Queensland unveils an exhilarating new chapter, a compelling story of aspiration and growth in tourism. With newly harnessed resources and dedicated investments, a new era of enhanced visitor experiences showcases Queensland’s rich diversity of destinations and experiences. The recent Queensland Ministerial and Tourism delegation to India was led by The Honourable Stirling Hinchcliff MP, Minister for Tourism, Innovation and Sport, Minister Assisting the Premier on Olympics and Paralympics Sport and Engagement.
– Prativa Vaidya Bhalla
Known as the Sunshine State, it is a treasure trove of natural wonders, including the Great Barrier Reef, Gold Coast, Sunshine Coast, Whitsunday Islands, and the Daintree Rainforest. The biodiverse Wet Tropics and the celebrated ancient Aboriginal and Torres Strait Islander cultures attract visitors from across the world. It offers a rich buffet of exciting experiences and bespoke itineraries such as camping, theme parks, luxury escapes, islands, beaches, and outback adventures. The state’s passion for sports, particularly cricket, shares a special connection with India. Native Queenslanders and cricketing icons such as Matthew Hayden and Mitchell Johnson proudly represent Queensland as global ambassadors.
India a Top Recovery Market
India stands out as the fastest-growing international tourism market for Queensland. With 64,000 visitors arriving in the last year till June 2023, India has secured its position among the top five international markets alongside New Zealand, the UK, the US, and Japan. These visitors contributed over $116 million to Queensland’s economy within the first six months of the year. Queensland aims to deliver exceptional experiences, ensuring travellers return home with cherished memories of their Queensland adventures.
Minister Hinchcliff stated, “By 2032, Queensland aims to witness the Indian market contributing approximately $408 million in overnight visitor expenditure, a significant rise from the pre-pandemic 2019 figure of $150 million. This forms part of Queensland’s broader ambition of achieving a $44 billion visitor economy by 2032, with an anticipated $11 billion specifically from international.”
Investments Drive Development
Tourism and Events Queensland (TEQ) is the official marketing entity, and its ‘Towards Tourism 2032’ strategy aims to grow overnight visitor expenditure to over $44 billion. Substantial investments are being made to enhance Queensland’s tourism sector and preparation for hosting the 2032 Olympic and Paralympic Games. The Games will bring global recognition as well as estimated economic benefits of over $8 billion, with $4.6 billion stemming from tourism alone.
The Brisbane skyline is undergoing a transformation. Noteworthy building projects include the Queen’s Wharf opening in April 2024, the $200 million Howard Smith Wharves focusing on dining and entertainment, and the $175 million Queensland Performing Arts Centre. Cairns has invested half a billion dollars in infrastructure investments, the Gold Coast has witnessed over $70 million in investment.
Brisbane Airport is in a phase of extensive development, with over $5 billion invested in refurbishments; Gold Coast Airport invested nearly half a billion dollars, while Cairns Airport allocated over $15 billion. These developments are geared towards ensuring seamless and improved travel experiences for visitors to Queensland.
Aviation is always one of the greatest challenges for tourism. Hence, the Queensland Government has invested $200 million in partnerships with international airports to secure more direct flights. Positive discussions held with Air India, hold hope for more direct connectivity between India and Queensland.
Sustainability and green energy are core goals, and 2024 will be a year of accessible tourism to ensure that people living with a disability can enjoy more opportunities in travel. Minister Hinchcliff emphasised, “It is not just the right thing to do, it is also a smart business step with a huge global market of people living with disability, wanting to enjoy everything that life has to offer, including great tourism experiences.”
Innovative Promotional Campaigns
Along with campaigns like ‘Beautiful Way to Be’, Queensland has 80 upcoming promotional campaigns lined up with diverse partners such as the FIFA Women’s World Cup. GoPro India, MakeMyTrip, Singapore Airlines, Thomas Cook, Panache World, Travel Duet, and regional language campaigns with Kulin Kumar Holidays, Flamingo, Transworld, and others. These strategic partnerships aim to target different segments of the Indian diaspora, notably high-spending audiences in eight major cities, including Delhi and Mumbai.
Queensland embodies aspirational travel, fostering deeper connections with nature and a humble appreciation for unforgettable experiences while embracing a sustainable and accessible ‘Beautiful way to be’.
