State launches major tourism campaign to lure American’s down under

A major tourism campaign has been launched by the State Government today, in a bid to lure North American travellers to Southeast Queensland.

The campaign, which is expected to reach more than 26 million people, will begin on January 15 and run across both print and digital platforms across North America.

Tourism Industry Development Minister Kate Jones said it’s likely to deliver more than $10 million in its first year and is focused around the theme of the outdoors.


“Southeast Queensland will be pitched as the place where Aussie urban culture meets natural wonders,” she said.

The push will be a collaborative effort between Brisbane Marketing, Destination Gold Coast and Tourism and Events Queensland with $600,000 being invested into the North American market over the next year.

Destination Gold Coast CEO Annaliese Battista said a collaborative approach is much more effective when promoting Queensland to international markets.

“Long haul travellers to Australia are typically wanting to experience a range of locations,” Ms Battista said.

“Hunting in a pack in large global markets yields more return on investment, so that we all benefit from increased interest and visitation to Queensland.

“Our world-class aquatic and coastal offering, natural beauty and unique wildlife encounters are some of key drivers for US travellers and as a destination there is no shortage of these experiences on offer.”

Last year, the Gold Coast attracted a record 42,000 US travellers, up 4.2 per cent for the year ending June 2019.

It’s only expected to grow with new Qantas flights set to take off between Chicago and Brisbane and San Francisco and Brisbane in April.

“American tourists are classified as ‘high value travellers’. This makes the US a lucrative target market for Queensland,” Ms Jones said.

“Brisbane is becoming a destination in its own right, and of course, we have our iconic beaches on the Gold and Sunshine Coasts and our beautiful rainforests.

“The reality is Australia has an edge because there are things to see and do here, that you can’t experience anywhere else on earth.”