General News
6 May, 2025
Holiday buzz luring visitors
NEW tourism branding is inviting holidaymakers to Queensland, including the tropical north, to feel free, refreshed and inspired.
The theme is ‘That Holiday Feeling’ with a fresh take on iconic 80s pop anthem ‘Holiday’
reimagined by Brisbane singer-songwriter Kita Alexander (above right) and a visual feast of the state’s most iconic holiday backdrops.
From salty swims and nights under city lights to heart-pumping adventures and walks among ancient rainforests, That Holiday Feeling is a love letter to the moments that make a Queensland holiday sing. The moment you arrive, you’re off the clock – holiday mode activated.
Queensland Premier David Crisafulli said the vibrant new tourism identity would lay the foundation for Queensland’s long-term success.
“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.
“This is the first pillar of our 20-year tourism vision to ensure Queensland remains Australia’s most welcoming and rewarding destination well beyond 2032.”
Featuring many locations, including the Whitsundays, the Daintree, Gold Coast, Brisbane, Sunshine Coast, K’gari, Outback Queensland and the Great Barrier Reef, and designed to unify storytelling across Queensland’s 13 distinct tourism regions, the campaign showcases how Queensland reconnects travellers to their holiday selves, no matter what kind of experience they’re chasing.
Tourism Minister Andrew Powell said the campaign “captures the very best of who we are and what we have to offer”.
“Queensland is where Australians come to let go, live a little and feel truly good again, and now we’re sharing that feeling with the world,” he said.
Ms Alexander said she wanted “people to hear this song and feel a rush of excitement – like they need to book a Queensland getaway immediately”.
“That Holiday Feeling to me is relaxing by the beach, experiencing fun new things and hanging out with loved ones,” she said.
“My happy places are the Great Barrier Reef, Hamilton Island and Noosa. I love being by the water with the sun shining and salt in my hair, and our beaches and ocean are honestly some of the best in the world.
Tourism and Events Queensland chief executive officer Craig Davidson said the campaign shone a spotlight on the incredible events, energising people, bold personality and breathtaking places that make Queensland Australia’s holiday capital.
