Great Barrier Reef tourism campaign set to draw visitors from their cold winters

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Two new tourism campaigns have been launched to entice Europeans to trade in their cold winters for a tropical Great Barrier Reef getaway in Far North Queensland.


The State Government campaigns are worth more than $500,000 and are expected to reach tens of millions of people across Europe.

Chief Executive Officer for Tourism Port Douglas and Daintree Tara Bennett said the Great Barrier Reef is the greatest drawcard for international travellers to the Douglas region.

“The new collaborative campaign is part of a raft of activities, such as this week’s Queensland on Tour, being undertaken to elevate messaging around the Great Barrier Reef,” she said.

“With Germany being the fourth largest inbound market for our region we hope the new campaign will stimulate growth in demand."

Member for Cairns Michael Healy said the campaigns today were part of a wider marketing strategy to capitalise on the beauty of the Great Barrier Reef as well as showcase the diversity of the region including the rainforest and outback.

“Off the back of the government’s ground-breaking scUber campaign in May, which told the positive stories of the Reef to the world, we’re now launching these two retail campaigns which aim to drive conversion and bring international visitors here on holidays.

“One campaign, in partnership with Cairns Regional Council, Tourism Tropical North Queensland, Singapore Airlines and trade partners in Germany extends an already successful State Government campaign launched in Europe last month.

“The campaign has a strong content focus across print and digital outlets with the aim of expanding awareness about the diverse experiences on offer in Tropical North Queensland,” Mr Healy said.

Tourism Minister Kate Jones added that the second campaign launches this week and will feature on large billboards across Munich, Dusseldorf and Frankfurt, as well as digital promotions.

“We know how valuable international visitors are to our tourism industry. The European market in particular are looking for adventurous holidays where they can swim, snorkel, walk through national parks, encounter wildlife and connect with nature,” she said.

“Being able to market vibrant images of the Great Barrier Reef regions against snowy backdrops is a wonderful way to jolt Europeans into action to book a Queensland holiday and that’s exactly what this campaign aims to do.

“The Great Barrier Reef generates $6 billion a year in direct economic activity and supports almost 59,000 full-time jobs, highlighting how vital tourism is for Queensland’s regions,” Minister Jones said.


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