Past Media Releases

Australia's Nature Coast taps into Germany's adventurous market

09 January 2018

Australia's Nature Coast

Queensland’s Sunshine and Fraser Coasts are once again joining forces as ‘Australia’s Nature Coast’ to spruik their natural attractions in Germany.

Tourism and Events Queensland has produced a 20-page supplement to prominently promote Australia’s Nature Coast supported by Visit Sunshine Coast and Fraser Coast Tourism and Events. 

Strategically timed to hit the shelves from today, it is anticipated the beach imagery on the cover and world-class ecotourism experiences will appeal during Germany’s peak winter period, as the travel supplement will be distributed in leading German travel magazine, ‘Reise and Preise’. 

The marketing initiative has teamed with German Tour Operator, Boomerang Reisen selling three different packages promoting self-drive and guided tours within the region. The brochure is also supported by Emirates as the exclusive airline partner promoting their third daily flight to Brisbane. 

Tourism and Events Queensland CEO Leanne Coddington said the Sunshine and Fraser Coasts had huge appeal to the German tourism market because of their connection to nature.

“German visitors will enjoy Australia’s most enviable beaches, relax and revitalise with the help of the locals’ warmth and hospitality and, of course, be awestruck when they get up close and personal with whales, dolphins, turtles and a rich array of wildlife,” Ms Coddington said.

Ms Coddington said the partnership approach in marketing Australia's Nature Coast product was an innovative way to attract German visitors to Queensland.

“German travellers rely on travel agents, traditional marketing networks and online tools to suggest where they should visit when they come to Australia,” she said.

“Detailed recommendations and itineraries, like the ones in this booklet, provide exactly the kind of information those travellers need to book a holiday to Queensland and experience the best address on earth.”

Visit Sunshine Coast (VSC) CEO, Simon Latchford said Australia’s Nature Coast resonated strongly in Germany, generating significant appeal amongst German travellers for its signature coastal and hinterland experiences and attractions.

“It is pleasing to see an array of packages promoted through this supplement from self-drive through the Sunshine Coast Hinterland to Noosa or guided Great Beach Drive tours,” Mr Latchford said.

“VSC is actively building international capacity towards the new Sunshine Coast Airport due for completion by 2020. Nature-based and adventure tourism is a key selling point in Germany and this exciting marketing activity will continue to drive home the region’s range of tourism experiences on offer.” 

Fraser Coast Tourism and Events (FCTE) General Manager, Martin Simons said that Boomerang Reisen was a well-respected tour operator in Germany and it was pleasing to leverage their strength in the German travel market.

“Hervey Bay and Fraser Island have long been a ‘must-see’ adventure for German travellers, and FCTE looks forward to continuing the delivery of strong incentives for them to experience our hospitality and big-nature drawcards.

“There are many wonderful features in our combined regions and this supplement has been effective in showcasing a broad range of both experiences and individual tourism operators.”

To the year ending September 2017, German visitation to Queensland grew strongly to reach record highs in total and holiday visitation, up by 6.0% and 9.7% respectively. Expenditure by German visitors also grew, up by 10.0% to $191.6m.
  • Sunshine Coast – 39,000 German visitors increased 24.2% from the previous year.
  • Fraser Coast – 31,000 German visitors increased 12.5% from the previous year.