Published on : Friday, August 29, 2014
Today’s announcement of a $6 million agreement between Tourism and Events Queensland and national travel retailer, Flight Centre, shows that the tourism industry is willing to invest in cooperative marketing, according to peak national industry body Tourism & Transport Forum (TTF).
TTF Acting Chief Executive Trent Zimmerman said today’s announcement is great news.
“The three-year agreement between Tourism and Events Queensland and Flight Centre will help to promote Queensland to potential visitors from the UK, New Zealand and Australia,” Mr Zimmerman said.“This is the first such deal with a travel retailer and shows that Australia’s tourism agencies and industry are willing to look at new ways work together to maximise the benefits of tourism marketing.
“Today’s deal is further evidence that industry is keen to leverage government funding through cooperative tourism marketing agreements to promote Australian destinations to potential visitors at home and abroad.
“Congratulations to Tourism and Events Queensland and to Flight Centre on this landmark deal, which will help Queensland to reach its Tourism 2020 goal of $30 billion in overnight expenditure.“Deals like this rely on secure and sustained investment by state and territory governments, so consistent long-term funding is vital to provide the framework for these productive arrangements.
“Studies show that every dollar invested in international tourism marketing delivers a return of $16, underlining the potential value of additional government investment in tourism marketing.“Tourism is an economic development strategy that can provide job and business opportunities and deliver prosperity across the country, however a business as usual approach will not shift the dial.“Other countries around the world are recognising the potential of tourism as an economic driver and ramping up their marketing and promotional activities.
“In this increasingly competitive environment, Australia must lift its activity to ensure we don’t get left behind and lose market to share to our rivals “The federal and state and territory governments have all committed to the Tourism 2020 targets and all jurisdictions must contribute to give us the best chance of reaching those goals.“Additional government investment in tourism marketing can be a game-changer and will provide benefits to the economy across Australia.”
Tags: Tourism and Events Queensland and Flight Centre Agreement, Tourism News