- Council releases its latest tourism campaign featuring acclaimed singer‑songwriter Tom Busby and his family.
- The campaign focuses on the region's drive tourism opportunities and showcases local events and attractions across a 5-day family caravanning holiday.
- Drive Tourism is a growing market in Queensland worth more than $3 billion to the Queensland economy every year.
Rockhampton Regional Council has unveiled its latest tourism drive campaign celebrating everything "Rockhampton" with the help of local music icon, Tom Busby and his family.
The campaign which follows the Rockhampton-born singer songwriter, his wife Huma and their four children on a 5-day activity packed family road trip across the Rockhampton Region. It features local tourist attractions like Rockhampton Zoo, Alkoomi Farm Stay, Rockhampton Museum of Art and Mount Morgan, capturing the simplicity of caravanning with unhurried mornings, hands on moments, and the joy of exploring somewhere new together.
From farm stay life and natural lookouts to regional attractions, heritage discoveries, and free, family friendly outdoor time, the Busbys on Tour story shows why Rockhampton is the perfect place to stop, stay and play on Queensland's Holiday Highway.
The campaign developed by Council's economic development, tourism and destination marketing agency Advance Rockhampton, supports Australia's growing drive market and aligns with Tourism and Events Queensland's focus on drive tourism.
With content designed to help families plan with confidence, the campaign includes information on where to roll in with the van across the Rockhampton Region, what to see and do and how best to capture amazing moments and memories as a family.
Australia's drive tourism market continues to surge with more than 15 million caravan and camping trips taken across Australia each year. Families are choosing more and more to opt for "drive" holiday over traditional trips with families now representing 35% of the market.
The campaign capitalises on this growing market and positions Rockhampton as one of Queensland's top Family Caravanning Getaways by promoting real local stories and practical planning information. Busbys on Tour speaks directly to families looking for value, flexibility and memorable experiences.
The campaign will roll out across YouTube, Facebook, Instagram, billboards, print and online and directly target drive market audiences and families across Australia.
A tailored industry-facing campaign toolkit has also been developed with high resolution images, video and messaging to ensure local businesses and tourism operators can promote and profile the region's best caravaning and visitor assets.
Information on the campaign including video, campaign landing page and industry toolkits can be found at www.explorerockhampton.com.au/busbytrail
Businesses and tourism operators can also register for the latest information and Advance Rockhampton tourism campaign assets via the Advance Rockhampton website www.advancerockhampton.com.au/Toolkits
The full suite of Busbys on Tour campaign materials and collateral will be rolled out across Council's YouTube, Facebook and Instagram pages over the coming months.
Quotes attributable to Rockhampton Region Mayor Tony Williams:
"We are really excited to release Busbys on Tour and showcase the very best our region has to offer.
"The drive market is a crucial part of Queensland's tourism industry as we see more and more families choose caravanning holidays over the traditional trips.
"That's why we've chosen to develop this campaign – to capitalise on that market and growth to really position our region as one of Queensland's top Drive Tourism destinations.
"I honestly can't think of anyone better than Tom and his family to showcase our region and show people the fun and adventure you can have on a family road trip. I think that's what really shines through this campaign – Tom and his family sharing those moments and making great memories as a family.
"I'm really proud of this campaign and I can't wait to see it out there and attracting those visitors to roll up into Rocky and enjoy a well-deserved break."
Quotes attributable to Advance Rockhampton Tourism Coordinator Lauren Law:
"We've taken a family first approach to drive tourism, with authentic, story driven and grounded in real experiences.
"Busbys on Tour positions Rockhampton as Queensland's Family Caravan Getaway by turning genuine local moments into practical travel planning, sharing what to expect when you arrive, how easy it is to get around, and how much there is to see and do across a relaxed week or more.
"We're proud of this campaign, and we're excited to share a Rockhampton road-trip that feels achievable, welcoming and unforgettable for families."
Quotes attributable to singer songwriter Tom Busby:
"Exploring Rocky with my kids gave me a whole new appreciation for the place I call home.
"Everywhere we went there was a story to uncover and a friendly welcome. That sense of heart, history and hospitality is what makes Rocky stand out."
"From waking up to wide open skies to discovering incredible natural formations and stepping back through local history together, the whole trip was packed with moments that made us stop and smile. Even learning to reverse the caravan became one of the funniest memories of the week.
