Rising Qld star headlines new tourism campaign with Madonna classic

A year after enlisting Bluey and Robert Irwin to put Queensland on international radars, local musician Kita Alexander has been recruited to attract interstate holidaymakers with a reimagined take on a Madonna classic.

“That Holiday Feeling”, a new video campaign from Tourism and Events Queensland, features Alexander performing Madonna’s iconic ’80s pop anthem Holiday against a montage of the state’s best assets and natural attractions.

Brisbane-born singer-songwriter Kita Alexander is fronting a new campaign to attract interstate visitors to Queensland.Credit: Tourism and Events Queensland

The celebrated destinations on display include the Great Barrier Reef and Mossman Gorge in North Queensland, K’gari’s Lake McKenzie, the Sunshine Coast’s Glasshouse Mountains, and Brisbane’s Howard Smith Wharves.

Alexander, a singer-songwriter from Brisbane who lives in the Northern Rivers with her professional surfing husband, Owen Wright, and young family, launched the collaboration only a few weeks after finishing her support slot with internationally acclaimed pop artist Dua Lipa on her Australian tour.

“I am such a proud Brisbane-born, Gold Coast-raised girl, who never in her wildest imagination thought she’d be the face of her home state’s major tourism brand,” Alexander said.

“I want people to hear this song and feel a rush of excitement – like they need to book a Queensland getaway immediately.”

Alexander listed the Great Barrier Reef, Hamilton Island and Noosa as favourite “happy places” in her home state.

“I love being by the water ... our beaches and ocean are honestly some of the best in the world,” she said.

Newly appointed chief executive of TEQ Craig Davidson joined the Crisafulli government at Kangaroo Point for the campaign launch, a month after being announced as Patricia O’Callaghan’s replacement in the top tourism role.

“From beachside bliss to rugged outback adventures, buzzing cities to soul-soothing bush escapes, Queensland is made up of 13 incredibly diverse regions, each with its own brand of magic,” Davidson said.

“What unites them is the contagious energy of our people – our passionate operators, proud local characters and family-run businesses – who bring the energy, the stories and the spark to every experience.

“This brand [campaign] is a big, bold celebration of them, and of the millions of bright, fun-filled moments that make a Queensland holiday unlike anything else on earth.”

Premier David Crisafulli said That Holiday Feeling would be a cornerstone of the government’s 20-year tourism plan, designed to leverage Queensland’s profile in the lead-up and after the 2032 Olympic and Paralympic Games.

“That Holiday Feeling is a powerful invitation to explore Queensland, now and into the future,” he said.

Minister for the Environment and Tourism Andrew Powell said the campaign was well-timed following visitor growth in the state.

“Queensland welcomed more than 28 million visitors last year,” Powell said.

“This brand helps unify our tourism story – one that champions local communities, encourages regional dispersal, and ensures Queensland remains top of mind in a competitive global market.”

Tourism is one of Queensland’s most important sectors, with an estimated 64,000 related businesses across the state.

In the financial year to June 2024, Queensland welcomed 25.6 million domestic visitors and 2.1 million from overseas.

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