Queensland launches five-year incentive strategy
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Tourism Queensland is set to launch a five-year global strategy aimed at making the state one of the world’s top incentive destinations.
Tourism Queensland CEO, Anthony Hayes, said; “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.
“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,” Hayes added.
Over the past decade Queensland’s incentive offerings have been marketed by the convention bureaux and private sector suppliers who offered incentive products and services.
Tourism Queensland has now created a collaborative strategy which aims to enhance the work already undertaken by the industry.
“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,” Hayes said.
“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.”
Hayes added that 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.
He said the strategy was also underpinned by a dedicated Queensland incentive trade website www.queenslandincentives.com, which would feature information on key Queensland destinations including the Gold Coast, Brisbane, Sunshine Coast, The Whitsundays, Mackay, Townsville and Cairns. The six-language site would redirect all enquiries and leads to the relevant Queensland convention bureaus.
“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,” Hayes said.
“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 still to be released, but we anticipate that this campaign will have a positive and long-lasting impact on high-spend visitation to Queensland for many years to come,” Hayes concluded.
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