27 Apr 2025
Sunday, 27 April 2025 - Queensland is inviting Australia to embrace That Holiday Feeling with a fresh take on iconic 80s pop anthem Holiday and a little help from a rising star from Brisbane.
Tourism and Events Queensland (TEQ) has launched a bold new brand platform, reimagining the classic pop anthem Holiday through the voice of homegrown singer-songwriter Kita Alexander and a visual feast of the state’s most iconic holiday backdrops.
From salty swims and nights under city lights to heart-pumping adventures and walks among ancient rainforests, That Holiday Feeling is a love letter to the moments that make a Queensland holiday sing. The moment you arrive, you’re off the clock – holiday mode activated.
Queensland Premier David Crisafulli said the vibrant new tourism identity would lay the foundation for Queensland’s long-term success.
“This is the start of something bigger for Queensland – a clear, confident statement about where our State is headed,” Premier Crisafulli said.
“That Holiday Feeling captures everything locals and visitors love about this State – the natural beauty, the energy of our cities, the warmth of our people and the unforgettable memories made here.
“That Holiday Feeling is a powerful invitation to explore Queensland, now and into the future.
“This is the first pillar of our 20-year tourism vision to ensure Queensland remains Australia’s most welcoming and rewarding destination well beyond 2032.”
Filmed across multiple locations including the Whitsundays, Daintree, Gold Coast, Brisbane, Sunshine Coast, K’gari, Outback Queensland and the Great Barrier Reef, and designed to unify storytelling across Queensland’s 13 distinct tourism regions, the campaign showcases how Queensland reconnects travellers to their holiday selves, no matter what kind of experience they’re chasing.
Queensland Minister for the Environment and Tourism and Minister for Science and Innovation Andrew Powell MP said the campaign “captures the very best of who we are and what we have to offer”.
“Queensland is where Australians come to let go, live a little and feel truly good again, and now we’re sharing that feeling with the world,” Minister Powell said.
“Whether you’re sailing through the Whitsundays or chasing golden hour on a rooftop in Brisbane, that shift into holiday mode happens fast in Queensland.
“The stories, the scenery, the warmth – it’s all here. You can feel That Holiday Feeling the moment you arrive.”
Fresh from supporting global superstar Dua Lipa on her Australian tour, Brisbane-born singer-songwriter Kita Alexander breathes new life into Holiday for a whole new generation.
“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.
“That Holiday Feeling to me is relaxing by the beach, experiencing fun new things and hanging out with loved ones.
“My happy places are the Great Barrier Reef, Hamilton Island and Noosa. I love being by the water with the sun shining and salt in my hair, and our beaches and ocean are honestly some of the best in the world.
“For me, the song lyrically embodies this feeling. Because every line is encouraging its listeners to take that holiday that is unique and special to them.
“It’s is like a musical permission slip to put real life on pause and create beautiful memories that will last a lifetime.”
Speaking to Queensland’s long-standing popularity as a tourism destination, TEQ CEO Craig Davidson said the campaign shines a spotlight on the incredible events, energising people, bold personality and breathtaking places that make Queensland Australia’s holiday capital.
“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 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, reaffirming Queensland as the true home of holidays.”
Launching this week across Australia, the new brand platform will also include a full suite of assets for industry use, designed to give Queensland’s visitor economy a confident and energetic voice ahead of the Brisbane 2032 Olympic and Paralympic Games.
To keep up with the latest tourism news from Queensland subscribe to the Queensland Stories newsletter and visit queensland.com.
Tourism and Events Queensland acknowledges the support of its valued partners Ignite Travel Group, Expedia Group and the Qantas Group including Jetstar in helping to bring That Holiday Feeling to travellers across Australia and beyond.
/ENDS
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