The Queensland Government will pour $6 million into promoting the Sunshine State domestically and internationally over the next three years, in a deal struck with travel group Flight Centre.

But Tourism Minister Jann Stuckey and Flight Centre Managing Director Graham Turner seemed at a loss to say exactly what taxpayers are buying, when they announced the joint venture on Friday morning.

Flight Centre soared after it raised its profit expectations for the full year. Credit:Scott Barbour

"Each year, there will be $2 million to enhance marketing activity," Ms Stuckey said.

"We can together promote Queensland all-year-round in the UK and NZ markets.