Queensland, Australia’s eternal holiday heartland, has dusted off its sun hat and set out a fresh invitation for all Australians: come and feel That Holiday Feeling again.
In a stirring nod to tradition, Tourism and Events Queensland (TEQ) has unveiled a brand-new national campaign, reimagining Madonna’s iconic 1983 pop anthem “Holiday” with a local twist, courtesy of rising Brisbane star Kita Alexander. It’s a bold, nostalgia-laced move designed to reconnect the nation to the joy, energy, and unmistakable spirit that only Queensland can deliver.
With a vibrant montage of crystal-clear waters, ancient rainforests, dazzling city lights, and golden sunsets, the campaign is more than just a visual feast—it’s a heartfelt reminder that the simple pleasures of a Queensland getaway never go out of style.
Premier David Crisafulli, a steadfast champion for the Sunshine State’s future, said the launch marked the beginning of something truly significant.
“This is the start of something bigger for Queensland – a clear, confident statement about where our State is headed,” Premier Crisafulli declared.
“That Holiday Feeling captures everything locals and visitors cherish—the natural beauty, the energy of our cities, the warmth of our people, and the unforgettable memories forged here.
“It’s a powerful invitation to explore Queensland, not just now, but for generations to come.”
Far more than a summer sizzle reel, That Holiday Feeling lays the foundation for Queensland’s ambitious 20-year tourism vision—one that confidently eyes the Brisbane 2032 Olympic and Paralympic Games as a catalyst for growth, prosperity, and a renewed global spotlight.
A Celebration of Queensland’s Many Faces
The campaign’s cinematic sweep takes in the Whitsundays, Daintree, Gold Coast, Brisbane, Sunshine Coast, K’gari (Fraser Island), Outback Queensland, and, of course, the Great Barrier Reef. Each location plays its part in the bigger story: no matter your style of holiday—whether a heart-pounding reef dive, a sun-soaked city rooftop at golden hour, or a soul-soothing walk through ancient rainforest—you’ll find it in Queensland.
Andrew Powell MP, Queensland’s Minister for the Environment and Tourism, summed it up best:
“Queensland is where Australians come to let go, live a little, and feel truly good again,” Minister Powell said.
“Whether you’re sailing through the Whitsundays or chasing the last light in Brisbane, that magical shift into holiday mode happens almost instantly.”
Indeed, there’s something timeless about Queensland’s lure. It’s not merely the landscapes—it’s the warmth of its people, the zest of its cities, the wildness of its outback, and the deep, ancient soul of its land.
Kita Alexander: A Proud Voice for Home
In a moment of serendipity, the campaign’s new soundtrack comes from none other than Queensland’s own Kita Alexander, whose soulful rendition breathes fresh life into the classic anthem.
“I’m such a proud Brisbane-born, Gold Coast-raised girl who never dreamed of fronting her home state’s major tourism campaign,” Alexander said.
“When people hear this song, I want them to feel a rush of excitement—as if they need to book a Queensland getaway immediately.”
For Alexander, That Holiday Feeling is about more than beaches and cocktails.
“It’s about relaxing by the water, trying new adventures, and making memories with loved ones,” she said.
“My happy places are the Great Barrier Reef, Hamilton Island, and Noosa. Our beaches and oceans are honestly among the best in the world.”
Her interpretation of Holiday acts like a musical passport, offering listeners a “permission slip” to pause real life, embrace spontaneity, and chase the kind of moments that become family legends.
A Platform for a New Era
According to TEQ CEO Craig Davidson, That Holiday Feeling is much more than a marketing exercise—it’s a rallying cry for the future of Queensland tourism.
“From beachside bliss to rugged outback adventures, buzzing cities to serene bush escapes, Queensland offers 13 incredibly diverse regions, each with its own magic,” Davidson said.
“What binds them together is the contagious energy of our people—our passionate operators, our local characters, our family businesses.
“This brand is a big, bold celebration of them—and the millions of memories that make a Queensland holiday unlike anything else on Earth.”
As Queensland prepares to host the world in 2032, this new brand platform equips local tourism operators with a unified, confident voice that is ready to resonate across Australia and far beyond.
Already rolling out nationally, That Holiday Feeling will soon be amplified through the efforts of key partners, including Ignite Travel Group, Expedia Group, and the Qantas Group (which includes Jetstar), ensuring it reaches hearts and imaginations across the globe.
It’s a campaign that respects the old, embraces the new, and reminds us of a simple, unchanging truth: a Queensland holiday isn’t just a trip; it’s a feeling—pure, bright, and wonderfully impossible to forget.
To find that Holiday Feeling yourself, visit www.queensland.com.
By Anne Keam
