Palaszczuk Govt launches tourism initiative in country music capital

The Palaszczuk Government plans a major marketing push in the global home of country music to encourage more American tourists to come to Queensland.

Premier Annastacia Palaszczuk today announced the initiative, which will launch in Nashville, Tennessee this month.

“We have a world class line up of country music artists in 2020. This is such a great targeted initiative to attract thousands more American tourists to Queensland,” she said.

“Major events like CMC Rocks at Ipswich and the Gympie Music Muster support a lot of local businesses and jobs. This initiative will help to boost overall visitor numbers.

“Through this initiative, Queensland will be promoted to country music fans throughout the US to inspire Americans to choose Queensland as their international holiday destination in 2020 and beyond.

“The tourism industry is struggling as a result of floods, fires and the coronavirus. Operators and businesses need all they help they can get. This initiative will have a great impact.”

The initiative announced today will be delivered through a deal struck by the Palaszczuk Government and Nashville Convention and Visitors Corp (NCVC). It comes after the government, NCVC and the Country Music Association (CMA) signed a Memorandum of Understanding (MOU) in 2018 to promote Queensland as ‘Australia’s Home of Country Music’.

Tourism Industry Development Minister Kate Jones personally signed the MOU in Nashville in 2018 as one of the first steps towards having Queensland recognised as Australia’s Home of Country Music, a key part of the government’s events strategy to drive more visitors here.

“We know that people travel far and wide to experience world class major events. And this initiative is about capitalising on our events to generate more holiday bookings in Queensland,” she said.

“Queensland is Australia’s Home of Country Music. CMC Rocks has grown rapidly since its move to Queensland in 2015. We’ve got the Groundwater Country Music Festival, Gympie Music Muster and in 2020 we’re launching Savannah in the Round.

“NCVC has a highly-engaged database of almost one million American country music fans. We’re tapping into that specific music loving market.”

International country music artists, including upcoming CMC Rocks QLD 2020 headliner Kip Moore and fellow artist Dustin Lynch, have posted messages of support to millions of fans via social media channels following the bushfires. Tourism and Events Queensland and NCVC are also offering tourism experiences for artists performing at CMC Rocks QLD event that can be showcased to their fans.

Nashville Convention & Visitors Corp President and CEO Butch Spyridon said the offer of support to Queensland during “tough times”, builds on the strong relationship between the Music City and the Sunshine State.

“Between the fires and the impact of the coronavirus, our friends in Queensland have been significantly impacted,” Mr Spyridon said.

“Nashville has had a growing relationship with Queensland, and we wanted to reach out and help in a meaningful manner.

“This is about neighbours helping neighbours, even if we are 9,000 miles apart. When devastation strikes in the world, we all need to come together.”

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