The boss of Queensland's peak tourism industry body says that the promotion of outback tourism to ensure places like Mount Isa get a piece of an increasingly lucrative industry for the state.
Queensland Tourism Industry Council CEO Daniel Gschwind was in Mount Isa with his board members on Monday.
Mr Gschwind said that for the year of Outback Tourism the board scheduled a meeting for Mount Isa and while board members toured Lake Moondarra, Mr Schwind accompanied Mayor Joyce McCulloch on a tour of Heywood Granite Mine.
"Interestingly our members had not been to Mount Isa before and it proved to be the right choice," Mr Gschwind said.
"We met with the Mayor, we had an unexpected opportunity to meet with the Governor (of Queensland) who was here as well, and today we are taking advantage of being out here to see some of the product and experiences to be had."
Mr Gschwind said Outback Queensland was quintessentially part of what they sold to international and local visitors.
"We have to focus on what is so special about the Outback and what makes it unique," he said.
"We know that globally people look for that special thing that they can talk about, the thing they can put on Instagram, and the thing that is different."
Mr Gschwind said the challenge was how to get that message across.
"We know that paid-for advertising is only a shrinking part of the equation," he said.
"We have to get more active in the social media, we have to rely on the connection to the trade, the distribution system, overseas travel agents, wholesalers in Australia, and work with the marketing agencies in Australia.
Mr Gschwind said each part had to work seamlessly.
"We have to ensure the message gets across and that we ourselves understand the message and the industry is united behind that message, then we can translate that through the distribution system effectively" he said.
"There is nothing to replace that personal engagement with the trade."
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