Queensland tourism campaign launches in China

Published Sunday, 12 November, 2023 at 09:00 AM


Premier and Minister for the Olympic and Paralympic Games
The Honourable Annastacia Palaszczuk

Minister for Tourism, Innovation and Sport and Minister Assisting the Premier on Olympics and Paralympics Sport and Engagement
The Honourable Stirling Hinchliffe

  • Tourism and Events Queensland’s (TEQ) new brand platform ‘A Beautiful Way to Be’ has launched in China, the latest and final international market to be introduced to the new brand.
  • Two new ‘Friends of Queensland’ appointed, with three new additions to TEQ’s China Industry Advisory Group.
  • The launch forms part of a Queensland mission in Shanghai, with more than 50 influential media and trade partners.

Millions of people will see the message that visiting Queensland is ‘A Beautiful Way to Be’, with Tourism and Events Queensland’s (TEQ) international campaign now launched in China.

The campaign was revealed in Shanghai to 24 influential media and 28 trade partners from throughout Mainland China as part of a Queensland mission to reconnect and encourage Chinese visitors to return to the state.  

In Chinese the creative translates to ‘Beautifully feel connected with nature, that’s so Queensland’.

In China on the mission, Premier Annastacia Palaszczuk also welcomed two new ‘Friends of Queensland’ who will advocate Queensland’s experiences and lifestyle through their impressive media and consumer reach across China.

Three new advisors were also welcomed to TEQ’s China Industry Advisory Group, which provides market intel to TEQ and the state’s tourism industry.

Pre-COVID-19 China was Queensland’s number one international tourism market, welcoming 497,000 visitors who spent $1.6 billion. By 2032 it is predicted Chinese visitation will deliver $2.9 billion.

The launch of the new brand platform will be supported by three campaigns with travel partners in Northern China, three in Eastern China and five in Southern and Western China starting this month.

A campaign will also run through Ctrip, the largest online travel agent in China with more than 90 million users.

In addition, TEQ in partnership with Tourism Australia, will host several key influencers in Queensland during November to further profile Queensland experiences with Chinese consumers.

TEQ is also working closely with both China Eastern Airlines and China Southern Airlines to drive demand for their direct services into Brisbane, recommencing in late October and early November.

A ‘Queensland is Calling’ industry mission, led by TEQ, will visit China in March 2024 allowing tourism businesses to work directly with key international travel sellers.

Quotes attributable to Premier Annastacia Palaszczuk:

“This China mission is showcasing Queensland’s incredible export industries and highlighting our world class tourism offerings.

“China was Queensland’s biggest international tourism partner prior to 2020, so connecting with Chinese visitors is an extremely important part of growing our states visitor economy.

Our promise to travellers is that they will love the great lifestyle and experiences you can find here – Queensland truly is ‘A Beautiful Way to Be’.

“We are also expanding our network of friends and strategic partners in China to help set us up for long-term growth welcoming Chinese visitors to our shores.”

Quotes attributable to Minister for Tourism and Sport Stirling Hinchliffe:   

“A Beautiful Way to Be is designed to tap into pent-up demand among Chinese visitors for Queensland’s great lifestyle and world-class tourism experiences.

“This campaign coincides with the Lunar New Year peak travel season and the launch of Palaszczuk Government-backed direct flights to Brisbane from Shanghai and Guangzhou.

“With non-stop flights to Queensland and a new tourism campaign, the potential to super-charge the already strong return of Chinese visitors is enormous.

“More Chinese visitors enjoying Queensland’s bucket list experiences will be important for building back better with an $11 billion international visitor economy by 2032.”  

Quotes attributable to Tourism and Events Queensland CEO, Patricia O’Callaghan: 

“Our industry has a bold goal of almost doubling international visitor expenditure by 2032 from 2019 numbers.

“Chinese travellers have always loved Queensland and their return will be critical to achieving that goal because the $2.9 billion we expect Chinese visitors will spend by 2032 will represent more than one quarter – 27 per cent - of total international visitor spend.

“The creative platform ‘A Beautiful Way to Be’ is aspirational, it puts our world-class experiences front and centre and we work with booking partners to turn that aspiration into booked Queensland holidays.

“Several campaigns will go live in coming weeks to really motivate this market, from marketing co-operatives with airlines to working with some of the biggest travel platforms in China.

“We’ll back it up by taking Queensland’s tourism industry to China early in 2024 to build on the strong partnerships already in place.

“In a globally competitive environment, high-impact campaigns are being put in place to really make a difference and put Queensland top of global wish lists.”

Quotes attributable to newly appointed Friend of Queensland, Ms Zhuo YU, Chief Marketing Officer of Mafengwo.com, a tourism content platform:

“I have been Tourism and Events Queensland’s marketing partner for a long time. It is privileged to receive this honour today to become a Friend of Queensland. ‘Friend in need is a friend indeed’. I will continue to advocate for Queensland, this beautiful place in the world”.

New Friends of Queensland:

  • Ms. Zhuo YU, Chief Marketing Officer of travel platform Mafengwo.com
  • Mr Alex Bao, travel blogger and photographer

New members of TEQ’s China Industry Advisory Group:

  • Mr Jianqiang JIA, Founder and Chief Executive Officer of group travel services 6renyou.com
  • Mr Hengyong ZHOU, General Manager of Sales and Store Department of Shanghai Airlines Tour and Dongmei Airlines Travel
  • Alice Wang, General Manager of China Youth Travel Service (CYTS) Shuncheng Branch


Emilia Hutchinson - 0437 040 435