New Tourism brand launched for Queensland

A bold new Queensland tourism brand - ‘That Holiday Feeling’- developed by Tourism and Events Queensland in consultation with industry, has been launched to reflect the diverse experiences available across Queensland's 13 tourism regions.

The new brand aims to reposition the Sunshine State as more than a place to visit, but a state of mind – where travellers come to feel free, refreshed and inspired.

That Holiday Feeling will be a cornerstone of the Queensland 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.

That Holiday Feeling launches with spectacular images accompanied by a modern reimagining of the 80s classic hit "Holiday", performed by Queensland singer-songwriter Kita Alexander.

The campaign invites 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.

Tourism and Events Queensland Chief Executive 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," Davidson advised.

"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."

View the new brand campaign in video below:

Images and video. Credit QLD Government