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New marketing campaigns to support bushfire-hit regions

17 September 2019

Stanthorpe accommodation

The Palaszczuk Government has committed $300,000 for new tourism marketing campaigns to support communities impacted by recent bushfires.

Tourism Industry Development Minister Kate Jones said the money from Tourism and Events Queensland would be divided evenly between Southern Queensland Country Tourism, Visit Sunshine Coast and Brisbane Marketing, which includes the Scenic Rim and Binna Burra.

“Tourism is the lifeblood of these areas and a driving force of the Queensland economy. It’s vital that we get the message out that Queensland is ready to welcome visitors and give them a great experience,” Ms Jones said.

“The best way for people to support these communities is to visit. Stay in their hotels, motels and BnBs, eat at their cafes and restaurants and enjoy everything they have to offer.

“With school holidays approaching, there’s absolutely no reason for people to cancel or reschedule their bookings. These campaigns will roll out quickly and target the drive market as well as intrastate and interstate visitors.”

Ms Jones said a number of the areas worst affected by the recent bushfires boasted some of Australia’s best tourism experiences.

“The sub-tropical rainforest of the Scenic Rim, the beautiful beaches of the Sunshine Coast and the rustic charm of Southern Queensland Country are destinations that visitors simply experience,” she said.

“This activity will complement Tourism and Events Queensland’s major domestic campaign that will be in market in October and November, ensuring that our visitors know Queensland is open for business.

“The Queensland tourism industry is incredibly resilient – as has been shown time and time again – and together we’re committed to ensuring our visitors continue to experience Queensland at its best.”

Brisbane Marketing CEO Brett Fraser said as the Regional Tourism Organisation, Brisbane Marketing adopted a whole-of-region approach when encouraging locals, interstate and international tourists to visit Brisbane.

“Our locals and visitors alike are looking for multiple experiences including urban, nature and coastal and we have all of that to offer across our region,” he said.

“The Scenic Rim is a key piece of the multi-faceted Greater Brisbane tourism offering and it is vitally important for the strength of the whole region that we support and continue to drive visitation to this breathtaking region.”

Southern Queensland Country Tourism CEO Peter Homan says local operators have risen to the challenges of fire and drought, and want to let everyone know that springtime in the Granite Belt is always a refreshing escape.

“The vines are sprouting new growth, there are magical apple blossoms popping in the orchards, events to travel for and a beautiful spring wine trail to follow, complimented by local menus featuring fresh seasonal produce – it’s still a fabulous destination to sneak in a short break before the busy Christmas season,” he said.

Visit Sunshine Coast CEO Simon Latchford said that emergency services had done a remarkable job to restrict property losses and the focus was now on supporting the region’s tourism industry.

“We really welcome this funding because with our peak tourism season ahead of us, it is vital that we get on the front-foot to highlight that while the bushfires were frightening, most of the Sunshine Coast escaped damage. It really is ‘business as normal’ for our tourism operators,” said Mr Latchford.