Joint media release with the Hon Nita Green and the Hon Andrew Powell MP
- Albanese and Crisafulli Governments launch new tourism campaign 'Outback Queensland. It's Something Else'.
- Country music icon Lee Kernaghan to headline two Queensland Music Trails shows and perform three pop‑up gigs across the Outback.
- Campaign and live music program set to lift visitation, drive tourism and support recovery for communities impacted by the Western Queensland floods in March 2025.
The Albanese and Crisafulli Governments are inviting travellers to rediscover the wonder of Outback Queensland with the launch of a new tourism campaign, Outback Queensland. It's Something Else.
The campaign is delivered through Tourism and Events Queensland in partnership with Outback Queensland Tourism Association.
The $2.14 million tourism recovery program, jointly funded through the Commonwealth-State Disaster Recovery Funding Arrangements (DRFA), will support the delivery of marketing and events initiatives in Outback Queensland following the western Queensland floods in 2025.
Unveiled ahead of peak travel season, the campaign spotlights the region's breathtaking landscapes, unforgettable characters and extraordinary experiences - inviting Australians to hit the road and reconnect with a place unlike anywhere else.
As part of the campaign, Australian country music legend Lee Kernaghan will join Queensland Music Trails for two major shows and deliver three pop-up gigs across Outback communities, bringing live music straight to the heart of the region.
Queensland Music Trails:
- 24 April - Charleville
- 29 April - Longreach
Spirit of the Bush Community gig locations
- 27 March - Jundah
- 28 March - Quilpie
- 29March -Thargomindah
The campaign cements Outback Queensland as one of Australia's top drive holiday destinations and plays a key role in supporting recovery for communities impacted by the 2025 floods.
Federal Minister for Emergency Management Kristy McBain encouraged visitors to explore the Queensland outback.
"The Albanese Government is working closely with the Queensland Government to ensure that disaster impacted communities get the support they need to recover.
"A key part of that is stimulating local economies and that's what this campaign is designed to do - encourage people to enjoy the beauty of Outback Queensland."
Minister for the Environment and Tourism Andrew Powell said the campaign was part of the Crisafulli Government's fresh start for Queensland, backing the resilience and spirit of outback communities.
"Through our long-term tourism plan, Destination 2045, we're driving visitation to the outback, supporting local jobs and building tourism opportunities that deliver lasting economic benefits," Minister Powell said.
"This campaign will put more boots on the ground, more money through local towns and stand shoulder-to-shoulder with outback Queenslanders as they rebuild and grow."
Queensland country music star Lee Kernaghan said he was proud to support areas of Outback Queensland that were among the hardest hit by the 2025 floods.
"The Spirit of the Bush community concerts will be a chance to bring people together from across Queensland to show support and pay tribute to the spirit and resilience of these salt-of-the-earth communities," he said.
Senator for Queensland and Assistant Minister for Tourism, Nita Green said that Outback Queensland is one of Australia's most iconic tourism experiences and that this campaign will play a vital role in the region's recovery.
"This campaign is about backing local communities while inviting Australians to experience something truly special," the Assistant Minister said.
"After the devastating floods we know that tourism plays a vital role in recovery, supporting small businesses, local jobs and the families who call the outback home."
Tourism and Events Queensland Chief Executive Officer Craig Davidson said the new campaign showcased the unique experiences only the Outback can offer.
"Outback Queensland. It's Something Else brings the region to life through the voices of locals and the experiences you won't find anywhere else, with Lee Kernaghan's performances adding even more reason for travellers to plan a trip and discover the Outback in a new and meaningful way," Mr Davidson said.
Outback Queensland Tourism Association Chief Executive Officer Denise Brown said the campaign marked a fresh chapter for Outback Queensland tourism.
"Outback Queensland. It's Something Else captures the essence of our region, its vast landscapes, rich heritage and the genuine connections visitors form with our people, while showcasing the diverse experiences that make the Outback one of Australia's most authentic and rewarding destinations," Ms Brown said.
Filmed across nine local government areas - Barcoo, Boulia, Bulloo, Diamantina, Longreach, Murweh, Paroo, Quilpie and Winton - the campaign showcases the Outback's charm through its sensational landscapes, local voices, and unique experiences.
The Outback Queensland. It's Something Else' campaign will run from 1 March to 30 June 2026.
