Minister for Tourism, Major Events, Small Business and the Commonwealth Games, Jann Stuckey said these changes will see the agency focus on key growth markets, to assist the doubling of annual visitor expenditure from $15 billion to $30 billion by 2020.
“These changes include increasing TEQ’s presence in key growth markets of China, Singapore, India and Indonesia while maintaining a balanced effort in traditional markets,” she said.
“The Newman Government has made it a priority to reinvigorate this pillar of the Queensland economy.
“In December last year we combined the resources and expertise of the former Tourism Queensland and Events Queensland into the new Tourism and Events Queensland to focus on driving growth in Queensland’s tourism and event industries.
“In the year to June 2013, Queensland outperformed national growth across all of these international markets with visitor numbers increasing from China (24%), Singapore (41%), India (20%) and Indonesia (32%).
“Visitors from these emerging markets represent more than 20 per cent of all international travellers and visitor expenditure to Queensland, collectively contributing more than $783 million to the state during the past financial year.”
These changes meant that, Tourism and Events Queensland will:
- Increase its presence in China with the addition of a Beijing representative to target the northern China market and a specialist digital marketing resource in Shanghai.
- Establish a market presence in Indonesia by appointing a Jakarta based representative.
- Develop a South East Asia hub based in Singapore recognising its importance as a vital transit hub. The office will also oversee and expand representation in India.
- Appoint an in-market representative in the Americas to capitalise on emerging opportunities in South America as well as continuing to grow the USA and Canada markets.
Minister Stuckey said the organisation had undertaken a review of its international operations with a view to ensure Queensland maintains a presence across a balanced portfolio of international markets.
“This action is further evidence of how the Newman Government is delivering its commitment to grow a four pillar economy.”