New tourism campaign promoting north west Queensland road trips is too great to wait

Queenslanders are being urged to pack up the family for a good old-fashioned road trip to a spectacular part of the state.

It’s no coincidence they call it the “great” open road.

Tourism and Events Queensland will on Thursday launch a new campaign encouraging Aussies to grab the keys and head to the Sunshine State’s northwest corner for an epic driving holiday.

The $500,000 push, called “It’s too great to wait”, aims to lure travellers with the love of a good old fashioned road trip and will be promoted in a blitz across social media, digital, radio and print, targeting interstate audiences.

The campaign will feature nods to iconic events like the Mount Isa Rodeo, Julia Creek Dirt N Dust Festival and the Savannah in the Round music festival, shaping a classic road trip itinerary in a bid to attract more visitors to North West Queensland.

Drive tourism accounts for 51 per cent of Queensland’s holiday market with data estimating it will be worth $12 billion annually by 2032.

Queensland Tourism Minister Michael Healy said there was nothing like hitting the road for a getaway.

League legend Johnathan Thurston is a proud backer of the campaign. Picture: Evan Morgan

“With the cost-of-living pressures, a bucket-list Queensland road trip is the perfect way to have an amazing holiday without compromising on fun,” he said.

“Nothing compares to hitting the open road in the sunshine state where you can dig for dinosaur bones, fossick for gems, chase waterfalls, explore small towns with big personalities and enjoy our beautiful national parks.

“It really is too great to wait.”

TEQ chief executive Patricia O’Callaghan said there was a long list of excuses to make an epic Queensland road trip holiday.

“We’ve fuelled up the tank to market drive holidays – the barra are biting, the trails are calling, the campfires are crackling and there’s hot springs with your name on it,” she said.

Queensland rugby league legend Johnathan Thurston, a former TEQ board member, said there was nothing like a road trip holiday across some of Australia’s most spectacular terrain.

“I’m a passionate Queenslander and a big advocate for our state so it’s great to see Tourism and Events Queensland’s latest drive campaign launch,” he said.

TOP 5 NORTHWEST TRIPS

1. Undara National Park: Home to the world’s longest lava tube system

2. Cobbold Gorge: Walk the 11m long glass bridge over water below

3. Porcupine Gorge National Park: ‘Australia’s Little Grand Canyon’

4. Richmond: Learn about the fearsome Kronosaurus, the biggest dinosaur fossil found in Queensland

5. Mount Isa Hard Mines Tour: Explore the region’s history on a guided underground mine tour

Originally published as New tourism campaign promoting north west Queensland road trips is too great to wait