Queensland has launched a $90 million tourism campaign as it aims to put itself ahead of the competition when it comes to attracting visitors.
The money will be spent over a period of three years and will focus on some of the unique features of the state, such as the Great barrier Reef, as well as its beaches, islands, lifestyle and events.
State premier Annastacia Palaszczuk said the campaign will highlight the qualities of "the best address" on the planet.
She said: "We have the best place in the world - Queensland - to showcase and that is what we are going to continue to do each and every day.
"Queensland is more than just the theme parks - it's the beaches, the experiences, the regional centres, our incredible outback," the premier added.
The campaign - with the slogan "I know just the place" - will be carried out across a wide range of media, including television commercials and social media. In the latter instance, Queenslanders themselves will get a chance to become tourism ambassadors by sharing details on their favourite places. This combination is designed to boost both the domestic and international market, with the campaign starting at home and being launched in Asia, Europe, UK and the US in the new year.
Ms Palaszczuk was criticised in the state parliament by opposition leader Tim Nicholls over the timing of the launch, claiming it was too close to Christmas as everyone had already made their bookings. He also claimed the state has fallen behind its counterparts in other parts of Australia when it comes to tourism spending.
The Queensland government might argue that none of that is relevant, given both the size of the budget being given to the new campaign and the fact that it is a long-term enterprise, not a short-term grab just for this year's Christmas holidays.
If the campaign is successful, it could lead to a major boost for the property market in Brisbane, Cairns and the Gold Coast.