A $2.4 million tourism campaign has kicked off in Queensland to encourage locals to support the industry, which has been financially hit by COVID-19.
‘Days like this’ features popular tourist attractions in Queensland and features a cover of Van Morrison’s classic song by the same name, and by local performers Tia Gostelow and Busby Marou.
Tourism minister Stirling Hinchliffe said the ad was the first step in a wider strategy to support local tourism businesses in Queensland. He said the government planned to capitalise on the state’s publicity surrounding its successful 2032 host Olympics bid.
“We know the continuing restrictions due to COVID is impacting our tourism industry, particularly those to protect us from the new highly infectious Delta strain.
“When it’s safe to ease travel restrictions, the campaign will be extended with further funding to lure other Aussies and Kiwis to experience ‘Days Like This’ in Queensland and further boost our industry,” Hinchliffe said.
The campaign is part of the state government’s plan for economic recovery from COVID-19. The wider strategy will see the campaign expanded to interstate visitors and eventually international travellers as Australia moves to opening its borders again.
“We will continue to capitalise on our successful Olympics bid in showcasing our great state in coming years,” the minister said.
“With the 2032 Olympic and Paralympic Games ahead of us, there’s never been a better time to remind visitors of the Queensland experiences they’ve always dreamt of and supercharge our economic recovery.”
The campaign showcases popular holiday spots such as Lady Elliot Island in Bundaberg and ocean rafting in The Whitsundays.
Leanne Coddington, CEO of tourism and events Queensland, said the pitch of the tourism ad was ‘purposeful travel’.
“We show people that travelling in Queensland is good for their soul and can be good for the world as well,” Coddington said.
“A major campaign like this aims to keep Queensland first in people’s minds when they’re planning and booking their next trip.
“It is an exciting time to explore Queensland with a thriving events calendar just released for the second half of the year, incredible destinations and experiences right around the state and the celebration of the Year of Indigenous Tourism in Queensland this year,” she said.