Tourism New South Wales & Tourism Queensland Partnership

Message from the Minister for Tourism, Jodi McKay

The New South Wales (NSW) and Queensland (QLD) Governments have come together to create a new, three year, $8.8 million marketing partnership to attract more international holiday visitors to the East Coast of Australia.

This groundbreaking partnership will work with a number of international airlines to showcase the best of what NSW and QLD have to offer international markets.

It sends a very clear message that we are serious about international tourism.

NSW and QLD already command the greatest market share of international holiday visitors, nights and expenditure in Australia.

Eight out of every ten international holiday visitors visit NSW and/or QLD during their time in Australia - around 2.2 million people every year, from a total of 2.8 million international holiday visitors, worth more than $3.9 billion annually to the States' economies.

We want to build on this dominance and aggressively pursue more and more international visitors.

Attracting more international tourists, and giving them reason to stay for longer is a goal shared by both our States.

International visitors interested in Australia don’t recognise state boundaries. When they think of Australia they think of our States' iconic experiences - Sydney and the Opera House and the Great Barrier Reef. We know there is so much more for visitors to enjoy and explore.

Our partnership will initially target international consumers in Japan, the USA, China, the UK and Europe. Initiatives are expected to include:

• Targeting the international touring and youth segment –promoting coastal destinations from Sydney to Cairns
• Promoting Cairns + Sydney or Gold Coast + Sydney to key short stay/dual destination markets
• Promoting the “Icons” (Opera House, Harbour bridge, Great Barrier Reef) for first time visitors to Australia
• Selling dual destination deals, primarily Cairns and Sydney to key Honeymoon markets
• Working jointly with airline partners to promote dual state destination deals
• Working together internationally to promote each state's tourism product through trade missions and trade fairs

This is a unique partnership and one which I'm confident will bring benefit to the tourism industry and to the economy in both our States.

More information

For more information please contact the Tourism NSW International Marketing team.

Read media release.