Past Media Releases

Asia strategy to boost Queensland’s tourism appeal

25 August 2016

The Palaszczuk Government’s Connecting to Asia Forum in Cairns today heard how Queensland plans to become Australia’s leading destination for Asian travellers. 

Premier Annastacia Palaszczuk said the Queensland Asia Tourism Strategy 2016-2025 was released at the Connecting to Asia Forum in Cairns.

“In order to stand out in this highly competitive global environment it is essential the Queensland tourism industry is equipped and ready to welcome increased visitor numbers,” the Premier said.

“The Queensland Asia Tourism Strategy 2016-2025 aspires to make Queensland the leading Australian destination in market share, reputation and experience delivery for Asian travellers.

“This goal has the potential to deliver an increase in overnight visitor expenditure from Asian markets to $6.8 billion and support up to 30,000 additional jobs by 2025.”

Tourism Minister Kate Jones said the unprecedented growth of the Chinese middle class wanting to travel represented a once in a lifetime opportunity for Queensland tourism.

“The Asian economy is growing at a phenomenal rate, doubling in size every 16 years with travellers taking 181 million trips in 2014, forecast to increase to 286 million by 2020,” Ms Jones said.

“The rise of the millennials and free and independent travellers has also changed the way we need to operate.

“Asian free and independent travellers to Australia grew by one million in the last decade from 1.6 million in 2005 to 2.6 million today.

“Our Queensland Asia Tourism Strategy will put our tourism industry at the forefront of understanding and meeting the needs of these new Asian travellers.

“The strategy – developed by Tourism and Events Queensland – identifies the key markets needed to accelerate activity to maximise overnight visitor expenditure, win market share, increase aviation access, grow average spend and facilitate regional dispersal.

“We are already seeing the impact from this growing market with Asian travellers now representing nearly half of international visitor nights in Queensland.

“This strategy outlines priority target countries: Mainland China, Japan, South Korea, as well as India, Indonesia, Singapore, Hong Kong, Taiwan, and Malaysia. By 2025 Queensland has the potential to be hosting 1.62 million Asian travellers.”

The strategy also identifies key segments of focus for Queensland. These segments include; millennial, women as decision makers, international students, Asian multicultural communities in Australia, business events, and high net worth individuals.

“Underpinning this strategy is TEQ’s network of experienced international specialists in key Asian markets including China, Japan, Taiwan, Hong Kong, India, Korea, Malaysia, Indonesia and Singapore.”

Read and download the Queensland Asia Tourism Strategy 2016-2025