QLD targets well heeled Brits
Brits with cash are the target of a new tourism campaign designed to lure travellers to the Sunshine State, with Queensland Tourism Minister Margaret Keech today announcing that a $80,000 “Queensland – Escape to Paradise” promotion was aimed at high-end travellers looking for a luxury getaway.
She said, “United Kingdom visitors represented Australia’s largest international source market for revenue and room nights for the year ending June 2006, and they are well aware of Queensland’s beautiful beaches, tropical islands and heritage-listed rainforests”.
“However, this campaign showcases that you can experience all these natural wonders in sumptuous six-star luxury.”
More than 708,000 people from the UK visited Australia in 2005, a figure topped only by travellers from New Zealand, but UK tourists easily eclipse all other countries in the amount of time and money they spend in Australia, pumping almost $3 billion into the economy in 2005.
The new campaign will promote the cream of Queensland’s luxury hotels and attractions, including the Gold Coast’s Palazzo Versace, Hayman Island in the Whitsundays and Voyagers Lizard Island in far north Queensland.
“Throughout Queensland, there are upmarket options for accommodation, tours, transport, dining and cultural experiences that would be ideal for someone who enjoys that touch of indulgence and luxury,” Ms Keech said.
More than 30,000 wealthy Brits, most of whom have previously travelled to Australia, will receive information in the mail soon about holidaying in Queensland.
The campaign includes newspaper advertising and a website.
Report by The Mole
John Alwyn-Jones
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