The Queensland Government has launched its ‘That Holiday Feeling’ campaign during the Australian Tourism Exchange 2025 in Brisbane.
The campaign (“In Queensland, we don’t just do holidays, we’re the home of holidays”) showcases Queensland’s sun, sea, and landscape, with an ad featuring an e-bike on Gold Coast beach.
The campaign is set to a cover version of Madonna’s song, Holiday performed by Kira Alexander.
ATE 2025 this week at the Brisbane Convention and Exhibition Centre, and features 1500 exhibitors, and 720 buyers from 31 countries.
Premier David Crisafulli shared: 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. 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 shared: “Queensland welcomed more than 28 million visitors last year, but we’re not standing still. 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 shared: “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. 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.”
