‘That Holiday Feeling’ launched as Queensland tourism operators face huge challenges

A multi-million-dollar advertising campaign showcasing the best of Queensland, has being hailed as the start of a plan to help battling tourism operators. WATCH THE VIDEO

Confusing approval processes and improved transport infrastructure will be tackled by the state government, to increase tourism services and lure southern interstate holiday-makers on the back of an advertising blitz.

The Queensland Government has launched a new tourism campaign, That Holiday Feeling, as a cornerstone of the Crisafulli Government’s 20-Year Tourism Plan to take advantage of Queensland’s time on the world stage in the lead up to the 2032 Olympic and Paralympic Games.

The advertising brand features singer Kita Alexander’s cover of Madonna’s Holiday, likely to be featured in many campaigns over the next five years.

Speaking at the campaign launch on Sunday, Tourism Minister Andrew Powell defended broadening the Olympics in the aftermath of concerns by outgoing Australian Olympic Committee boss Matt Carroll it risks losing its “magic” – advocating long-lasting economic benefits a decade after the major event.

“Queensland’s a big state, it’s five times the size of Japan, but the opportunities are endless, and if we get that connectivity right … I think we will see opportunities for those international visitors,” Mr Powell said.

“Sure, they won’t be able to do it all once they’re here for the games, but we want to give them a taste.”

Screengrab 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.

Six months into the LNP government’s term, Mr Powell said legislative change will likely be needed to strengthen a tourism strategy expected to be released within three months.

But Mr Powell conceded the challenges for tourism across the state including declining festival numbers, airline costs, and red-tape that restricted tourist operators.

“There may be some aspects for us to consider,” Mr Powell said.

“A whale watching operator in Hervey Bay told me that to operate their business, they had to fill in seven different permits from four different departments.

“I understand as a result of our commitment to try and reduce that down to one, there will be legislative changes required.”

Events would be a significant part of the government’s Destination 2045 strategy and would be advertised, and Mr Powell said it was important tourists saw Queensland as “more than just beaches and rainforests and the Outback.”

Connecting the regions featured heavily within roundtable discussions, including airfare costs, and Mr Powell said infrastructure to improve airport access would be delivered.

Singer Kita Alexander whose voice is behind the That Holiday Feeling campaign, talks to the press at Kangaroo Point on Sunday morning. Picture Lachie Millard

Tourism and Events Queensland’s chief executive Craig Davidson said the brand drew on geographical and cultural diversity.

“And the platform That Holiday Feeling is really hard for anyone else, any other state, any other country in the world, to argue with us on,” he said.

The capital recently drew international attention in a study by swimwear company Pour Moi, which listed Brisbane as its sixth most romantic city in the world, ranking below Rome, and three ahead of Paris.

Mr Powell was unsurprised by the result as he highlighted the city’s beauty from Kangaroo Point Cliffs.

“Look at this, it’s that holiday feeling, it’s the sun, it’s that feeling that even when you’re working here you’re not really working, you just live in the best part of the world,” Mr Powell said.

“And so I would think that that adds a little bit of romance.”

Originally published as ‘That Holiday Feeling’ launched as Queensland tourism operators face huge challenges