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The famous “Nothing Beats Queensland” tourism slogan will return in the wake of South East Queensland’s devastating floods through a new campaign set to start this weekend.

Premier Annastacia Palaszczuk today announced the interstate marketing blitz aimed at encouraging Australians to return to Queensland following recent floods and the COVID-19 pandemic.

“Nothing beats Queensland,” the Premier said.

“It’s the slogan that encouraged thousands of Australians to return to our state after the devastating floods in 2011.

“This weekend, we’re bringing it back.

“The recent weather event has caused incredible damage to our economy and to communities throughout the South East.

“This campaign will help to lure thousands of visitors back to Queensland – generating much-needed funds for local businesses in communities impacted by the recent floods.”

Tourism Minister Stirling Hinchliffe said Nothing Beats Queensland would focus on the state’s biggest holiday customers.

“We know when the weather cools in Sydney and Melbourne, families start planning a Queensland winter escape,” Mr Hinchliffe said.

“From Sunday, Nothing Beats Queensland will burst onto digital platforms, TV, radio and print in Australia’s two biggest cities.

“Not all regions were hit as hard by the South East Queensland rain bomb and many that were, are making a recovery.

“Nothing Beats Queensland will promote visitor experiences across the State.

“And with Easter bookings nudging 70 per cent in some regions, now is the perfect time to plan a pre-Easter escape and stay longer in paradise.

“We’re working with Tourism and Events Queensland and five tourism regions to make sure we’re all united behind Nothing Beats Queensland for recovery.

“The Nothing Beats Queensland campaign was a big hit in 2011.

“With more domestic flights returning to Queensland skies, we’re predicting to generate up to $3.5 billion for the flood and economic recovery of Queensland tourism operators before, during, and after Easter.”

Nothing Beats Queensland starts on Sunday in Sydney and Melbourne.