Good to go: How a new campaign hopes to deliver a billion-dollar boost to tourism


Karlie Brady


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Great Barrier Reef Drive, Tropical North Queensland.

Queensland’s hard-hit tourism sector has been given a boost from the state government via a new tourism campaign projected to deliver a $1 billion in overnight accommodation takings for tourism operators over the next four months.

Premier Annastacia Palaszczuk launched the Queensland - You’re Good to Go – campaign over the weekend encouraging Queenslanders to go and explore their own state.

“In coming weeks, you’ll see our Queensland – You’re Good to Go campaign on television, in newspapers and across social media platforms showcasing the best of our state from Cape York to Coolangatta,” the Premier said.

“We live in one of the most beautiful places in the world. Now’s the time to get out and about and experience it.”

CEO of Tourism Port Douglas and Daintree (TPDD), Tara Bennett, said as restrictions continue to ease a campaign like this was needed.

“This branding is really going to be focusing on sustainable travel which has the Douglas Shire in a really good position to leverage off it,” she said.

“It’s great to see Queensland investing so heavily in tourism a time when we need to stimulate travel over the coming months.”

One in 10 Queenslanders rely on the tourism industry for a living and this campaign is expected to help safeguard more than 230,000 jobs.

The campaign will run from June to August before the September school holidays.

“Tourism and Events Queensland expects Queenslanders could spend over 9 million nights enjoying what the state has to offer, which would produce a $1 billion in overnight expenditure for tourism operators,” the Ms Palaszczuk said.

The state borders still remain closed at this stage, however, this campaign hopes to lure the 3.2 million Queenslanders who holiday interstate and overseas every year, spending nearly $10 billion, to explore their own backyard.

“This campaign will help us to tap into that market to support our tourism operators,” Ms Palaszczuk said.

Tourism Minister Kate Jones urged Queenslanders to spend money at home this year and support local businesses that are doing it tough.

“Often we take for granted the world-class tourism icons that we have in our own backyard,” she said.

Ms Jones said the campaign was designed with the June-July school holidays in mind.

“When interstate travel can return, this campaign will be expanded and tweaked to ensure our destinations remain front-of-mind for all Australian travellers,” she said.

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