Tourism and Events Queensland (TEQ) officially launched its new brand platform, That Holiday Feeling, to the New Zealand market with an immersive evening of Queensland hospitality.
Delivered in partnership with Experience Gold Coast and Tourism and Events Queensland, the event welcomed a vibrant mix of trade partners, airline representatives, and media to celebrate Queensland’s renewed focus on regional dispersal, major events, and short-break getaways.
Hosted by TEQ Chief Executive Officer Craig Davidson, the evening spotlighted Queensland’s diverse appeal beyond its gateway cities, reinforcing the state’s position as an accessible, high-value holiday destination for Kiwi travellers. Guests were treated to Queensland-inspired cocktails, a sumptuous dinner showcasing flavours from across the Sunshine State, and a festive conclusion with exciting travel prizes to Queensland up for grabs.
A centrepiece of the evening was the announcement of a new travel trade incentive, designed to energise bookings and increase awareness of Queensland’s major events calendar. Running through to 2 August 2025, the campaign offers the top-performing agency team the chance to win an exclusive trip to Brisbane for Magic Round 2026, including flights, accommodation, and eight tickets to rugby league’s most electrifying event. Performance will be measured by average Queensland holiday bookings per team member during the incentive period.
Speaking at the event, Davidson emphasised the role of both high-profile and regional events in driving tourism growth and dispersal. “Our event platform remains a cornerstone of our strategy, offering excellent opportunities for the trade to package experiences around major fixtures. But we’re equally focused on showcasing regional events from the outback to the coast that help draw Kiwis further into the heart of Queensland,” he said. Davidson added that surprise events often become highlights for visitors, but TEQ’s goal is to flip that dynamic making events the very reason people book in the first place. “We want events to become a magnet for regional travel, rather than a bonus discovery.”
The new brand platform, That Holiday Feeling, is also supported by fresh creative assets and rich visual content aimed at rekindling emotional connections with Queensland. The campaign will remind New Zealanders that Queensland remains one of the easiest and most rewarding international escapes, particularly with strong and growing aviation connectivity across Auckland, Wellington, Christchurch, and Queenstown.
“Queensland is perfectly positioned for short breaks three to four days is all it takes to reset and recharge. And we want the trade to feel confident in selling beyond the Gold Coast or Brisbane. Regions like Cairns and the Daintree, Townsville, the Whitsundays, and the Southern Great Barrier Reef all offer first-class infrastructure and unforgettable experiences,” Davidson added.