Been there, done that in Qld? TEQ bets $5 million you haven’t
Tourism and Events Queensland has vowed to spend $5 million to help capture about $9 billion in business for the industry by convincing people they have not been there, done that.
TEQ will spend $5 billion to help generate $9 billion (Image: TEQ)
The campaign which would run until June, would be themed “Queensland is calling” and attempt to convince people that there was more to see in the state.
“Queensland is calling” would target families and couples who were familiar with Queensland in Victoria, NSW, New Zealand as well as Queensland itself.
It would be aimed at giving them a new reason to travel to the state.
“The campaign aims to support in generating 37.8 million visitor nights and $9 billion of overnight visitor expenditure for Queensland from January to June,” TEQ said.
By comparison, Queensland’s Good to Go campaign, which was launched after Covid restrictions were lifted, was estimated to have driven $7 billion worth of tourism business to the state.
National Visitor Survey (NVS) results for the September 2022 quarter showed domestic tourism was continuing to recover. Total spend for the quarter increased to $27.8 billion, up 33 per cent on the September 2019 quarter.
The recovery was strongly supported by spending on holidays, which increased by 57 per cent over pre-pandemic levels.
The September quarter showed the Whitsundays as the number one in terms of change in the year ending in September. The region’s overnight trips were up 43 per cent to 923,000. The Mackay region was eighth with a 13 per cent increase, tropical north Queensland was ninth with a 10 per cent increase.
The campaign would also combine with Virgin, Air New Zealand, Webjet, MyQueensland, Luxury Escapes, Accor, Expedia/Wotif, Experience Oz and Helloworld.
