New QLD tourism campaign about authentic local experiences

“This approach plays to our strengths, focusing on our natural assets and unforgettable experiences, as told by Queenslanders themselves,” says QLD Tourism Minister Kate Jones.

There’s not many places you can dive with turtles, walk through underground lava tubes or watch kangaroos on a beach at dawn all within the same state – but that’s what Queensland is all about.

That’s why the State Government says their new multimillion-dollar tourism campaign, called “I know just the place’ is about showcasing our world class attractions with the locals who run them.

Tourism Minister Kate Jones said this new campaign was developed following extensive consumer research which showed today’s travellers were looking for new and authentic experiences.


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“This approach plays to our strengths, focusing on our natural assets and unforgettable experiences, as told by Queenslanders themselves,” Ms Jones said.

“Only the locals know where to best enjoy these experiences, and through this campaign they will share that knowledge with the world.”

 

A video still from the new Tourism Queensland's campaign

VIDEO STILL: Tourism Queensland’s latest tourism campaign

 

Premier Annastacia Palaszczuk says 22.5 million people visited the state last year and spent $20 billion. But more can be done to boost the state’s tourism industry.

“Tourism already supports 220,000 jobs in Queensland and an extra 20,000 jobs will be needed by 2020,” she said.

“International tourists already know about the Great Barrier Reef and our magnificent beaches but Queensland is full of opportunities to do things you can’t do anywhere else.

Check out the new campaign at www.queensland.com, and remember to tag your photos and videos on social media with the hashtag #thisisqueensland for the chance to be featured in the campaign.

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