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| Kita Alexander |
There’s a new rhythm in the air, and it’s coming straight from the heart of Queensland. Tourism and Events Queensland has officially launched its new tourism brand platform, and it’s got a catchy hook—an energetic revival of the 1980s pop anthem Holiday, reimagined by Brisbane-born singer-songwriter Kita Alexander. The campaign, titled That Holiday Feeling, captures everything travellers love about Queensland: spontaneity, sunshine, and the unmistakable joy of switching off from routine.
Queensland’s Backdrops Steal the Spotlight
From sun-soaked islands to buzzing city nights, the new campaign showcases the natural and cultural diversity of Queensland’s 13 regions. Filmed across iconic locations like the Whitsundays, Daintree, Brisbane, Sunshine Coast, K’gari and Outback Queensland, the visuals bring to life those unforgettable moments of a true holiday—diving into crystal waters, dining under stars, or simply watching the sun set behind golden dunes.
Whether it’s an ocean escape or rainforest adventure, the message is clear: Queensland offers that immediate switch into holiday mode, whatever your travel style.
Kita Alexander Brings a Queensland Voice to a Global Tune
The campaign’s musical centrepiece is a modern rendition of Holiday, brought to life by rising Australian pop artist Kita Alexander. Fresh from supporting Dua Lipa on tour, Alexander delivers a heartfelt performance that blends nostalgia with excitement. For her, the song reflects the freedom and fun of growing up by Queensland’s beaches, and now offers a soundtrack to a new wave of visitors ready to make their own memories.
She says the song is a permission slip to pause everyday life and embrace the joyful moments that define a Queensland getaway. Her own favourite destinations include Hamilton Island, Noosa and the Great Barrier Reef—places where sunshine, saltwater and a sense of ease are guaranteed.
A Big Vision for Queensland Tourism
Premier David Crisafulli describes the campaign as a confident statement of Queensland’s future direction. He says That Holiday Feeling is not just a campaign, but the beginning of a 20-year tourism vision leading up to and beyond the Brisbane 2032 Olympic and Paralympic Games.
Tourism Minister Andrew Powell echoes this, emphasising that Queensland is the place where Australians come to relax, reconnect, and live fully. Whether it’s sailing through the Whitsundays or chasing sunsets over Brisbane’s skyline, travellers can expect to feel that holiday shift the moment they arrive.
A Celebration of People and Place
The campaign is more than scenic beauty—it’s a celebration of Queensland’s people. From passionate tour operators and family-run resorts to cultural storytellers and vibrant event organisers, the human element remains central. TEQ CEO Craig Davidson highlights the campaign as a tribute to the energy, warmth and authenticity that travellers experience throughout the state.
Davidson says this new brand platform is designed to unify Queensland’s tourism identity and give it a bold voice on the national and international stage. With a suite of industry-ready assets and strategic partnerships with Qantas, Jetstar, Ignite Travel and Expedia, the message will resonate far and wide.
Start Planning Your Queensland Escape
The next chapter of Queensland tourism is here, and it’s inviting travellers from across the country to rediscover the joy of taking a break. Whether it’s your first visit or a long-awaited return, there’s never been a better time to tap into That Holiday Feeling.
Visit www.queensland.com to learn more or subscribe to the Queensland Stories newsletter for the latest travel ideas, itineraries and local insights.
For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/
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