they should all be Gladys Berejiklian,’’ Osmond told 2GB..

“Gladys is clearly the premier who’s got the grasp on this situation and how to manage it in an appropriate way.


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