The new ad campaign was launched on the sidelines of the Australian Tourism Exchange 2025 in Brisbane. Photo: Screenshot.
The Queensland Government has used the Southern Hemisphere’s largest international tourism trade show to launch its latest tourism campaign.
The ‘That Holiday Feeling’ campaign captures all of the familiar Queensland sun, sea, and landscape scenery we’ve seen in previous campaigns – including, controversially, a man riding an e-bike on the beach at the Gold Coast – and is set to a cover version of Madonna’s song, Holiday performed by Kira Alexander.
The Australian Tourism Exchange 2025 (ATE25) is being held this week at the Brisbane Convention and Exhibition Centre, and features 1500 exhibitors, and 720 buyers from 31 countries.
Alton Twine, Bicycle Queensland CEO and former City of Gold Coast transport director, told the ABC that “e-bikes, in particular, don’t belong on the sand”.
“The beach is there to be enjoyed by people recreating, lying on the sand, going for a swim, going for a surf, not to be riding a bike or any other vehicle up and down the beach itself,” he said.
“One of the unintended consequences might be that people might look at that and then think that it’s OK to ride their bike on the beach.”
Meanwhile, the government says the new campaign “captures the spirit of a Queensland escape in visual feast of iconic locations”.
Delivered by Tourism and Events Queensland, the new brand is designed 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”.
The government says the new campaign will be a “cornerstone” of its 20-year tourism plan which it says is designed to take full advantage of the lead-up to the 2032 Olympic and Paralympic games.
It invites visitors to explore destinations like the Whitsundays, the Great Barrier Reef, Gold Coast, Brisbane and the Outback, while encouraging deeper discovery across the state.
Minister for the Environment and Tourism Andrew Powell said the campaign was “a celebration of our people”. Photo: Screenshot.
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.
“That Holiday Feeling is a powerful invitation to explore Queensland, now and into the future,” he added.
“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.”
Minister for the Environment and Tourism Andrew Powell said the brand had come at a perfect time, with the state recording strong visitor numbers.
“Queensland welcomed more than 28 million visitors last year, but we’re not standing still,” he said.
“This brand helps unify our tourism story – one that champions local communities, encourages regional dispersal and ensures Queensland remains top of mind in a competitive global market.
“It’s a celebration of our people, our places and that unmistakable holiday feeling visitors experience the moment they arrive.”
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,” he 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.”
