- New tourism campaign promotes Queensland's 'Holiday Highway' along the beach and island dotted Pacific Coast Way.
- Travellers invited to explore unique wonders, iconic 'big things' and unforgettable experiences through multi-stop road trips.
- Campaign is a key initiative of the Crisafulli Government's Destination 2045 tourism strategy.
The Crisafulli Government is putting Queenslanders in the driver's seat, encouraging travellers to pack the car with family and friends and explore 'Australia's Holiday Highway' in Queensland.
The new campaign promotes the Pacific Coast Way, the celebrated beach and island-studded stretch between the Gold Coast and Cairns, as the holiday highway of the nation.
Launched by the Crisafulli Government through Tourism and Events Queensland, the campaign is a major initiative under the Destination 2045 tourism strategy.
Designed to encourage connections across Queensland, the Pacific Coast Way is the largest of three major road-trip routes, with the Great Inland Way between Hebel and Cooktown and the Matilda Way between Cunnamulla and Karumba, also featuring.
The campaign is aimed primarily at interstate and local travellers, encouraging them to hit the highway and enjoy multi-stop itineraries packed with unique icons, natural wonders, events, and nostalgic charm.
Under Labor, funding to support Tourism and Events Queensland was due to be cut by almost half meaning campaigns - like this one which would deliver major boosts to regional communities - may not have been possible.
In contrast, the Crisafulli Government restored funding in the budget to give Tourism and Events Queensland certainty so they can continue to drive world class marketing campaigns.
Minister for the Environment and Tourism Andrew Powell said the campaign celebrated Queensland's diversity and aimed to grow the State's share of road-trip holidays.
"Road trips are a fun and practical way to holiday, and we want to make it even easier for people to get out and about and enjoy all that our State has on offer," Minister Powell said.
"From the Sunshine Coast's Big Pineapple to the Golden Gumboot in Tully, from whale watching in Hervey Bay or getting the adrenaline pumping at the Gold Coast's theme parks, Queensland is packed with big things to see and do.
"Taking a road-trip along 'Australia's Holiday Highway' is the perfect way to explore all this and so much more, as this campaign embraces the icons and experiences that make Queensland unforgettable."
Tourism and Events Queensland CEO Craig Davidson said the campaign was part of a long-term strategy to grow Queensland's share of drive holidays.
"This campaign is about inspiring travellers to jump in the car and explore deeper, stay longer and experience the full breadth of Queensland's natural and cultural wonders," Mr Davidson said.
"Whether it's ready-made itineraries available on Queensland.com, or accommodation deals along the way, we're doing all we can to make the drive holiday easy, affordable and fun.
"We're proud to launch 'Australia's Holiday Highway' and are excited to see how our tourism industry brings it to life across the State."
The campaign is now live nationally across broadcast, online video, social media, large-format outdoor and native content placements.
