Toowoomba, 15 October 2025 - Queensland Country Tourism (QCT) today launched its 2025/26 Country Drive Campaign, 'We all need a little country drive' at Rosalie House in Toowoomba. The campaign highlights the growing appeal of exploring 'your own back yard' with regional road trips to discover the extensive beauty of Queensland Country by car.

The campaign, running from 15 October 2025 to 4 February 2026, is designed to showcase the diverse destinations, unique experiences and scenic routes that make Queensland Country one of Australia's most rewarding drive tourism destinations. 

To amplify the message, the campaign includes a grand prize competition, with one lucky entrant set to win exclusive use of a Mercedes-Benz for five days to discover Queensland Country in style. Drawn by 10 February 2026 the winner will choose one of three curated adventure itineraries. Link here to view Queensland Country regional areas included in the campaign.  

Queensland Country Tourism CEO, Peter Homan said the Drive Campaign highlights the region's growing strength as a drive tourism destination.

“Queensland Country has long been a place where the journey is just as memorable as the destination. This campaign celebrates the freedom and adventure that comes with hitting the open road and positions Queensland Country as a premier drive destination for travellers seeking connection and discovery.” Mr Homan said.

“From rolling vineyards to national parks, heritage towns and hidden gems, that holiday feeling is just a Queensland Country drive away - there's no better way to experience our region than on four wheels.”

The campaign is proudly supported by West Star Mercedes-Benz. Representative Michael Burns said the partnership underscores a shared vision of delivering premium experiences for travellers.

“Mercedes-Benz is synonymous with exceptional journeys and partnering with Queensland Country Tourism allows us to showcase both the joy of the drive and the richness of regional Queensland,” Mr Burns said.

The launch featured a Mercedes-Benz on display against the scenic Toowoomba backdrop.

Drive Campaign Details:  
Campaign Period: 15 October 2025 – 04 February 2026

Grand Prize Competition Details:
Enter here: https://www.queenslandcountrytourism.com.au/win 
Entries close: Hurry, entries close 04 February, 2026 
Grand prize: Five-day use of a Mercedes-Benz to explore Queensland Country. Winner chooses one of three curated regional drive itineraries to explore over the five days
Winner drawn: 10 February 2026

Media Launch Video News Reel and Campaign B-Roll Footage:

https://www.dropbox.com/scl/fo/2jkjaricuo4qmb8bpu32i/AAx1aXsY7Bd1Hvg_Q9fE4YI?rlkey=cw9teceko1vd1h5huwij6oonl&dl=0

High Resolution Media Launch and Campaign Still Images:

https://adobe.ly/4ooostF

Please note: Image information includes subject name and location, find by clicking on ⓘ in the top right-hand corner.

Want to test drive our Drive Campaign Competition?
We invite journalists to register your interest to experience our drive Grand Prize competition firsthand and share the adventure of Queensland Country. Preference will be given to journalists with guaranteed commissions.

Media Contact:
Kerrie Geiges
Communications and Marketing Advisor
0411 950 603
communications@queenslandcountrytourism.com.au