The Queensland government will spend an extra $A1.9 million on the 'Best Job in the World' campaign as the contest winner settles into his island caretaker role.
Ben Southall, a 34-year-old charity fundraiser from Hampshire in Britain, was picked from 34,000 'Best Job in the World' entrants in May to promote the Whitsundays.
He started his role nearly two weeks ago and will be paid $A150,000 over six months.
Tourism Minister Peter Lawlor says the $A1.7 million campaign is estimated to have generated more than $A200 million in publicity but an extra $A1.9 million will be spent on creating sales on the back of the campaign.
"Tourism Queensland will be turning its focus to sales activities specifically targeted at generating benefits to small operators," Mr Lawlor said.
Tourism Queensland says more than 94,000 subscribers have signed up to receive Best Job in the World updates and Mr Southall has more than 2,000 followers on Twitter.