Queensland is shifting its tourism strategy into high gear with an ambitious new drive tourism campaign that positions the Pacific Coast Way as Australia’s Holiday Highway. This iconic route, stretching from the bustling Gold Coast to the tropical paradise of Cairns, is now at the heart of efforts to inspire travellers to explore the state through road trips filled with adventure, relaxation, and unforgettable coastal experiences.
The initiative is a key pillar of Queensland’s Destination 2045 strategy, a forward-looking plan to grow visitor numbers, support local economies, and enhance Queensland’s reputation as one of Australia’s premier holiday destinations. By branding the Pacific Coast Way as the ultimate road-trip route, the campaign taps into the growing demand for self-drive holidays that offer flexibility, freedom, and unique, authentic experiences.
A Highway for Every Traveller
The Pacific Coast Way spans more than 1,700 kilometres, linking a diverse array of attractions. From the vibrant nightlife and theme parks of the Gold Coast to the laid-back charm of seaside towns, lush hinterlands, and the gateway to the Great Barrier Reef in Cairns, the route showcases the very best of Queensland’s natural beauty and cultural highlights.
Each section of the drive promises something unique. Travellers can enjoy whale watching in Hervey Bay, visit turtle nesting sites in Bundaberg, explore the Whitsundays’ crystal-clear waters, or hike through ancient rainforests in the Wet Tropics region. The campaign invites road trippers to build their own itineraries, discovering hidden gems and must-see stops along the way.
Driving Domestic Tourism Growth
Drive tourism is a powerful contributor to Queensland’s economy, currently generating close to A$9 billion annually and accounting for almost one-third of overnight visitor spending. With this new campaign, the government aims to boost that figure to A$12 billion by 2032, coinciding with the Brisbane 2032 Olympic Games.
The strategy is designed to grow the number of drive-holiday visitors from around 8.2 million in 2023 to more than 11.7 million by 2032, reinforcing Queensland’s position as a leader in the Australian road-trip market. While the campaign aims to attract visitors from across the country, it also recognizes that locals make up a significant portion of the market, with approximately 80% of current road trippers being Queensland residents.
Strengthening Regional Communities
A key feature of the Pacific Coast Way campaign is its focus on multi-stop itineraries. By encouraging travellers to slow down and explore regional towns, the campaign helps to spread tourism spending more evenly across the state.
This approach benefits small businesses, accommodation providers, and local attractions that thrive on visitor engagement. From farmers’ markets and boutique wineries to historic townships and art galleries, travellers are encouraged to immerse themselves in Queensland’s rich cultural and natural heritage.
For example, the section between Bundaberg and Mackay offers opportunities to experience agricultural tourism, reef adventures, and wildlife encounters, making it ideal for families and groups seeking authentic, interactive holiday experiences.
Comprehensive Marketing Campaign
The Pacific Coast Way initiative is being rolled out through a multi-platform marketing strategy to ensure maximum national exposure. Advertising campaigns are live across television, online streaming platforms, social media channels, outdoor billboards, and digital travel guides.
This multi-channel approach is designed to inspire travellers with powerful imagery and practical information, making it easier for them to plan their road-trip itineraries. The campaign also provides toolkits for regional operators, enabling local businesses to align their offerings with the broader promotional effort.
A Storytelling Approach
At the heart of the campaign is emotional storytelling that reflects the freedom and discovery that road trips bring. Videos and imagery highlight families and friends travelling the highway, stopping at scenic lookouts, dining at coastal cafes, and creating memories that last a lifetime.
From watching kangaroos on the beach at sunrise to discovering secluded swimming holes and attending local festivals, the stories showcase how the Pacific Coast Way is more than a road—it’s an adventure waiting to be explored.
Aligning with Tourism Trends
The Pacific Coast Way campaign reflects a broader trend in tourism towards immersive, self-driven experiences. Travellers today are seeking holidays that allow them to connect deeply with places, support local communities, and enjoy authentic encounters.
By focusing on road trips, Queensland is responding to rising demand for cost-effective, flexible travel options. The campaign also capitalizes on the growing popularity of domestic travel, particularly among families seeking budget-friendly alternatives without compromising on quality and variety.
A Vision for the Future
This road-trip campaign is part of Queensland’s long-term vision to position the state as the country’s top destination for drive holidays. It complements other tourism initiatives, including creative branding campaigns and partnerships with regional councils, ensuring that every kilometre of the Pacific Coast Way delivers a rich and rewarding experience.
As Queensland gears up for global attention in the lead-up to the Brisbane 2032 Olympics, investments in infrastructure, marketing, and community engagement will help ensure that the state remains a world-class destination for visitors from across Australia and beyond.
Conclusion
With the Pacific Coast Way now officially branded as Australia’s Holiday Highway, Queensland is inviting travellers to pack their bags, hit the open road, and create unforgettable memories. From the sunny shores of the Gold Coast to the tropical havens of Cairns, this campaign offers an irresistible blend of adventure, relaxation, and discovery.
By celebrating both iconic destinations and hidden treasures, the initiative not only fuels economic growth but also strengthens the bonds between travellers and the vibrant communities that make Queensland such a unique and captivating place to explore.
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