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Queensland enters new marketing phase in the UK

13 November 2018

Tourism and Events Queensland (TEQ) and Tourism Australia (TA) have today announced that they will enter a partnership agreement to deliver marketing and trade activities in the United Kingdom (UK).

The new approach aims to align tourism promotion for Queensland more closely with Tourism Australia’s activities within the UK - a partnership which highlights the importance of the UK market to the State’s tourism industry.

Tourism and Events Queensland CEO Leanne Coddington said:

“TEQ is committed to working with Tourism Australia and our key trade and industry partners to continue to maximise inbound opportunities for Queensland tourism. We have an established strong and positive relationship and this is a fantastic opportunity to leverage off each other, amplify Queensland experiences and play to our strengths.

“I would like to acknowledge and thank Hills Balfour for representing us so well for over a decade. TEQ and the wider Queensland tourism industry are very thankful for their commitment and exceptional work, led over the last 12 years by the team at Hills Balfour and account head Jane Nicholson.

“Through this strong partnership we have ensured that the destination was on the radar of UK travellers. There have been many outstanding moments - from executing PR activity around the award-winning Best Job in the World campaign in the UK, to the Sir David Attenborough series on the Great Barrier Reef, and the recent Royal visit of Harry and Meghan, to highlight but a few of the key moments of our partnership.”

Tourism Australia Managing Director John O’Sullivan said TA had enjoyed a long and successful partnership with TEQ in promoting Queensland and Australia in the UK.

“Together, TA and TEQ have a successful track record of working to grow the tourism opportunity for Australia, and we welcome this closer collaboration in the UK, one of our longest standing and most significant tourism markets,” Mr O’Sullivan said.

“We look forward to bolstering our collective marketing efforts, educating consumers and the travel trade on the benefits of choosing Queensland and Australia over other destinations in an increasingly competitive global travel market.” 

Amanda Hills, President of Hills Balfour & MMGY Global Europe & Middle East said:

“It has been such an honour to work together with TEQ for the last 12 years, and to have produced some remarkable and unprecedented work on their behalf during that time. Our in-depth knowledge of the Queensland and wider Australian product is unrivalled within the industry, and we would be delighted to collaborate on future activity within the Australian market across our global service offering as a company.”

Visitors from the UK to Queensland grew by 2.1 per cent in the last financial year* (to 232,000) and spent $399.3 million. The state’s equal third largest visitor market, UK visitors spent an average of 21 nights in Queensland over the same period.

Hills Balfour will complete agency representation services for TEQ on 31 December 2018, and the new partnership will commence on 1 January 2019.

*Preliminary results from Tourism Research Australia’s International Visitor Survey for the year ended June 2018.


For further queries please contact:
Tourism and Events Queensland: / +617 3535 5380
Jonathan Sloan, Hills Balfour: / 020 7593 1703