Past Media Releases

Greater China push for Queensland tourism

17 September 2014

Families in Shanghai, Taiwan and Hong Kong will be targeted in a major new marketing initiative that will promote the Sunshine State across Greater China.

Premier Campbell Newman and Tourism Minister Jann Stuckey said the campaign would follow the 2014 DestinationQ Forum, boosting Queensland’s economy and creating jobs.

“Greater China is Queensland’s fastest growing international market with incredible potential,” Mr Newman said.

“It is part of the Can-Do LNP Government’s strong plan to support tourism initiatives which will drive increased overnight visitation.

“The targeted promotional push will help deliver our election commitment to grow the tourism industry as one of the four pillars of the economy, after years of neglect by Labor.

“Growing the number of Greater Chinese visitors will significantly boost overnight visitor expenditure and will help to create jobs now and in the future.”

Minister for Tourism and Major Events, Jann Stuckey said the promotional blitz would come in the lead up to Chinese New Year.

“The campaign will see Queensland on TV screens, on radio and in prominent travel agencies across Greater China,” Ms Stuckey said.

“A partnership with one of the world’s largest airlines, Cathay Pacific, is part of the campaign.

“There will also be an element promoting golfing holidays to the high-end Greater Chinese Market.

“Queensland has had a 29% increase in Greater Chinese visitors since 2012 and we believe this trend can continue by targeting independent travellers from Greater China’s growing middle class.

“Our tourism industry is preparing to welcome more and more Greater Chinese visitors, with many operators having participated in a specialised Master-Class as part of the DestinationQ Forum.

“We are working on new ways to engage with Greater Chinese travellers such as developing a smartphone application in both traditional and simplified Chinese. This can be used as a travel planning tool and travel guide for Greater Chinese visitors while in Queensland.”

As well as Cathay Pacific TEQ will partner with a range of Greater Chinese travel brands including Shanghai CTI, CITS Group, Lion Travel, EZ Fly, Eva Air and  media including TVB.
[ENDS] 17 September 2014

Media Contact: Premier’s Office 3719 7000 or Jarrad Brevi (Minister Stuckey) 0439 291 268