By Daniel Hurst
A $10 million marketing campaign has been launched in a bid to encourage tourists to return to disaster-struck Queensland.
Nothing beats Queensland.
That's the message of a new $10 million marketing package authorities hope will revive the disaster-hit state's tourism industry.
As the announcement of Prince William's visit gave another boost to the flood and cyclone-weary state, Premier Anna Bligh today unveiled the tag line for the joint federal and state government-funded tourism rescue package announced in January.
"'Nothing beats Queensland' is the message that will be promoted to Australia and the world as part of this $10 million global tourism strategy," Ms Bligh told state parliament.
"Just as the disasters have not beaten us, we're out to tell the world that nothing beats Queensland."
The package includes $4.5 million for interstate marketing campaigns to be rolled out this month ahead of the Easter holidays.
One million dollars will also be spent on a campaign within Queensland to encourage people to "support their mates" and holiday within their own state.
Campaigns will also be rolled out targeting overseas markets, stressing the message that Queensland is open for business. Social media will be among the methods used.
Ms Bligh welcomed news of Prince William's looming visit, saying she hoped it would help spread the notion the state was getting back on its feet.
The Prince, who is marrying fiancee Kate Middleton on April 29, will arrive in Australia on Saturday, March 19, where he will spend two days visiting a number of areas and towns affected by the recent cyclone and flooding in Queensland.
Meanwhile, the latest International Visitor Survey from Tourism Research Australia shows Queensland's international visitor numbers increased last year for the first time since 2007.
About 1.4 million foreign holidaymakers travelled to the state in 2010, with Asia proving the industry's shining light.
The survey also found Brisbane tourism was buoyed by friends and relatives travelling to visit locals with a 13 per cent increase in the "visiting friends and relatives" tourism market, Minister for Tourism Jan Jarratt said.
"Overall visitor numbers to Queensland went up roughly four per cent compared to 2009, with Chinese tourist numbers increasing 23 per cent state-wide," she said said.
"This makes China Queensland's fastest growing international market with strong long-term growth potential and Tourism Queensland has invested heavily in the Chinese market to ensure Queensland remains top of mind for Chinese people looking to travel overseas."
- with Courtney Trenwith and AAP
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