Queensland tourism officials are tapping into 1980s nostalgia with a new campaign built around a cover of Madonna’s hit Holiday to entice visitors back to the Sunshine State.
The campaign, titled That Holiday Feeling, features a video of singer-songwriter Kita Alexander leaving behind a rainy city to find blue skies and scenic landscapes across Queensland.
A promotional clip posted on social media showcases destinations from Coolangatta on the Gold Coast to Mossman Gorge in Far North Queensland, with western Queensland represented by Charlotte Plains in Cunnamulla.
The campaign comes as Queensland looks to revive tourist numbers, which declined in 2024 due to the cost-of-living crisis and a strong dollar making travel to Asia more attractive.
“It’s more than a slogan; it’s a big opportunity for Queensland,” Tourism Minister Andrew Powell said during Sunday’s launch of the campaign.
Previously, Queensland’s tourism campaigns featured the internationally beloved animated series Bluey, with Robert Irwin inviting visitors to “come play” in the $9.2 million “Bluey’s World, For Real Life” initiative.
This year’s campaign, however, adopts a more mature tone. Instead of cartoon imagery, scenes show people paddleboarding, hiking, swimming, and snorkelling across Queensland’s diverse landscapes.
Mr. Powell didn’t specify the cost of the new campaign but suggested it could continue for several years, possibly through to the 2032 Brisbane Olympics.
“The exciting part is that this brand isn’t just one campaign — it could span four or five years,” he said.
Campaign built on nostalgia
The campaign banks on nostalgia, hoping Australians will remember fond family holidays in Queensland and be inspired to return.
Madonna’s Holiday, originally released in 1983, climbed into the Top 10 in several countries and remains an iconic song for many.
“We’re actively targeting other states like New South Wales, Victoria, Western Australia, and South Australia,” Mr. Powell said.
“Many people from these places have holidayed here before, and we want to rekindle those memories.”
The campaign also aims to appeal to Queenslanders and international visitors.
Tourism and Events Queensland CEO Craig Davidson said Queensland’s appeal was unrivaled.
“The platform That Holiday Feeling is one no other state or country can match,” Mr. Davidson said.
“We are the ultimate holiday destination, both in Australia and globally.”
Positive signs over Easter
Tourism officials saw encouraging signs of recovery over Easter, with Gold Coast hotel occupancy rates reaching 90%, a 10% increase compared to last year, Mr. Powell said.
Concerns that Cyclone Alfred’s beach erosion would deter tourists were eased after collaborative efforts with airlines and promotional deals on Queensland.com helped turn things around.
Gold Coast Mayor Tom Tate said he was excited to see momentum build.
“The Gold Coast has always been the jewel in Queensland’s tourism crown, and we’re looking forward to building on our record visitor spend,” Mr. Tate said.
Kita Alexander, the campaign’s “face,” is originally from Queensland but now lives in Byron Bay, often returning to Hamilton Island for holidays.
“I just love the beaches and the heat,” said Ms. Alexander, whose debut album came out last year.
She recalled that one highlight of filming the campaign was floating alone on her back near Heart Reef in the Whitsundays while a drone captured footage overhead.
“I kept telling the ocean I was its friend because I was out there alone,” she said.
“But I had the best time ever — it was absolutely magical.”
