A new Queensland tourism brand has been launched with a campaign designed to reflect the diverse experiences available across the state’s 13 tourism regions.
Developed by Tourism and Events Queensland in consultation with industry, the That Holiday Feeling campaign launches with spectacular images accompanied by a reimagining of the 80s classic hit Holiday, performed by Queensland born and raised singer-songwriter Kita Alexander. WATCH THE VIDEO BELOW
Queensland Premier David Crisafulli said the new tourism identity would lay the foundation for Queensland’s long-term success.
“The new brand repositions the Sunshine State as more than a place to visit, but a state of mind – where travellers come to feel free, refreshed and inspired.,” Premier Crisafulli said.
“That Holiday Feeling will be a cornerstone of the Crisafulli Government’s 20-Year Tourism Plan, which is designed to take full advantage of Queensland’s time on the world stage in the lead up to the 2032 Olympic and Paralympic Games,” he said.
Premier Crisafulli said the campaign invited visitors to explore iconic destinations like the Whitsundays, the Great Barrier Reef, Gold Coast, Brisbane and the Outback, while encouraging deeper discovery across the State.
“This is the start of something bigger for Queensland – a clear, confident statement about where our State is headed,” he said.
“That Holiday Feeling captures everything locals and visitors love about this State – the natural beauty, the energy of our cities, the warmth of our people and the unforgettable memories made here.”
Tourism and Events Queensland CEO Craig Davidson said the brand was created with industry to give operators and destinations a meaningful, lasting asset.
“This brand isn’t just a campaign – it’s a long-term platform the industry can take ownership of and activate in their own way,” Mr Davidson said.
“It’s flexible, inclusive, and distinctly Queensland, and it gives us a fresh way to show the world why we’re one of the most sought-after destinations on the planet.
“At the heart of it all is a feeling we know visitors associate with Queensland: joy, connection and a sense of being totally present. That’s what this brand is all about.”
