But Tourism Minister Jann Stuckey and Flight Centre Managing Director Graham Turner seemed at a loss to say exactly what taxpayers are buying, when they announced the joint venture on Friday morning.

"Each year, there will be $2 million to enhance marketing activity," Ms Stuckey said.

"We can together promote Queensland all-year-round in the UK and NZ markets.

"All-year-round, rather than having to pick seasons or specific campaigns, we are able to partner with a company of the scale and size and success and great reputation of Flight Centre.

Ms Stuckey described the deal between Tourism and Events Queensland and Flight Centre as, "a magic milestone for tourism in this state".

"It's a commercial partnership with some pretty strong teeth," she said.

It is the first deal of this kind Flight Centre has reached with any Australian state, though internationally they have worked through similar arrangements with governments in the UK and the United States.

Mr Turner said the investment would go towards advertising Queensland through print and digital mediums in the UK, but the bulk of any increased tourist trade was expected from Australia and New Zealand.

"Queensland is obviously is one of the highlights for British people and there is a lot of capacity coming into Queensland now," he said,

"With the sort of money we are talking about, we will be leveraging that with the airlines as well to get people into Queensland."

Domestically, he said advertising campaigns would also extend to television.

"The mass we expect to get is from Australia and New Zealand," he said.

The new deal comes into effect later this year, Ms Stuckey said.