Qld’s push for blockbuster events to boost tourism during virus crisis

Queensland tourism leaders are chasing blockbuster events to lure more travellers to the Sunshine State in the wake of bushfires and drought, and as coronavirus fears take hold.

QUEENSLAND will make a bold bid for more blockbuster events to leverage one of tourism’s fastest-growing sectors against the backlash of bushfires, drought and the coronavirus.

Deals to secure major international events are expected within days in a move to beef-up a calendar which Tourism and Events Queensland estimates was worth more than $880 million to the state’s economy last year.

Tourism Minister Kate Jones says big events are becoming increasingly important in luring tourists. Picture: Annette Dew

Tourism leaders are also aggressively chasing other marquee events which industry officials are hoping will help soften the blow of the China travel ban and other collateral damage caused by the coronavirus outbreak with an advertising blitz already underway in southern states to encourage travellers to experience a Queensland event this year.

TEQ’s events calendar – which only includes events sponsored or supported by the industry body, has grown by more than $500 million in the past five years.

Major events set to deliver tourism windfall to Queensland economy

The total value of events, including those not supported by TEQ, such as some major music concerts and tours, is already worth more than $1 billion a year.

TEQ is expected to confirm a major international soccer tournament for Queensland featuring giants from the English Premier League, while there are also moves for an AFL match slated for Shanghai in China to be relocated to Cairns.

Townsville accommodation providers are virtually bursting ahead of the historic NRL game at the city’s new Country Bank Stadium, while later this month, some of the world’s biggest country music stars will headline CMC Rocks at Willowbank raceway near Ipswich.

NRL Magic Round, the Big Red Bash and the Gold Coast Marathon are other massive money spinners already locked in for later in the year.

The Birdsville Big Red Bash has become one of Queensland’s best events. Picture: Tourism and Events Queensland.

Bush events the new Qld tourism frontier

Hotel industry pushes for quality events to revive tourism sector

Queensland Tourism Minister Kate Jones said events were playing an increasingly large role in enticing visitation.

Events-based travellers also generally spend more than other tourists.

“Events are a crucial piece of the puzzle,” said Ms Jones.

“Now more than ever before, we’re focusing on securing events that will deliver strong domestic visitor numbers for Queensland. That means strong sporting and cultural content that will have a wide appeal throughout Australia.”

TEQ CEO Leanne Coddington said more events meant more visitors to Queensland.

“Events have always been a vital driver of visitation to our state,” she said.

“The importance this year, especially in the domestic market, will be even more pronounced and already we have increased our marketing in southern states to try to encourage even more Australians to experience a Queensland event.

“We’re also aware that new opportunities may arise and already we have initiated talks with the AFL about Cairns hosting the St Kilda-Port Adelaide game should they choose not to travel to Shanghai.”

Elton John’s performance at Queensland Country Bank Stadium in Townsville was a huge money spinner for the city’s tourism industry. Picture: Evan Morgan.

Originally published as Qld’s push for blockbuster events to boost tourism during virus crisis