Crisafulli Government launches ‘That Holiday Feeling’ state tourism initiative

In a bold new plan to grow Queensland’s visitor economy, the Crisafulli government has launched a new tourism brand, That Holiday Feeling.

Screengrabs from the Crisafulli Governments bold new tourism brand, That Holiday Feeling, as the first major milestone in Queensland’s 20-year plan to grow the State’s visitor economy. The campaign invites visitors to explore iconic destinations like the Whitsundays, the Great Barrier Reef, Gold Coast, Brisbane and the Outback, while encouraging deeper discovery across the State.

In a bold new plan to grow Queensland’s visitor economy, the Crisafulli government has launched a new tourism brand, That Holiday Feeling.

It has been touted as the first major milestone in Queensland’s 20 year plan to grow the state’s visitor economy.

The new brand will 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 brand, delivered by Tourism and Events Queensland, is designed to reflect the diverse experiences available across Queensland’s 13 tourism regions.

The Crisafulli Government has launched a bold new tourism brand, That Holiday Feeling, as the first major milestone in Queensland’s 20-year plan to grow the State’s visitor economy. Picture, John Gass

The campaign invites visitors to explore iconic destinations like the Whitsundays, the Great Barrier Reef, Gold Coast, Brisbane and the Outback, while encouraging deeper discovery across the state.

Premier David Crisafulli said the vibrant new tourism identity would lay the foundation for Queensland’s long-term success.

“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,” Mr Crisafulli said.

Screengrabs from the Crisafulli Governments bold new tourism brand, That Holiday Feeling, as the first major milestone in Queensland’s 20-year plan to grow the State’s visitor economy. The campaign invites visitors to explore iconic 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 brand arrived 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,” Minister Powell said.

Tourism and Events Queensland CEO Craig Davidson said the brand was created with industry to give operators and destinations a meaningful, lasting asset.

“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,” Mr Davidson said.

That Holiday Feeling is part of the Crisafulli Government’s 20-Year Tourism Plan, designed to take advantage of the attention that will fall on Queensland’s time in the lead up to the 2032 Olympic and Paralympic Games.

Originally published as Crisafulli Government launches ‘That Holiday Feeling’ state tourism initiative