The Queensland Government is targeting Europe in a bid to grow the state's tourism industry.

Two campaigns worth more than $500,000 have been launched to promote Great Barrier Reef holidays.

Tourism Industry Development Minister Kate Jones said the renewed tourism push was about creating jobs in the industry.

“Already one in 10 Queenslanders are employed in this sector because we’ve invested in tourism to grow our economy," she said.

"But we know there’s room for growth and that’s what this campaign is about."

At a glance:

• The Queensland Government has launched two new tourism campaigns targeting Europeans.
• Worth more than $500,000, the campaigns are designed to highlight the diversity of the Cairns and Great Barrier Reef region from the Reef to the rainforest, Indigenous and Outback experiences.
• The new campaigns follow on from the Government's scUber initiative in May.

Launched in Europe last month, the first campaign - which was  completed in partnership with Cairns Regional Council, Tourism Tropical North Queensland, Singapore Airlines and trade partners in Germany - aims to highlight the diversity of the Cairns and Great Barrier Reef region from the Reef to the rainforest, Indigenous and Outback experiences.

The second campaign, which launches this week, is a partnership with all seven Reef RTOs along with Cathay Pacific and travel agent partners, and features billboards across Munich, Dusseldorf and Frankfurt, supported by digital promotions

Member for Cairns Michael Healy said the campaigns today were part of a wider marketing strategy by the government to capitalise on the beauty of the Great Barrier Reef.

“Off the back of the government’s ground-breaking scUber campaign in May, which told the positive stories of the Reef to the world, we’re now launching these two retail campaigns which aim to drive conversion and bring international visitors here on holidays," he said 

The campaign is being run by Tourism and Events Queensland in partnership with Tourism Tropical North Queensland, Townsville Enterprise Limited, Tourism Whitsundays, Mackay Tourism and Southern Great Barrier Reef RTOs Capricorn Enterprise, Gladstone Area Promotion and Development Limited and Bundaberg Tourism.

Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said the campaign came at an opportune time after global interest in the Great Barrier Reef’s annual coral spawn.

“Europeans would have seen news of the Great Barrier Reef regenerating and through this campaign will learn about the many ways they can experience nature at its best in the reef, rainforest and outback of Tropical North Queensland,” he said.

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