MANTRA (ASX:MTR) boss Bob East, who has been appointed the new chair of Tourism and Events Queensland, says the sunshine state deserves a greater share of the growing tourism market.
The Gold Coast-based CEO says he aims to deliver a stronger voice for regions and a tailored approach to customers.
East has his eyes fixed on his hometown, saying growing interest from Asia will assist in growing the city's reputation as a tourism destination.
"The Asian markets represent an amazing opportunity for the Gold Coast," says East.
"Of course the Commonwealth Games will also provide a terrific platform for promotion and profile."
With more than 20 years' experience and having developed and purchased hotels in all major Queensland destinations, East says he is excited about what he can bring to the new role.
"I'm acutely aware of the need to market in this competitive market and I appreciate the demand drivers that work best," says East.
"The destinations that simplify the message, promote effectively and activate the major events always win out. I hope to achieve greater profile and more visitors to Queensland.
"Our wonderful industry will take care of the rest by creating warm, friendly and memorable experiences for all visitors."
East's experience includes serving as a board member of Gold Coast Tourism, Tourism and Transport Forum, Tourism Accommodation Australia, Gold Coast Football Club, and is also chair of the Tourism and Transport Forum's Accommodation Sector Panel.
East, along with a new downsized board, will oversee high-level strategies to drive growth through investment in marketing and events, aviation access and creating jobs.
Tourism Minister Kate Jones made the announcement and welcomed East to the role saying he is well-respected and highly-regarded in the tourism industry.
Jones says she had acted on advice from Tourism and Events Queensland board members and industry stakeholders to reduce the size of its board from 14 to nine.
Gold Coast Tourism chair Paul Donovan was also appointed a board member of Tourism and Events Queensland.
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