Queensland has launched its latest domestic tourism campaign, aimed at spurring Australians to visit the state for their holidays.
The campaign, titled ‘That Holiday Feeling’, is set to encourage Australian travellers to visit, as well as first-time international tourists. The new advertisement features a cover of Madonna’s 1983 single "Holiday", by Queensland singer Kita Alexander.
“The creative platform aims to position Queensland as a premier holiday destination by highlighting the state's iconic experiences and sharing deeper destination stories to inspire repeat domestic travel and attract first-time international visitors,” according to Tourism and Events Queensland.
“The campaign is designed to grow Queensland’s domestic market share and brand saliency by showcasing deeper, story-rich experiences across the state. It aims to drive immediate travel by giving Australians compelling new reasons to book now.”
Queensland’s campaign targets visitors from New South Wales and Victoria, as well as those within Queensland. It is aimed at attracting groups of travellers, including couples, families, and those visiting with friends or relatives.
It will run until June 2026, and include advertising on social media, television, and streaming services. A related Queensland tourism campaign will launch in New Zealand in June 2026.
In the year ending June 2024, 8.79 million overnight visitors travelled to Brisbane, 7.3% below 2019 levels. Holiday visitor numbers were 10.1% behind 2019, the most of any sector.
Visitor expenditure among both domestic and international overnight travellers surpassed 2019 levels in Brisbane last year, rising by 31.2% in total.
Malaysia Airlines also said this month that it would launch direct flights between Kuala Lumpur and Brisbane, beginning in November.
