Queensland ‘Good to Go’ for Tourists, State Launches $5M Ad Campaign

With borders not expected to open until the last quarter of 2021, travel agents are advised to be agile and resilient. Tourism and Events Queensland

The delights of Queensland’s tropical getaways and urban favourites will soon be shared nationally and around the world as the state ramps up advertising to lure vaccinated tourists back to experience everything the Australian state has to offer.

Queensland has partnered with tourism agencies and operators to offer “once-in-a-lifetime” prizes, cheap airfares, and dream holiday deals as part of a national and international marketing assault.

Virgin Australia will offer sales on airfares from all major interstate airports into Queensland, and Accor has special accommodation rates from $119 per night.

The Sunshine State, famous for its beaches and northern sub- and tropical climates, will offer $1 breakfasts on the Fraser Coast, wine and dine packages on the Gold Coast, and kayaking deals on the Sunshine Coast.

“There really is a visitor experience to suit every Australian,” Queensland Tourism Minister Stirling Hinchliffe said in a release.

“And to keep Queensland getaways under the nation’s spotlight, we’re giving Australians the chance to win once-in-a-lifetime holiday prizes.”

The holiday offers go live from Feb. 13, with the government spending $5.2 million on a series of campaigns.

The new “Days Like This” marketing campaign has already been launched in the southern states of New South Wales and Victoria as Queensland starts to pick up the pieces of a tourism industry shattered by domestic and international border closures in response to the pandemic.

Premier Annastacia Palaszczuk speaks during a press conference on Nov. 15, 2021, in Burleigh Heads, Australia. Matt Roberts/Getty Images

Queensland Premier Annastacia Palaszczuk acknowledged the importance of the tourism industry for many regions and businesses of Queensland and said the new campaign would aid economic recovery.

“We know our tourism industry has been going through a really tough time over the last two years, especially those areas that really rely on international tourism. We know the Gold Coast, Cairns, and right across the east coast of our state heavily rely on international tourism,” Palaszczuk told reporters in Bundaberg on Feb. 9.

“In about 12 days time, the international borders will be open for travellers. That is welcome news for businesses that have really been struggling. Our government has provided a billion dollars in support to the tourism industry during the pandemic to help them see their way through.”

With vaccination rates reaching 90 percent in the state, the premier said Queensland was ready to welcome back visitors.

For now, two jabs of a COVID-19 vaccine will ensure a prospective traveller is eligible to enter the state quarantine-free. However, Palaszczuk said this could change if the Australian Technical Advisory Group (ATAGI) changes the definition of fully vaccinated to three jabs.

“So if ATAGI changes that, I will absolutely ... follow suit with Victoria. But that is not the case at the moment. So until I hear anything more, the double vaccination is sufficient,” she said.