Sunshine Coast

Domestic tourism in Queensland’s Sunshine Coast will be amplified by a new media marketing strategy intent on reviving the Australian road trip.

Royal Automobile Club of Queensland (RACQ) chief executive Ian Gillespie said the new campaign; entitled “Bring back the Road Trip” is aimed at re-igniting Queenslander’s passion for home-state travel.

“Whether it be a day trip, weekend away or extended holiday; visitors that drive to the Sunshine Coast are one of the most crucial markets for our tourism industry,” Sunshine Coast Destination Ltd (SCDL) chief Steve Cooper said.

“In addition to this cooperative campaign, SCDL in conjunction with RACQ are creating virtual information centres which will further promote the Sunshine Coast region and provide access to 1.2 million RACQ members.”

RACQ members already benefit from the provision of free maps but the organisation also provides other services including online trip planners, roadside assistance, insurance and condition reports.

“We look forward to working with the RACQ to drive more visitors to our region,” Mr Cooper said.

Annually, the Queensland day trip market is worth $3.3 billion to the state’s economy, and the total value of domestic tourism to Queensland was more than $13 billion annually.

The campaign will begin in August and will be marketed through television, radio, newspapers and social media.