A massive cash injection from the Queensland Government is set to use the power of music to tempt more grey nomads into the state’s regional areas.
It is investing $20m in the Queensland Music Trails initiative over three years. The idea is to invite visitors to discover the wonders of Queensland’s natural beauty, through itineraries of iconic music events in amazing and unexpected locations.
Each regional music trail will feature a broad musical style that best evokes its distinct geography. In 2023, 16 different regional and metropolitan places will play host to bespoke music experiences across trails in various parts of the state.
A Music Trails pilot last year in Jimbour, Charleville and Quilpie supported 33 jobs and delivered nearly $8.5 million for the Outback visitor economy.
Opera at Jimbour proved a big hit with Outback audiences. PIC: Mitch Lowe Photography / QMF
Work has now started on the Outback roll-out of Queensland Music Trails from May in Longreach, Big-noting events Winton, Blackall, Roma, and Toowoomba.
“Since the launch of the Queensland Music Trails program, local mayors have been calling in to nominate their region for a place on the trail map,” said Tourism Minister, Stirling Hinchliffe. “Eight more Outback communities are signalling their enthusiasm to get involved … and it’s easy to see why.”
Mr Hinchliffe said the idea was designed to put Outback Queensland on the map as a music festival destination.
He said both opera and classical music had already been performed in the regions, and he was hopeful that long-term travellers would respond enthusiastically.
“Grey nomads are an important segment of the Queensland tourism sector, accounting for 8% of visitors and 11.6% of night stays in the state in the December 2021 year,” he told the Grey Nomads. “In the year ended March 2022 there were 724,000 grey nomads in Queensland – up more than 18% from the pre-Covid year to December 2019 … they stayed 4.8 million nights which is 6.6% higher than in the 2019 year.”
Music Trails organisers hope the events will encourage up to 11,000 people to travel to the Outback for live music experiences that contribute to local visitor economies.
Queensland Music Trails is an initiative of QMF (Queensland Music Festival). Its Chief Executive, Joel Edmondson, said it was a very exciting time.
“Queensland Music Trails will be a mind-blowing travel experience, but at its heart and soul is a sincere desire to make a meaningful contribution to the story of Queensland,” he said.
Any type of music is a good thing. Both for the musicians and fans. Great initiative.