Business
14 August, 2024
North West tourism campaign hopes to drive tourists to region
A campaign called 'it's too great to wait' was launched in Mount Isa during rodeo week.
The “it’s too great to wait” campaign, which was launched last week in Mount Isa, will market drive holidays in North West Queensland.
Aussies have always had a love affair with the great open road and with the thousands of kilometres of highways and dirt roads in North West Queensland – there’s a whole lot to see.
The campaign will be marketed across social media, digital, radio and print, targeting interstate seasoned travellers, with the first burst of activity commencing from August to October 2024 and a second burst live from April 2025.
The campaign will also feature key events like the Mount Isa Rodeo, Julia Creek Dirt N Dust Festival and Savannah in the Round, with events shaping a great road trip itinerary and attracting more visitors to the region.
The campaign is delivered by Tourism and Events Queensland and funded under the state government’s Regional Economic Futures Fund on behalf of the Department of Energy and Climate.
In 2023, the drive market accounted for $9 billion in overnight visitor expenditure and is projected to be worth $12 billion in 2032 when the Olympics come to Brisbane.
“We’ve fuelled up the tank to market drive holidays – the barra are biting, the trails are calling, the campfires are crackling and there’s hot springs with your name on it,” said Tourism and Events Queensland CEO Patricia O’Callaghan, who grew up in Mount Isa.
“Drive holidays have always been popular with 8.1 million people going on a Queensland road trip in the year ending March 2024 and we want to grow that number to 11.7 million by 2032.”
Outback Queensland Tourism Association CEO Denise Brown said promoting the North West was easy.
“Queensland’s Outback is famous for big skies, awe-inspiring natural wonders and bucket-list destinations and events,” she said.
“Discover vibrant country towns, world-class heritage attractions, artesian baths, dinosaur fossils, luxury camping and the genuine Aussie embrace of local characters sharing stories of bush-life, culture, and history.
“With drive routes catering to every interest, and new experiences and events popping up across the region, there’s never been a better time to embark on an unforgettable Outback adventure.”
Tourism Minister Michael Healy said that drive holidays were cheaper than heading overseas.
“With the cost-of-living pressures, a bucket-list Queensland road trip is the perfect way to have an amazing holiday without compromising on fun,” he said.
“Nothing compares to hitting the open road in the sunshine state where you can dig for dinosaur bones, fossick for gems, chase waterfalls, explore small towns with big personalities and enjoy our beautiful national parks – it’s too great to wait.”