Media Releases

Japanese media take on a tropical adventure

16 May 2011

A contingent of Japanese media will arrive in Tropical North Queensland today to see first-hand how Queensland’s iconic destinations are looking coming into winter, said Minister for Tourism, Manufacturing and Small Business Jan Jarratt.

Ms Jarratt said the familiarisation tour would bring four travel reporters from popular Japanese media outlets to Queensland.

“The tropics have never looked better, so to prove that to the Japanese we are sending them on helicopter tours and hot air balloon rides, on chartered cruises to the Great Barrier Reef and on Skyrail to Kuranda’s Rainforestation,” Ms Jarratt said.

“Easter and the Labour Day long weekend delivered solid results for the tropical north and are determined to maintain that momentum by continuing our aggressive marketing strategies.

“By providing Japanese media with an opportunity to experience Queensland first-hand, they can return home and spread the message that the Tropical North is better than ever.

Cook MP Jason O’Brien said the media tour was part of the recovery initiatives announced under the Bligh and Gillard Government’s $10 million Nothing Beats Queensland campaign.

“The Tropical North is a particularly popular holiday destinations for Japanese travellers, so it’s critical we continue our international marketing efforts,” Mr O’Brien said.

“This familiarisation tour will help to get the word out to millions of Japanese that large parts of the tropics were untouched by the cyclone; our beaches are beautiful, our reef is radiant and our lush rainforests remain intact.

“This intimate familiarisation tour will complement Japanese coverage received following the Global Media familiarisation tour in March which saw 200 international media tour all regions of Queensland.

“Given Japan has faced its own share of natural disaster in recent months it’s encouraging to see these media return.

“While being sensitive to our Japanese friends, this initiative aims to let this important international visitor market know, that when they’re looking for a chance to relax and recharge, Queensland is ready to welcome them.”

After visiting the Tropical north, the group will venture south to the Gold Coast to experience the region’s beautiful beaches and explore the Gold Coast Hinterland’s food and wine trails.

In 2010 Queensland welcomed more than 220,000 Japanese visitors who spent $375 million on their holidays.