The Crest of the Commonwealth of Australia Treasury Portfolio Ministers
Picture of Wayne Swan

Wayne Swan

Deputy Prime Minister and Treasurer

3 December 2007 - 27 June 2013

28 January 2011


Joint Media Release
The Hon Martin Ferguson AM MP
Minister for Resources and Energy
Minister for Tourism
Andrew Fraser MP
Treasurer of Queensland

Supporting the Queensland Tourism Industry

The Gillard Government, in partnership with the Queensland Government, today announced it will create a $10 million Tourism Industry Support Package to provide a vital boost for the many families and small businesses that depend on Queensland's reputation as one of the world's most attractive tourism destinations.

As recovery efforts ramp up in Queensland, we'll continue working hard to send a clear message to all potential visitors that Queensland's tourism industry remains open for business.

Federal Treasurer, Wayne Swan, said tourism is vital to the Queensland economy, contributing over $9 billion per annum, with 51 million visitors last year.

"So many jobs and the livelihoods of so many Queenslanders depend on getting the message out that the Sunshine State is well and truly open for business," Mr Swan said.

The support package, funded $5 million each by the Gillard Government and the Queensland Government, will include a domestic marketing campaign to assure all Australians that many of Queensland's most iconic destinations are largely unaffected by the floods.

The campaign will include a partnership with a television network to produce a Queensland prime-time holiday special for the national market, as well as specialised in-programme content and celebrity endorsements.

Minister for Tourism, Martin Ferguson, who is currently in the United States promoting Australia's tourism industry, said that in addition to providing direct support for the relief effort through donations of time and money, people can also show their support for Queensland businesses by holidaying in Australia.

This marketing will further grow Queensland's rich tourism profile, which was showcased to the world through the Oprah Winfrey Show.

"These destinations continue to welcome visitors and it is important during this challenging time that we encourage people to holiday in Australia. Businesses in flood-affected areas will be relying on tourism to help them get back on their feet and help keep people in jobs," Mr Ferguson said.

Queensland Treasurer, Andrew Fraser, said tourism businesses in Cairns, Port Douglas, the Whitsundays, Townsville, Mackay, Sunshine Coast, Gold Coast and Fraser Coast are open and trading.

"We need to take decisive action now to address the significant drop-off we've seen in visitor bookings due to the false perception that the whole state has faced flood damage," Mr Fraser said.

The package will also incorporate other tourism industry support measures, including industry development, to capitalise on what was learnt from the floods regarding managing expectations and reputations of those unaffected areas which experienced lost trade.

This will fast-track elements of the National Long-Term Tourism Strategy relating to industry resilience. To oversight implementation, a joint body is being set up including Tourism Queensland, the Queensland Department of Employment, Economic Development and Innovation, the Commonwealth Department of Resources, Energy and Tourism, and Tourism Australia.

28 January 2011