Minister for Tourism and Major Events, Kate Jones, said K-Pop, or Korean pop music, was a cultural phenomenon in Korea and amongst millions across the world.
“Rain will travel to Queensland to front the new ‘Q-Pop’ campaign that will invite Koreans to visit,” Ms Jones said.
“The campaign will encourage Koreans to holiday in the state and experience attractions including Cairns and Great Barrier Reef; surfing and water sports on the Gold Coast; outdoor nightlife and lifestyle experiences in Brisbane; and the state’s array of food and wine offerings.
“TEQ will work in partnership with Korean Air and other in-market trade partners from early November to promote flight and holiday packages to Queensland.”
Minister Jones said the announcement of the Q-Pop initiative coincided with a tourism trade mission to the country which included a celebration to mark 20 years since Queensland had first established a tourism presence in the market.
“TEQ led a delegation of nine tourism businesses to Seoul and Busan this week, marking the 20-year milestone,” she said.
“Korea is an important market for Queensland with 53,000 Koreans visiting the state in the year to June 2015, a four per cent year-on-year increase, spending $147 million on their visits.
“This is why we’ve had a presence in market over the past two decades – to work closely with trade partners each year, market Queensland holidays and encourage inbound travel by Koreans.
“The trade mission, ’Queensland on Tour – Korea’ has allowed Queensland tourism operators to meet with approximately 200 travel trade representatives to establish relationships and grow business opportunities.
“Tourism operators from the Gold Coast, Whitsundays, Brisbane and Tropical North Queensland were represented on the mission, including wildlife parks, tour operators, island resorts and theme parks.”
Ms Jones said earlier this month TEQ hosted 22 Korean travel agents on a visit to Brisbane and the Gold Coast to experience local tourism products first-hand and strengthen their ability to sell the destination.
The Q-Pop campaign is an initiative of Tourism and Events Queensland (TEQ) in partnership with Korean Air, Tourism Australia, Brisbane Airport Corporation, Brisbane Marketing, Gold Coast Tourism and Tourism Tropical North Queensland.
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