Queensland aiming to boost tourism workforce with new interstate ad campaign

The successful $7.5 million Work in Paradise program will be boosted with an interstate marketing blitz to attract workers to help fill hundreds of vacancies in the tourism and hospitality industry in Queensland.

Premier Annastacia Palaszczuk said supporting tourism businesses to recover from COVID-19 was an important part of Queensland’s Economic Recovery Plan. “Right across the state, we’re seeing strong demand from tourists looking to book holidays in Queensland after December 17,” the Premier said. “That means in our tourism industry, we’re creating more jobs than we have Queenslanders who want to fill them. That’s why this week we’re boosting our Work in Paradise campaign to entice workers to join our tourism industry in North, Far North and West Queensland.”

Tourism Minister Stirling Hinchliffe said from Friday, the campaign would launch in Southeast Queensland, New South Wales and Victoria.

“With the summer holidays almost here, tourism businesses need to take on more workers to help deliver great holiday experiences,” Mr Hinchliffe said. “So, a Work in Paradise advertising blitz will hit TV screens, radio, online and social media here and interstate. More than 1600 workers have already taken a job in paradise but there are still more vacancies to fill in North and Outback Queensland. Our aim is to inspire and incentivise potential staff to work in some of our State’s world-class destinations.”

Work in Paradise incentives include a $1500 cash bonus paid over six months plus $250 for workers traveling more than 100km to take up a job.

Mr Hinchliffe also announced a special Gap Year in Paradise for school leavers and university students.

“There are more than 50,000 young Queenslanders graduating year 12 that could make a tremendous difference to tourism’s staffing shortage,” Mr Hinchliffe said.

“We’ll be targeting school leavers on social media with the stories of young people already working and living in paradise. These are jobs like bartending, baristas, waiters, cooks and tour guides that young Australians would jump at overseas. This is a Covid-safe opportunity of a lifetime to spend a gap year living in and exploring some of Queensland’s breathtaking locations.”

Work in Paradise applicants must follow Queensland Government COVID-19 public health and social measures and have a work visa where applicable.

Our accommodation partners JUCY, YHA and Hostelworld have information on places to stay and special deals for successful Work in Paradise applicants.  

For more information go to: www.qld.gov.au/workinparadise

Check out the video here.

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