Kangaroo Point played host to a vibrant moment for Queensland tourism, with the launch of a bold new brand designed to capture the spirit of the Sunshine State. That Holiday Feeling was officially announced on the Brisbane River, marking the first major milestone in a 20-year plan to grow Queensland’s visitor economy.
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Developed by Tourism and Events Queensland, the brand goes beyond promoting destinations — it taps into an emotional connection. That Holiday Feeling repositions Queensland not just as a place to visit, but as a state of mind, where travellers can feel free, refreshed, and inspired.
The campaign celebrates the incredible diversity across Queensland’s 13 tourism regions, from the natural wonders of the Great Barrier Reef and the Whitsundays, to the buzzing city life of Brisbane and the wide-open landscapes of the Outback.
Adding a contemporary twist, the brand launch features breathtaking imagery and a modern reimagining of the 1980s classic hit Holiday, performed by Queensland-born singer-songwriter Kita Alexander. The soundtrack perfectly complements the campaign’s invitation for visitors to experience iconic destinations while discovering new corners of the State.
Tourism and Events Queensland CEO Craig Davidson said the new identity was shaped in close collaboration with the tourism industry, ensuring it offers lasting value to operators and communities alike.
“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,” Mr Davidson 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.
Craig Davidson, CEO at Tourism and Events Queensland
Queensland’s visitor economy is already on a strong footing, welcoming more than 28 million travellers last year. The new brand aims to build on that success, unifying the State’s tourism story ahead of major global events, including the 2032 Olympic and Paralympic Games.
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In the spirit of the day, the Brisbane River backdrop at Kangaroo Point served as a fitting symbol of Queensland’s natural beauty, vibrant cities, and laid-back lifestyle — all part of That Holiday Feeling the State hopes to share with the world.
Published 28-April-2025
