Wednesday, February 12, 2025

Queensland tourism campaigns take aim at Kiwi market

Three new tourism campaigns are set to encourage Kiwis to fly across the ditch to help kick start one of Queensland’s most important international visitor markets.

Queensland Tourism Minister, Stirling Hinchliffe said the State Government had worked with overseas travel partners to build world-class holiday experiences for New Zealanders.

“As NSW and Victoria begin to reach for woolly jumpers, Queensland is the place to be this winter,” Mr Hinchliffe said.   

“We’re putting together an itinerary of warm Queensland holiday getaways to entice Kiwis out of the cold and across the ditch.

“New Zealand’s winter daytime temperatures usually struggle to reach double digits, so we know there’s pent-up Kiwi demand for a relaxing spot in the Queensland sun.”

He said the state government, through Tourism and Events Queensland, had partnered with Ignite Travel and Air New Zealand to deliver deals on flights and holidays for Queensland winter getaways.

“With quarantine-free travel to Queensland for Covid vaccinated visitors and New Zealand lifting travel restrictions, there’s never been a better time remind Kiwis about visitor experiences found only in Queensland,” the Minister said.    

Today Ignite Travel launches MyQueensland in New Zealand for the first time to tempt Kiwis with secluded Queensland islands, beaches, rainforests, vibrant cities and events.

Air New Zealand’s winter airfare deals to Queensland are scheduled for take-off later this month.

Destination Gold Coast’s, Rachel Hancock said the Gold Coast was seeing strong numbers from New Zealand with thousands of travellers through the airport.

“We know this will continue to surge as we head into winter which is traditionally favourable for our Kiwi visitors,” Ms Hancock said.   

“One per cent of all Kiwis live in our region and we know an annual Gold Coast holiday is a tradition for Kiwi families who will now be able to flee winter for Australia’s favourite playground.”

Member for Cairns and Assistant Tourism Minister, Michael Healy said the Far North was excited about welcoming New Zealand visitors.

“Tropical North Queensland continues to have a laser-sharp focus on rebuilding better for recovery,” Mr Healy said.

“We’re Good to Go with a sparkling new line-up of world-class visitor experiences and Kiwi favourites.

“Tourism operators are eager to get started on international recovery and are lining up great deals for New Zealanders.

“Whether it’s a family reunion or a holiday getaway, this winter the tropical north is rolling out the red carpet for our trans-Tasman neighbours.” 

Mr Hinchliffe said Ignite Travel’s MyQueensland was the first stage of an integrated campaign to bring more Kiwi holidaymakers across the ditch to Queensland.

“We want Queensland’s winter message to New Zealanders to be almost inescapable,” Mr Hinchliffe said.

“The Ignite Travel MyQueensland campaign is on New Zealand billboards, bus stops, social media and in the New Zealand Herald.

“From late next month, the quintessentially Queensland images of Days Like This will be rolled out on New Zealand TV, cinemas, digital displays and online.

“We’ll also be starting a conversation about Days Like This and Queensland’s winter escape deals on New Zealand radio.

“Our winter deals for Kiwis follow the launch of the Good to Go campaign across four continents globally.      our Economic Recovery Plan, now underway.”  

Brisbane Airport Corporation’s, Rachel Crowley said three quarters of Queensland’s international arrivals landed in Brisbane.

“We’re right behind the campaign to entice more Kiwis across the ditch,” Ms Crowley said.

“In 2019 and before Covid, just over 1.5 million passengers flew between New Zealand Brisbane.

“Each international flight arriving at Brisbane Airport can generate up to $1 million in economic activity.”   

New Zealanders contributed more than $600 million to Queensland’s visitor economy prior to the pandemic.

For Queensland holiday experiences, visit: queensland.com

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