Maroons and Blues strike "tourism ceasefire" in $8m partnership

Premier and Minister for the Arts
The Honourable Anna Bligh
20/10/2009
Maroons and Blues strike "tourism ceasefire" in $8m partnership

Queensland and NSW will set aside their State of Origin rivalry to become an irresistible destination for international tourists Queensland Premier Anna Bligh announced today.

The Premier said the "tourism ceasefire" meant the blues and maroons would join forces in a landmark marketing partnership to drive more international visitors to the two states.

"As far as tourism is concerned we're on the same side. We want people to come from overseas and enjoy our two great states," said the Premier.

"A three year $8 million partnership agreement between ourselves and key airline partners means we can dominate the international tourism market in Australia - just like we do with rugby league.

"International visitors interested in Australia don't recognise state boundaries - they don't think in blue and maroon.

"When they think of Australia they think of Sydney and the Opera House, the Gold Coast and the Great Barrier Reef. They aren't bothered which State they are in.

"What this deal will do is package great destinations like this together to guarantee a smooth interchange of tourists between our States."

Ms Bligh said Tourism Queensland would work with Tourism New South Wales in a range of key countries including Japan, the USA, China, the UK and Europe.

NSW Premier Nathan Rees said there had never been a more important time for the country's best international tourism destinations to work together.

"This partnership sends a very clear message to other states and the rest of the world that we are serious about international tourism," Mr Rees said.

"Together, NSW and Queensland already command the greatest market share of international holiday visitors, nights and expenditure in Australia.

"We want to build on this dominance and aggressively pursue more and more international visitors."

Joint initiatives will include promotional package activities in both states such as bushwalking in the blue mountains and scuba diving on the barrier reef.

The marketing deal will also promote special two-state travel itineraries and package deals which will take in regional destinations from Townsville, to Longreach or Cairns.

The Premier said that 44 percent of all visitors to Australia arrive via Sydney and 30 percent of all international visitors to Queensland use Sydney as their main gateway.

"We want them to spend as much of their holiday as possible in Queensland and it makes sense to target them when they're making their travel decisions rather than after they arrive," she said.

"This $8 million marketing scheme will enable international tourists to easily book a holiday that includes iconic destinations such as Bondi Beach and the Gold Coast.

"That will increase our market share and also provide a greater opportunity to 'up sell' them into booking other destinations throughout the state such as Tropical North Queensland, the Outback and the Sunshine Coast."

Queensland and New South Wales already attracted three quarters of international tourists and 58 percent of visitor nights to Australia.

"Right now we dominate the international market and many of our respective international offices already work closely together on a range of initiatives," she said.

"But this landmark agreement will give us more bang for our marketing buck and ultimately help both states grow our share of the international visitor pie."

"This is a win-win for both states which will hopefully help us both grow our share of the international visitor pie."

Permanent Link: Maroons and Blues strike "tourism ceasefire" in $8m partnership
Publish Date: 21 Oct 09