Queensland tourism leaders to tap in to gap left by overseas travel bans to kickstart recovery

Queensland tourism leaders have identified a $56 billion opportunity to kickstart the industry’s recovery from the coronavirus shutdown.

QUEENSLAND tourism bosses will launch an audacious raid on the $56 billion treasure chest Aussies spend on overseas travel in a bid to kickstart the industry’s new dawn after the coronavirus.

With international travel likely to be off the table for months, local tourism leaders are now hoping to harness the wanderlust by convincing intrepid travellers to spend their money on a Queensland holiday.

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In the clearest sign yet that the industry is finally able to start looking beyond the dark cloud of the coronavirus, Queensland Tourism Minister Kate Jones has approved a plan to lead a renaissance for operators left reeling from the global shutdown.

Tea Tree Bay in the Noosa National Park is one of dozens of Queensland tourism destinations ready to lure visitors when the coronavirus shutdown ends. Picture: Lachie Millard

Last year, some five million Australians spent $56 billion on overseas travel and with virtually all international destinations off the table, Queensland tourism operators stand to be the major beneficiaries.

Even harnessing just 10 per cent of that market will help undo some of the estimated $6 billion damage suffered by Queensland tourism operators since the first shockwaves of COVID-19 reached our shores in January.

Ms Jones said the government’s top priority remained on the task of nullifying the coronavirus spread, but tourism operators should now be readying for a fightback as restrictions start to be scaled back.

Queensland Tourism Minister Kate Jones. Picture: Jono Searle

“When domestic travel bans are lifted, we must give our tourism industry the best chance to burst out of the blocks,” she said.

“Although Australians won’t be able to travel internationally for some time they will once again be able to come, visit and holiday in Queensland.

“That’s why I’ve directed TEQ to work on a major domestic advertising and marketing push to make sure that Aussies itching for a holiday pick Queensland first.”

Experts estimate COVID-19 has already cost Queensland tourism operators around $6.5 billion and affected some 70,000 jobs in a body blow which could take years to recover from.

The State government is already working on several marketing campaigns that will appear online, in print and on free-to-air television to spark the domestic tourism push.

“As soon as we’re able to welcome tourists back to Queensland, we’ll be working closely with the industry to get the message out there, right round Australia that Queensland is open for business,” said Ms Jones.

Tourism and Events Queensland CEO Leanne Coddington. Picture: Mark Cranitch

Tourism and Events Queensland CEO Leanne Coddington said the eventual reopening of state borders would be a vital milestone for the tourism industry.

“Tourism is the lifeblood of so many regions and towns in Queensland and this campaign will position the state once again as the perfect holiday destination for anyone looking to travel within Australia,” she said.

“Our beautiful reef, the pristine ancient rainforest, our iconic beaches and the vast Outback – there is something for everyone in Queensland and we want as many Australians as possible to experience it for themselves.”

Tewantin’s Josefine Bergsten said she would be ‘straight out the door’ for a Queensland holiday escape as soon as restrictions are relaxed.

“As soon as they open up the islands and the camping grounds we will be gone straight away,” she said.

“Moreton, or Fraser or Straddie, it will be lovely to get away for a holiday again.”