Queensland tourism faces fresh challenge from NSW war chest

Some of Queensland’s best sport and music events could be poached by NSW as the Blues launch a bold bid for tourism supremacy.

Some of Queensland’s biggest events could be under threat as NSW unveils a massive war chest to bankroll a tourism revival.

While weary operators are thankful a road map to a new reality has finally emerged, the greatest threat could be still to come with Queensland’s chief rival – and most important interstate market of NSW, launching a $530 million push to keep tourist dollars south of the border.

In the clearest sign yet of how fierce competition will be between states for tourists, the NSW government on Wednesday announced a $150 million fighting fund to attract major events, as well as $250 million on travel vouchers to encourage NSW residents to take another holiday in their own state at a time when many are looking forward to the return of travel to Queensland from December 17.

Major events are often the subject of intense backroom bidding and the NSW war chest could be used to lure headliners such as the NRL’s Magic Round or other blockbuster sporting contests and music festivals south of the border.

Magic Round will be held in Brisbane next year, but with no long-term contract, it could be poached by the Blues.

Suncorp Stadium blockbusters could head south after the NSW government announced an events war chest. Picture: Darren England (AAP)

International football and cricket matches could land in NSW.

New events created for NSW could also dilute talent and visitor numbers from those already slated for Queensland.

Queensland Tourism Industry Council CEO Daniel Gschwind said there would be fierce competition from other states to make up lost ground as travel restrictions are relaxed and more people are able to travel interstate and overseas.

Daniel Gschwind, CEO of the Queensland Tourism Industry Council

“Everyone is trying to make up lost ground and we have to make sure we maintain the competitive position we have been able to build during Covid times,” he said.

“Tourism has been through a lot and now it is moving to a new phase and it’s going to be extremely competitive.”

The $530 million package dwarfs the entire operating budget of Tourism and Events Queensland, though extra measures of support provided by the State Government here in the past 18 months have exceeded $1 billion.

The NSW package includes a $60 million fund to give incentives to international airlines willing to recommence Sydney flights and $10 million for a marketing and advertising blitz to promote the state’s best tourist attractions.

Queensland Tourism Minister Stirling Hinchliffe said the announcement from NSW came as no surprise, and the Sunshine State was ready to hit the ground running when travel freedoms returned in December.

Minister for Tourism Stirling Hinchliffe

“NSW has a lot of ground to make up with that state’s extended pandemic lockdown delivering an estimated $20 billion hit to their economy,” he said.

“(Our) health response to the pandemic has kept our economy open, enabling Queensland to secure the entire State of Origin series, the NRL finals, a historic NRL Grand Final at Suncorp Stadium and the international Rugby Championship, to name just a few of the major events relocating north.

“Queensland’s great capacity to stage major events and the enthusiasm of Queensland spectators and the Government, haven’t gone unnoticed by major event organisers.”

He said hosting the 2032 Olympics and Paralympic Games would give Queensland an enviable advantage that would help attract other major events in the future.