Queensland courts Asia with new products

TOURISM Queensland is diversifying its product offerings to Asia, as competition for the family market heats up due to new attractions in the region.

Arrivals from Singapore, Hong Kong, South Korea and India were down last year, partly due to the global financial crisis. New integrated resorts in Singapore and Macau, however, could potentially challenge the Gold Coast's stranglehold on the Asian family market this year.

Lim Mui Khim, Tourism Queensland's regional director South-east Asia, said: “(The Singapore and Macau challenge) might have a short-term impact, but it's not a major threat. When Hong Kong Disneyland opened, numbers also dipped slightly.”

Hong Thai Travel Services Singapore assistant manager longhaul division Joseph Seng said the opening of Universal Studios Singapore “could affect demand for the Gold Coast but business might pick up in the year-end”.

Nevertheless, the state is pushing new products in the Asian market such as self-drive itineraries, activities along the Sunshine Coast and holidays in the islands of the Great Barrier Reef. It is also emphasising unique and natural Australian experiences.

And, after a successful Best Job In The World campaign, Queensland will launch a new brand in September to further reinvigorate its image.