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Five-year strategy puts Queensland on the Global incentive map

Five-year strategy puts Queensland on the Global incentive map

Tourism Queensland is set to launch a five-year global strategy aimed at putting Queensland on the map as one of the world’s top incentive destinations.

Tourism Queensland’ International Director for the UK, Jane Nicholson, said Queensland is a destination that offers the perfect blend of quintessential Australian experiences, luxury and relaxation, providing companies with an almost endless combination of ways to thank and motivate staff.

“Tourism Queensland is partnering with Queensland’s convention bureaus on a collaborative global incentive strategy which aims to position Queensland as the region’s leading incentive travel destination,” Nicholson said.

“The campaign aims to increase the understanding from incentive houses and companies about Queensland’s unique destinations and diverse, quality experiences. Queensland is a windfall for incentive hosts, with untouched reefs, unspoilt islands, pristine beaches, rainforests, ancient landforms, unimaginable outback spaces and unique wildlife, as well as modern, safe and unpolluted cities and towns,” she said.

Over the past decade Queensland’s incentive offerings have been marketed by the convention bureaus and private sector suppliers who offered incentive products and services.


Jane added that Tourism Queensland has now taken the initiative to create this collaborative strategy which will enhance the great work already undertaken by the convention bureaus and industry to promote Queensland, the primary goal of the strategy is to further raise consumer, trade and industry awareness of Queensland’s multitude of quality incentive offerings in Tourism Queensland’s key international markets and in emerging incentive markets.

“By engaging with key influencers and those who organise incentive travel programs, Tourism Queensland will aim to trigger broad levels of awareness and, in turn, generate sales leads.”

Jane said the global incentive strategy’s key activities would include consumer and trade marketing, direct industry and stakeholder engagement and the development of specific incentive trade tools.

The strategy is also underpinned by a dedicated Queensland incentive trade website, which will feature information on key Queensland destinations including the Gold Coast, Brisbane, Sunshine Coast, The Whitsundays, Mackay, Townsville and Cairns.

“The strategy’s success will be measured by the number of enquiries and leads generated and passed onto the convention bureaus, as well as the incentive travel to Queensland which results from this activity, a key element of the strategy will also be the activation of a global consumer campaign, which will be launched in the coming months.”

Details of the consumer element of the strategy are yet to be released.