TQ mines new markets for growth

TQ mines new markets for growth
By admin

Tourism Queensland has identified the explosion of mining towns as one of two “massive opportunities” for the industry over the next few years.

While the potential of China and the wider Asia market has been well documented, TQ chief executive Anthony Hayes highlighted the intrastate market as another major growth area.
Not only are populations booming in towns where mining has flourished, lucrative wages are fuelling new-found wealth.
Typically, Queensland has targeted Sydney, Brisbane and Melbourne, and while that will continue, marketing departments are increasingly looking towards mining communities within the state, he said.
“It is a massive opportunity.” Hayes told Travel Today. “There is a swelling of populations in central Queensland and also a swelling of money. Already, instead of the traditional market of people travelling from the south to north we are seeing people travel west to east. We are also seeing good yield whereas intrastate traditionally has been lower yield.”
There is now a “concerted effort” to target mining communities with marketing initiatives involving Tourism Queensland, regional tourism offices and “smart operators”, Hayes said.
Heron Island is one destination already reaping the growth out of Gladstone with “huge” conference and incentive business.
“Everyone is worried about the mining industry stealing our jobs and paying high wages and of course that’s a challenge for us, but mining communities are also starting to present a really interesting marketing opportunity,” Hayes said.

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