Queensland banks on nostalgia with new Holiday tourism campaign that revives an 80s hit

Australia Broadcast Center

27-04-2025

Queensland tourism officials are harking back to the 1980s with a campaign based on a cover of Madonna's hit Holiday to remind potential visitors what it's like to visit Queensland.
That Holiday Feeling features a video showing singer-songwriter Kita Alexander apparently escaping heavy traffic in a rainy city to blue skies in scenic areas of the state.
A clip posted to social media shows destinations from Coolangatta on the Gold Coast to Mossman Gorge in Far North Queensland, with the state's west represented by Charlotte Plains in Cunnamulla.
A twisted metal sculpture of a Sauropod and her babies on the Natural Sciences Loop in the Quilpie Shire.
(
Supplied: Tourism and Events Queensland
)
Queensland is trying to revive a lull in tourist numbers in 2024, when the cost-of-living crisis ate into holiday funds and better dollar exchange rates saw more people travel to Asia.
"It's more than a tagline, it's a great opportunity for Queensland," Tourism Minister Andrew Powell said as he launched the That Holiday Feeling campaign on Sunday.
Queensland Tourism's last campaign centred on Bluey, the hugely popular animated series about a family of blue heelers from Brisbane.
This year's campaign seems more grown-up. Instead of bouncing a red balloon from scene to scene, holidaymakers are seen paddleboarding, hiking, swimming and snorkelling.
Queensland is trying to attract more tourists to coastal destinations like Lady Elliot Island off Queensland.
(
Supplied: Tourism and Events Queensland
)
Mr Powell couldn't put a figure on the cost of this year's campaign. But he said, if successful, it could roll out right up to 2032.
"The exciting thing about this brand is that it's not just one campaign. This is multiple campaigns this could go four or five years," he said.
"
It could go all the way up to the Olympics.
"
Campaign built on nostalgia
Nostalgia is driving the That Holiday Feeling campaign, with hopes holidaymakers will remember past trips to Queensland and decide to come again.
The original Holiday single was released by Madonna in 1983 and reached the Top 10 in several countries.
"We're unashamedly targeting other jurisdictions, so New South Wales, Victoria, Western Australia, South Australia," Mr Powell said.
"Most of those would have had a family or themselves holiday in Queensland and they would remember that feeling that they had, holidaying here. We want to remind them of that."
The broad campaign is also targeting Queenslanders, as well as international travellers.
Several locations including Mossman Gorge in Far North Queensland feature in the new tourism campaign.
(
Supplied: Tourism and Events Queensland
)
Tourism and Events Queensland CEO Craig Davidson said the state was unmatched by any other destination at home, or abroad.
"The platform That Holiday Feeling is really hard for anyone else, any other state, any other country in the world to argue with us on," Mr Davidson said.
"
We are the place to come to for a holiday in Australia, and we are the place to come to for a holiday globally.
"
Queensland Tourism Minister Andrew Powell says the state's trying to attract domestic and foreign tourists.
(
ABC News: Lucas Hill
)
Signs of an uptick over Easter
Encouraging signs of a recovery in tourist numbers emerged on the Gold Coast over Easter, where occupancy rates hit 90 per cent, up 10 per cent on last year, Mr Powell said.
Officials had feared that tourists would avoid the coast in the aftermath of Cyclone Alfred, which caused severe erosion on several beaches.
"We worked with all of our airlines, we offered deals on Queensland.com, and as a result we turned around what were some concerning stories and (we've) seen one of the most wonderful Easter school holiday periods yet," Mr Powell said.
Gold Coast Mayor Tom Tate said he was looking forward to seeing further momentum in numbers.
"The Gold Coast has always been the jewel in the crown of Queensland tourism, so we look forward to the new campaign building on the momentum we have been building, with record visitor spend over the last year," Mr Tate said.
Kita Alexander sings a version of Madonna's hit "Holiday" in Queensland's latest tourism campaign.
(
ABC News: Lucas Hill
)
Originally from Queensland, the campaign's "face" now lives in Byron Bay but returns to Hamilton Island for holidays. "I just love the beaches and the heat," said Ms Alexander, whose debut album was released last year.
She said the highlight of making the campaign was lying on her back in the ocean for an hour near Heart Reef in the Whitsundays while a drone filmed overhead.
"I was on my back telling the ocean I was its friend, because I was out there by myself," she said.
"
But I was fine and had the best time ever, and it was so magical.
"