Published Friday, 22 February, 2008 at 08:15 AM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
Queensland positioned as adventure tourism capital
Queensland will be positioned as a world-leading nature and adventure tourism destination under a new Tourism Queensland campaign promoting the state’s natural wonders, Tourism Minister Desley Boyle announced today.
Ms Boyle said Queensland’s Natural Adventures Campaign would target well-travelled tourists who were keen to try new things – both domestic and international.
“Queensland has an incredible diversity of landscapes and world-renowned natural areas including five World Heritage-listed areas,” she said.
“In terms of adventure tourism, we’ve got the ideal natural environment for it. From diving on the Great Barrier Reef to sea kayaking in the Whitsundays or surfing on the Gold Coast – there is so much on offer.
“Nature-based tourism is a growing trend and Queensland tourism operators are perfectly positioned to capitalise on it.
“The tourism research about Queensland’s natural attraction is clear.
“Last year almost three million domestic visitors to Queensland took part in nature-based activities - a more than 30 per cent increase on the year before,“ she said.
Cairns-based Backpacking Queensland chairman Brett Claxton welcomed the promotional campaign.
“Backpackers are usually keen to try new things and discover what Queensland has to offer and this campaign shows that we have plenty,” Mr Claxton said.
“From rock climbing to diving, rafting, sailing or surfing, there are so many opportunities to get outdoors and experience our natural environment,” he said.
Ms Boyle said the integrated marketing campaign included launching Queensland’s Natural Adventures Guide – produced in conjunction with travel guide book publishers Lonely Planet Productions.
“Teaming up with Lonely Planet Productions gives our booklet even more credibility, with Lonely Planet widely respected by travellers.
“There will be 65,000 copies distributed in the United Kingdom, America and New Zealand as well as throughout Australia.”
The booklet is free and can be accessed on a new section of the Queensland Holidays website – www.queenslandholidays.com.au/natural-adventures.
“This section highlights the state’s many outstanding natural experiences, with everything from our World-Heritage sites and national parks to our many stunning walks and diving experiences,” Ms Boyle said.
An online competition is being run through the website and includes a prize for two adults on a 12-day Cape York 4WD adventure with Peregrine including return economy airfares from the winners’ closest Australian capital city.
Ms Boyle said the campaign would strengthen the positioning of Queensland as one of the world’s best nature-based and adventure tourism destinations; raise awareness of Queensland’s unique natural wonders; profile Queensland’s unforgettable nature-based experiences; strengthen the awareness of the ECO Certified brand and consequent demand for ECO Certified product and stimulate consumers to seek further information by visiting the campaign website and/or requesting collateral.
“Our research shows that people of all ages enjoy nature-based tourism activities,” she said.
“Natural adventures encompass so many top Queensland experiences, but the main activities undertaken by this target market include bushwalking and rainforest walks, followed by scuba diving and snorkelling and other outdoor activities.
“These tourists want an experience which is real – they want to be immersed in a rich, natural, personal, unforgettable and often challenging experience and Queensland, through this new campaign, is well positioned to deliver on these expectations.”
Ends
Media contact: 3224 2007 or 3225 1005
22 February 2008
Ms Boyle said Queensland’s Natural Adventures Campaign would target well-travelled tourists who were keen to try new things – both domestic and international.
“Queensland has an incredible diversity of landscapes and world-renowned natural areas including five World Heritage-listed areas,” she said.
“In terms of adventure tourism, we’ve got the ideal natural environment for it. From diving on the Great Barrier Reef to sea kayaking in the Whitsundays or surfing on the Gold Coast – there is so much on offer.
“Nature-based tourism is a growing trend and Queensland tourism operators are perfectly positioned to capitalise on it.
“The tourism research about Queensland’s natural attraction is clear.
“Last year almost three million domestic visitors to Queensland took part in nature-based activities - a more than 30 per cent increase on the year before,“ she said.
Cairns-based Backpacking Queensland chairman Brett Claxton welcomed the promotional campaign.
“Backpackers are usually keen to try new things and discover what Queensland has to offer and this campaign shows that we have plenty,” Mr Claxton said.
“From rock climbing to diving, rafting, sailing or surfing, there are so many opportunities to get outdoors and experience our natural environment,” he said.
Ms Boyle said the integrated marketing campaign included launching Queensland’s Natural Adventures Guide – produced in conjunction with travel guide book publishers Lonely Planet Productions.
“Teaming up with Lonely Planet Productions gives our booklet even more credibility, with Lonely Planet widely respected by travellers.
“There will be 65,000 copies distributed in the United Kingdom, America and New Zealand as well as throughout Australia.”
The booklet is free and can be accessed on a new section of the Queensland Holidays website – www.queenslandholidays.com.au/natural-adventures.
“This section highlights the state’s many outstanding natural experiences, with everything from our World-Heritage sites and national parks to our many stunning walks and diving experiences,” Ms Boyle said.
An online competition is being run through the website and includes a prize for two adults on a 12-day Cape York 4WD adventure with Peregrine including return economy airfares from the winners’ closest Australian capital city.
Ms Boyle said the campaign would strengthen the positioning of Queensland as one of the world’s best nature-based and adventure tourism destinations; raise awareness of Queensland’s unique natural wonders; profile Queensland’s unforgettable nature-based experiences; strengthen the awareness of the ECO Certified brand and consequent demand for ECO Certified product and stimulate consumers to seek further information by visiting the campaign website and/or requesting collateral.
“Our research shows that people of all ages enjoy nature-based tourism activities,” she said.
“Natural adventures encompass so many top Queensland experiences, but the main activities undertaken by this target market include bushwalking and rainforest walks, followed by scuba diving and snorkelling and other outdoor activities.
“These tourists want an experience which is real – they want to be immersed in a rich, natural, personal, unforgettable and often challenging experience and Queensland, through this new campaign, is well positioned to deliver on these expectations.”
Ends
Media contact: 3224 2007 or 3225 1005
22 February 2008