October 21, 2009A new tourism marketing partnership between New South Wales and Queensland is set to combine ‘must see’ icons from both States in a bid to bolster international visitation.
The $8.8 million package includes funding from the NSW and Queensland Governments’ and the tourism industry.
Coming at critical time for industry, the initiative will help buffer some side effects of the economic downturn, according to the
Tourism and Transport Forum (TTF).
TTF Executive Director Brett Gale says it will also increase Australia’s cut-through in key overseas tourism markets.
“This is a positive approach to maximising the tourism appeal of both states at a very challenging time for the industry,” Gale says.
“The global economic downturn and swine flu have made the international tourism market even more competitive than it was before,” he says.
“As a result, it makes sense to combine the marketing resources of NSW and Queensland in promoting their world-class tourism attractions and experiences.”
From a visitor’s perspective, the alliance is expected to bring together both of the States’ most popular destinations.
“Many international visitors to Australia already visit both NSW and Queensland, taking in Sydney’s tourism icons as well as the Gold Coast or Great Barrier Reef, for example,” Gale explains.
“Offering joint packages will make it easier for these visitors to combine such activities in a single itinerary, benefitting tourism businesses either side of the border,” he says.
“In the long term, we hope that this type of joint strategy becomes more common.”