Queensland bids to become top incentive destination
Tourism Queensland is to launch a five-year global strategy aimed at putting the state on the map as one of the world’s top incentive destinations.
As the region continues the clean-up in the wake of the recent cyclone and severe flooding, Tourism Queensland said it needed to increase awareness of its diverse attractions.
International director for the UK Jane Nicholson said: "The campaign aims to increase the understanding from incentive houses and companies about Queensland’s unique destinations and diverse, quality experiences.
"Queensland is a windfall for incentive hosts, with untouched reefs, unspoilt islands, pristine beaches, rainforests, ancient landforms, unimaginable outback spaces and unique wildlife, as well as modern, safe and unpolluted cities and towns."
Over the past decade Queensland’s incentive offerings have been marketed by the convention bureaus and private sector suppliers.
Tourism Queensland said the aim of its new campaign was to further raise consumer, trade and industry awareness of Queensland’s incentive offerings in key international markets and in new emerging markets.
It will include consumer and trade marketing, direct industry and stakeholder engagement and the development of specific incentive trade tools.
The strategy is underpinned by a dedicated Queensland incentive trade website www.queenslandincentives.com, which features information on key destinations including the Gold Coast, Brisbane, Sunshine Coast, The Whitsundays, Mackay, Townsville and Cairns.
A global consumer campaign will be launched in the next few months, though details of this have yet to be released.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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