Queensland 'open for business' with major campaign to drive post-storm recovery

Queensland’s tourism sector is getting a major boost with a multi-pronged marketing push to reassure visitors the state is open for business after two extreme weather events.

The new campaign aims to revive the state’s $34.7 billion tourism industry following floods in North Queensland and tropical cyclone Alfred which recently tore through South East Queensland.

For the next month both Qantas and Virgin Australia will offer discounted airfares to key destinations targeting both pre and post-Easter travel periods.

The marketing push aligns with Tourism Queensland’s Too Great to Wait campaign, with the Brisbane Economic Development Agency, Experience Gold Coast and Visit Sunshine Coast also launching targeted efforts to reinforce the region as must-visit destination.

Andrew Powell, Queensland’s environment and tourism minister, said the campaign was about driving immediate demand while showcasing the resilience of the state’s tourism industry.

“Queensland is open and welcoming visitors and we want all Australians to know it,” Powell said. “Queenslanders are resilient, we’re open for business and we’re an incredible holiday destination.”

Powell emphasised the critical economic role of tourism, with the sector contributing $95 million a day to Queensland’s economy.

“If you’ve been dreaming of a holiday, make it a Queensland holiday,” he added. “With strong airline partnerships, targeted marketing and unbeatable holiday deals, we are making it easier than ever for people to choose Queensland for their next trip.”

Tourism and Events Queensland CEO Ollie Philpot said airline support had been instrumental in accelerating Queensland’s tourism recovery. He also noted that the campaign would drive local travel, encouraging Queenslanders to explore their own backyard and support regional operators.

“There’s no better time to book a trip and experience all that Queensland has to offer,” he said.