Queensland road trip holiday Australia’s answer to Route 66

Tourism leaders are targeting visitors who want to see Queensland by road, looking to emulate America’s famous Route 66.

Queensland attractions like the Big Pineapple could help attract drive tourists.

Queensland tourism leaders want travellers to get their kicks on an epic road trip in a bid to drive a $3 billion spending spree.

Calling a Sunshine State road trip Australia’s answer to America’s famous Route 66, Tourism and Events Queensland has just released a drive tourism strategy aiming to increase revenue from the sector to $12bn by the 2032 Olympics.

Drive holidays were worth an estimated $9b to the Queensland economy last year, representing almost a third of the state’s $33b overnight visitor expenditure, but there is now a push to turbocharge the output over the next eight years.

Taneil Thornberry and Lauren Gaynor enjoy a Queensland road trip. Picture: Steve Pohlner

While Queensland’s vast distances often see travellers favour fly in-fly out journeys to some of our most iconic destinations, the state also has its share of Route 66-style wacky roadside attractions ranging from giant pineapples, gum boots and cows to dinosaur footprints and even a gum tree resembling a giant octopus.

In other cases, Queensland roads are virtual destinations themselves, such as the spectacular Captain Cook Highway and Bloomfield Track in Far North Queensland.

An aerial view of the spectacular Captain Cook Highway. Picture: Supplied

TEQ acting CEO Ollie Philpot said he wanted Queensland to be synonymous with road trips in the minds of travellers.

“When people think of a road trip, we want them to think of Queensland – our very own version of Route 66,” he said.

“Like Route 66 we want the Pacific Coast Way to become an iconic road trip that captivates travellers, not only in Australia but all over the world.

“We’re not just promoting a trip; we’re creating a new way to experience Queensland.

“The Pacific Coast Way links coastal havens, hinterland towns and major cities all along the east coast from the Gold Coast to Cairns promising unforgettable adventures around every bend.

“It’s our stunning and diverse natural environment, coupled with hero tourism experiences and iconic events throughout the year that makes this road trip one to remember.”

According to TEQ’s drive tourism strategy report, the drive holiday market is expected to see a 42 per cent increase in visitor numbers, growing from 8.2 million in 2023 to 11.7 million by 2032 and representing a major weapon in the battle to reclaim top spot from NSW.

“With Queensland and NSW competing for the leader position in domestic market share, a renewed focus on drive tourism can enhance Queensland’s appeal and boost regional visitation,” the report says.

“Focusing on drive tourism is essential for Queensland to hold the largest market share of domestic holiday overnight visitor expenditure above all the states and territories.

“By showcasing the state’s unique destinations, experiences and events accessible via the open road, Queensland has the potential to become famous for drive tourism.”

WA and the Northern Territory have already identified drive tourism as a major opportunity, increasing competitive pressure in the domestic landscape.

International visitors are likely to take longer road trips in Queensland (an average of 12 days) compared to domestic visitors at just 3.6 days.

However, many locals are also keen to explore the great open road with Queenslanders such as friends Taneil Thornberry and Lauren Gaynor making up 80 per cent of all road trippers in the state.