Queensland has launched a new tourism brand campaign called 'That Holiday Feeling' to encourage Australians to embrace travel within the state.

Tourism and Events Queensland CEO Craig Davidson highlighted the state's unique appeal, claiming it is unmatched as a holiday destination both in Australia and globally.

Tourism Minister Andrew Powell officially launched the campaign on April 27, 2025, in response to a decline in tourist numbers in 2024 due to economic challenges and shifts in exchange rates.

Tourism is vital to Queensland's economy, with an estimated 64,000 related businesses and significant visitor numbers reported for the financial year ending June 2024.

This campaign is part of TEQ's broader strategy, which is currently experiencing record growth and recovery in its visitor economy.

Kita Alexander expressed pride in representing her home state and aims to inspire excitement for Queensland holidays through her music.

TEQ's new marketing approach was developed with input from various industry sectors, resulting in strong interest and engagement.

The new brand platform aims for longevity and broad appeal, aligning with the state's preparations for hosting the 2032 Olympics.

Premier David Crisafulli emphasized that this campaign is a foundational step for Queensland's long-term tourism vision, particularly in relation to the upcoming Olympic and Paralympic Games.

The campaign features a reimagined version of the classic pop anthem 'Holiday' by homegrown artist Kita Alexander, showcasing Queensland's iconic landscapes and experiences.

Nostalgia plays a key role in the campaign, targeting former visitors from various Australian states as well as local Queenslanders and international tourists.

Unlike the previous campaign focused on the children's show Bluey, this year's initiative appeals to a more mature audience with activities like paddleboarding, hiking, and snorkeling.