The Queensland Government has launched a new campaign in the United Kingdom to showcase the state, building on the profile generated by the visit of the Duke and Duchess of Sussex in October.
Tourism and Events Queensland, Tourism Australia and Hills Balfour partnered to deliver marketing and trade activities in the UK – a new approach that aims to align tourism promotion for Queensland more closely with Tourism Australia’s activities within the UK.
The campaign reached 6 million people in its first week after the Duke and Duchess of Sussex’s visit to Fraser Island, which put the global media spotlight on Queensland.
Tourism and Events Queensland CEO Leanne Coddington said the partnership highlights the importance of the UK market to Queensland’s tourism industry.
‘TEQ is committed to working with Tourism Australia and our key trade and industry partners to continue to maximise inbound opportunities for Queensland tourism,’ she said.
‘We have an established strong and positive relationship and this is a fantastic opportunity to leverage off each other, amplify Queensland experiences and play to our strengths.’
Visitor numbers from the UK to Queensland grew by 2.1% in the last financial year* to 232,000, with a total spend of $399.3 million. The state’s equal third largest visitor market, UK visitors spent an average of 21 nights in Queensland over the same period.
*Preliminary results from Tourism Research Australia’s International Visitor Survey for the year ended June 2018.