Queensland Tourism Ambassador Ben Southall will visit Hong Kong, China and Taiwan this week to promote Queensland to Queensland's fastest growing international market, Tourism Minister Peter Lawlor said today.

Mr Lawlor said as part of Ben's trip he would speak to a range of Chinese media and travel industry representatives and invite them to Queensland.

"The visit will see Ben team up with Tourism Queensland's offices based in Hong Kong, Shanghai and Taipei where he will share his experiences as the Caretaker for the Islands of the Great Barrier Reef at tourism trade events," Mr Lawlor said.  "In addition to a variety of media appearances, Ben will be involved in the launch a Queensland tourism online shop in partnership with Byecity.com in Beijing".

"He will also showcase images of the Islands of the Great Barrier Reef during his visit along the Great Wall of China and visit the Australian pavilion in the lead up to the Shanghai World Expo.  Ben will then fly to Taipei to speak with university students about his travels through Queensland, before heading for Guangzhou and Shenzhen to meet with representatives from local media and the tourism industry."  

Mr Lawlor said all three regions were considered key international markets for the Queensland tourism industry and together brought in more than 241,000 visitors to Queensland in 2009.

"China particularly has been identified as an important international growth market for the Queensland tourism industry as part of the Tourism Action Plan to 2012," he said. "The Tourism Action Plan to 2012 guides our tourism strategy and helps drive more visitors from around the world to Queensland".  

"As a result Tourism Queensland has increased its marketing activity targeting Chinese visitors, especially in the lead up to the Shanghai World Expo, Ben's visit will be a timely reminder of how Queensland's tourism products can meet the needs and demands of Chinese tourists.

"To coincide with Chinese New Year, Tropical North Queensland also welcomed over 2000 Chinese visitors on board China Southern charter flights from Guangzhou and Beijing to Cairns."

The seven flights were jointly organised by Tourism Queensland, Tourism Tropical North Queensland, Tourism Australia and various China trade partners.

"Increasing Chinese air capacity into Queensland at a time when consumer awareness for the state is high makes real sense and will be a key focus for Ben during his visit."

Mr Lawlor said Ben's visit to Asia followed his recent Queensland trade mission to the UK, Ireland and Denmark where he meet with media and more than 350 representatives from the tourism industry.

"Prior to arriving in China, Ben's promotional tour has seen him visit the US, Canada, Japan, New Zealand and the UK as the global Queensland Tourism Ambassador," he said.

"Our aim through Ben's work as a global Queensland Tourism Ambassador is to bring his Queensland experiences to the world and ensure the Sunshine State is top of mind for international holidaymakers," he said.

For more updates and details on Ben's work as a Queensland tourism ambassador visit - www.islandreefjob.com.