New tourism campaign takes flight in Japan

A major international tourism marketing effort is underway in Japan this week to promote Queensland before new daily Qantas flights from Tokyo to Brisbane begin in August.

Tourism Minister Kate Jones said the campaign would raise awareness for southern Queensland’s exceptional tourism experiences, exclusive event calendar and drive demand for the new flights.

“It has been five years since Brisbane had direct flights from Tokyo but there still remains a high demand for a Queensland holiday among Japanese travellers,” Ms Jones said.

“The daily Qantas flights between Tokyo Narita and Brisbane have the potential to bring up to 108,000 additional travellers to Queensland each year. 

“This tourism campaign will build momentum and increase awareness for Queensland’s visitor experiences and the new route in the lead up to the flights commencing in August.”

Minister Jones said the campaign was delivered in partnership with Tourism and Events Queensland (TEQ), Qantas, Brisbane Marketing, Brisbane Airport Corporation, Gold Coast Tourism and Tourism Australia.

“The campaign will be run until July and feature across print, digital and outdoor advertisements in subway stations throughout Tokyo promoting holiday packages in partnership with prominent Japan travel wholesalers JTB and HIS. 

“Japanese trade agents and media will also travel to Brisbane and the Gold Coast to experience the destinations and further strengthen their product knowledge.” 

Qantas Executive Manager International Sales Stephen Thompson said this campaign was a great opportunity to promote both Queensland and the airline’s new direct flights from Tokyo’s Narita Airport to Brisbane.

“We are pleased to work with our partner, TEQ, to promote everything that Queensland has to offer to the growing number of Japanese travellers choosing to visit the state each year,” Mr Thompson said.

“From Brisbane, our customers can also connect seamlessly with our extensive domestic network of more than 60 destinations enabling leisure travellers to enjoy unique Australian experiences; swimming at beaches, discovering the outback and getting up close with our unique wildlife.”

Lord Mayor Graham Quirk said the campaign would help lure Japanese holidaymakers to Brisbane after the city had dramatically increased its culinary, entertainment, retail and accommodation offerings over the last five years.

“With an impressive cultural and major events calendar including this year’s Asia Pacific Cities Summit and Mayors’ Forum and the Asia Pacific Screen Awards, Brisbane is both a key business and tourism destination for Japanese travellers,” Cr Quirk said.

Gold Coast Tourism CEO Martin Winter said Japan was a priority tourism market for the city. 

“Gold Coast Tourism is delighted to be partnering with TEQ to capitalise on the recommencement of Qantas services from Tokyo and recognises the critical importance of the combined Qantas and Jetstar services to the long-term sustainability of the Japan market to the Gold Coast,” Mr Winter said.

Media contact: Minister Jones’ Office 3719 7530