TQ support to Outback Queensland

MRS KIERNAN ASKED THE MINISTER FOR TOURISM AND FAIR TRADING (MR LAWLOR) —

QUESTION:

Will the Minister advise what work Tourism Queensland has done to support outback tourism in Queensland?

ANSWER:

Tourism Queensland works closely with the Outback Queensland Tourism Association to ensure the ongoing development of a strong and sustainable tourism industry within the Outback, Gulf and Western Downs zone. This is achieved through effective marketing and development activity and the promotion of aviation, road and rail partnerships to grow leisure visitation and expenditure for Queensland’s Outback.

Tourism Queensland’s current focus for the Outback is to:

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Focus on the legendary outback story under Queensland experience marketing activity.

Strengthen products and experiences to increase range, quality and market readiness in the Outback.

Continue to build and continue to promote the Reef to Outback international markets.

This financial year Outback operators have had the opportunity to participate in Queensland retail marketing activity and Queensland experience marketing activity including:

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Queensland Retail Activity

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Major retail campaigns in July and October 2009 and February 2010 targeting social fun seekers in Sydney, Melbourne and Brisbane. Activity includes television, press, online, in store collateral and agent incentives.

The "After the Rain" campaign is currently in market until June 2010.

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Queensland Experiences Activity

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Intrastate activity targeting connectors in Brisbane and regional Queensland. Activity will include television promoting key experiences and online advertising and press activity in metro and regional markets highlighting cooperative deals with industry.

Interstate activity targeting social fun-seekers located in Sydney and Melbourne through national television commercials promoting Queensland’s key experiences highlighting cooperative deals with industry.

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Development

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Tourism Queensland will aim to ensure the ongoing development of a strong and sustainable tourism industry in the Outback, Gulf and Western Downs through:

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International and domestic ready programs which cover: media and publicity; traditional and digital marketing; segmentation and target markets; packaging and distribution and business planning and capacity building.

Educating Outback, Gulf and Western Downs stakeholders on the value of tourism in their communities.

Identifying tourism opportunities through the development of the Outback (including the Gulf and Western Downs) Tourism Opportunities Plan.

Following the recent flooding throughout Queensland's Outback, in particular the Western Downs and South and Central West sub regions, Tourism Queensland has assisted eleven flood affected local government authorities including: Balonne Shire, Maranoa Shire, Barcaldine Shire, Diamantina Shire, Paroo Shire, Winton Shire, Boulia Shire, Barcoo Shire, Bulloo Shire, Longreach Region and the Murweh Shire to develop a television commercial.

All authorities have provided financial assistance to develop this commercial, which will direct consumers to travel deals on www.adventureoutback.com.au. The commercial is expected to air throughout regional media channels and Imparja in the near future.

This initiative aims to raise awareness that the Queensland's Outback and Western Downs is open for business.