The aim is to attract ‘sticky money' - travellers and tourists who are likely to spend longer in the area.
Queensland boasts some of the world's most recognisable visitor destinations, from Great Barrier Reef to Surfer's Paradise on the Gold Coast.
Previously, Queensland Tourism had handled its PR in-house. Hills Balfour Synergy's brief spans marketing and PR.
The agency's PR director Jonathan Sloan heads a three-strong team on the account.