Despite 28 million visitors to Queensland last year, the Sunshine State wants to do better, revealing the first step of a new two decade tourism campaign.

Gold Coast

Queensland has launched a new tourism campaign aimed at attracting interstate travellers from New South Wales and Victoria. The campaign highlights Queensland’s diverse attractions, including its coasts, forests, outbacks, and cities. The new advertisement, featuring music by Keita Alexander, paints Queensland as the ultimate vacation destination, contrasting it with the more work-centric cities of New South Wales and Victoria.

Tourism is a crucial sector for Queensland, contributing $32 billion to the state economy and supporting one in 12 jobs. The campaign underscores Queensland’s appeal with its 13 tourist hotspots now ready to welcome travellers from across Australia and, eventually, from overseas. The recent weather challenges posed by Cyclone Alfred have not diminished Queensland’s allure, with post-cyclone tourism statistics reflecting a 90% occupancy rate, an increase from the previous year's figures.

The campaign sets the stage for further growth as the state prepares for the 2032 Brisbane Olympic and Paralympic Games. By promoting Queensland’s tourism potential, the state aims to draw substantial attention from across the globe. The advertisement will be featured throughout Queensland, with the expectation that it will drive an influx of tourists to the region’s many scenic and cultural offerings.



Queensland urges interstate travellers to visit

From the coast to the forest, the outback, city and everything in between, Queensland has that holiday feeling. The Sunshine State's newest tourism ad, a spin on an 80s classic. With a soundtrack by homegrown star Keita Alexander. It's sunny, it's a holiday, it's forgetting what day it is. New South Wales and Victoria to me feel like quite work places and here is a holiday. Things that bring more than visitors, their dollars add $32 billion to the Queensland economy, supporting one in 12 jobs. A new brand for Queensland and we think it's bang on the money. From north to south, east to west, all 13 Queensland tourist hotspots bathing in glory, basking in sun and hopefully attention. Brisbane, Queensland is open for business. Any fears Cyclone Alfred stole the shine, along with the sand, from the tourism crown jewel have been blasted, Alfred's fury no match for the glitter strip at Easter. They hit something like 90% occupancy, that's 10% up on last year. The campaign will target tourists interstate first, then those overseas, but with views like these it shouldn't be too hard to lure them here. We've got a green and gold runway in the lead up to the 2032 Brisbane Olympic and Paralympic Games. The ad will be spread from the border to Cairns, all that remains now is to grab the essentials and hit the road. Matt Johnston for 10 News First.

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