Queensland is joining forces with the Flight Centre in a $6 million three-year partnership to promote the Sunshine State at home and overseas.
Tourism minister Jann Stuckey and Flight Centre managing director Graham Turner were at a media event to announce details of the tie-up which was described as a "magic milestone for tourism in this state".
"All year round, rather than having to pick seasons or specific campaigns, we are able to partner with a company of the scale,size, success and great reputation of Flight Centre," Ms Stuckley said.
"It’s a commercial partnership with some pretty strong teeth."
Turner said $2 million a year will go into marketing activity promoting Queensland in print and digital mediums in the UK, but a major increase in tourist was expected from Australia and New Zealand.
"Queensland is obviously one of the highlights for British people and there is a lot of capacity coming into Queensland now, and with the sort of money we are talking about, we will be leveraging that with the airlines," he said.
The campaign will also include TV ads domestically targeting travellers from Australia and New Zealand.
The campaign will kick off later this year and is the first of its kind for Flight Centre with an Australian state, although it has worked previously with tourism offices in the UK and US.
