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Home » New Tourism Campaign Encourages Queenslanders To Enjoy ‘Days Like This’

New Tourism Campaign Encourages Queenslanders To Enjoy ‘Days Like This’

A new $2.4million tourism campaign is being rolled out to encourage more Queenslanders to support the industry and its workers as part of the continued rollout of Queensland’s plan for economic recovery from COVID-19.

Tourism and Events Queensland (TEQ) has partnered with master creative agency Rumble to create the campaign, which is spearheaded by a 60 second launch commercial directed by Hailey Bartholomew, via Taxi Films.

The ‘Days Like This’ campaign features Van Morrison’s classic hit which has be re-recorded and given a distinctly Queensland feel by local musicians Tia Gostelow and Busby Marou.

Rumble creative founder Nancy Hartley said the campaign platform, ‘a beautiful way to be’ speaks to the transformational quality of a holiday in Queensland, and the enriching diversity of its experiences. “With the ongoing pandemic, traveller sentiment is ever-changing, but we all aspire to simple joys shared with people we love. ‘Days Like This’ in Queensland are the ones that connect to something deep within to create memories you’ll have with you forever.”

The campaign will be on TV, cinema, OOH, print, BVOD and social channels, and launches initially in Queensland before it is extended elsewhere in Australia and New Zealand later this year.

Client: Tourism and Events Queensland

Chief Executive Officer: Leanne Coddington

Group Executive Marketing: Michael Branagh

Creative and Content Director: Michelle Blancato

Creative and Content Specialist: Jarrod Meakins

Marketing Program Director: Kate Duffy

Global Brand Leader: Alison Hobbs-Anderson

Creative Agency: Rumble Strategic Creative

Founders/Creative Partners: James Burchill & Nancy Hartley

Director, International Markets: Damian Coren

Account Director: Nikita Baynes

Account Executive: James Goodrich

Agency Producer: Julie Duff

(Romeo Digital) Creative Director: Marco Eychenne

Designers: Stephanie Gow, Aimee Macdonald

Media agency: AKQA

Communications Director: Alyce Mollenhauer

Production company: Taxi Films

Director: Hailey Bartholomew

Executive Producer: Andrew Wareham

Producer: Imogen Dick

Director of Photography: Campbell Brown

Post Production: Cutting Edge

Producer: Camille Cannings

Offline Editor: Annika Salisbury

Online Editor: Steve Leacey

Colourist: Angela Cerasi

Audio: Mike Lange

Music licensing: Music Mill

Track: Days Like This, Van Morrison

Artists: Busby Marou with Tia Gostelow

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9 Tourism Ads That Used Emotion, Humor, and Innovation to Win

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10 Characteristics of Advertising You Need to Know

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Tourism advertisements play a crucial role in enticing travellers to explore new destinations. These promotional campaigns serve as a window into the wonders of a place, capturing the essence of its culture, landscapes, and unique attractions. Through vibrant visuals and compelling narratives, such advertisements ignite the curiosity and wanderlust of potential tourists.

Consider the breathtaking images of pristine beaches, historic landmarks, and lively local markets showcased in travel ads. These visuals create a sense of longing, prompting individuals to go on a journey to experience these wonders firsthand. The power of persuasion lies in the carefully crafted messages that highlight the distinctive features and hospitality of a destination.

Moreover, tourism advertisements contribute significantly to the economic growth of a region by attracting visitors and stimulating local businesses. A well-designed campaign not only promotes tourism but also fosters cultural exchange and understanding. 

What is a Tourism advertisement?

View this post on Instagram A post shared by Marketiqe Digital Marketing (pronounced “Mar-ketick”) (@marketiqe)

Tourism advertisement serves as a compelling window into the wonders of a destination, enticing potential travellers with a visual and narrative showcase. It is a strategic communication tool employed by regions, cities, or countries to promote their unique attractions, cultural heritage, and recreational offerings. These advertisements aim to capture the imagination of the audience, fueling a desire to explore and experience the featured locale.

Typically, tourism advertisements employ vivid imagery and engaging storytelling to highlight the scenic beauty, historical significance, and diverse activities awaiting visitors. From breathtaking landscapes to vibrant city life, these promotions strive to evoke a sense of wanderlust and adventure. The use of catchy slogans, upbeat music, and relatable experiences further enhances the allure.

By showcasing the essence of a destination, these campaigns contribute not only to economic growth through increased tourism but also to cultural exchange and mutual understanding between people from different parts of the world. 

Importance of Tourism advertisement

Tourism advertisements play a pivotal role in promoting destinations and fostering economic growth. These campaigns act as enticing windows into the diverse and captivating offerings of a place, captivating potential visitors. The significance of tourism advertising lies in its ability to create awareness and spark interest, driving people to explore new locales. It serves as a virtual introduction, showcasing the unique cultural, historical, and natural attractions a destination has to offer.

In addition to attracting tourists, these advertisements contribute significantly to the local economy. A surge in tourism leads to increased revenue for businesses, such as hotels, restaurants, and local artisans. The economic impact extends beyond immediate tourism-related sectors, positively influencing the overall prosperity of a region. Furthermore, successful tourism campaigns can enhance a location’s global image, making it a desirable and memorable destination.

Tourism advertisements act as powerful catalysts, stimulating both curiosity and economic development. They transform mere places on a map into vibrant, sought-after experiences, benefitting not only the tourism industry but also the communities that thrive on the influx of visitors.

Top 9 Tourism Advertisement Examples

Here are the top 9 Tourism advertisement examples!

“Incredible India” Campaign

View this post on Instagram A post shared by Incredible India (@incredibleindia)

The “Incredible India” campaign stands as a shining example of effective tourism promotion, inviting people from around the world to discover the myriad wonders of the Indian subcontinent. Showcasing India’s diverse tapestry, the campaign paints a vivid picture of the country’s rich cultural heritage, historical treasures, and breathtaking landscapes.

Through a combination of captivating visuals and compelling narratives, “Incredible India” captures the essence of the nation, from the iconic Taj Mahal to the vibrant festivals and bustling markets. The campaign serves as a virtual journey, enticing travellers with the promise of a truly immersive and unforgettable experience.

Beyond its aesthetic appeal, the campaign plays a crucial role in promoting economic growth. By attracting tourists, it generates revenue for local businesses, hotels, and artisans, contributing to the overall prosperity of communities across the country. It stands testament to the power of tourism campaigns in not just attracting visitors but also in fostering a deeper understanding and appreciation of a nation’s cultural treasures.

“Pure New Zealand” Tourism

Pure New Zealand’s tourism campaign stands out as a captivating invitation to explore the enchanting landscapes and warm hospitality of this island nation. Through picturesque visuals and heartfelt narratives, the campaign showcases New Zealand as a dream destination for nature lovers and adventure seekers alike. It skillfully captures the essence of the country’s pristine beauty, from the majestic mountains to the breathtaking fjords and crystal-clear lakes.

The advertisement emphasises the diverse range of experiences available in New Zealand, from thrilling outdoor activities like bungee jumping and hiking to the serene beauty of its beaches and lush greenery. 

With a focus on authenticity and the friendliness of the Kiwi people, Pure New Zealand successfully creates an emotional connection with potential travellers. Beyond its aesthetic appeal, the campaign contributes significantly to the country’s tourism industry, attracting a global audience and boosting the economy. 

“Australia – There’s Nothing Like Australia”

Australia’s tourism campaign, “There’s Nothing Like Australia,” encapsulates the essence of the country’s allure in a captivating way. This campaign goes beyond showcasing the iconic landmarks like the Sydney Opera House and the Great Barrier Reef; it taps into the unique spirit of the continent. The advertisements emphasise Australia’s vast and diverse landscapes, from the arid beauty of the Outback to the pristine beaches of the Gold Coast.

The campaign cleverly intertwines adventure and relaxation, portraying Australia as a destination where travellers can experience a perfect blend of excitement and tranquillity. Whether it’s the vibrant cities, the rich indigenous culture, or the extraordinary wildlife, the message is clear – Australia offers a one-of-a-kind experience.

By highlighting the distinctiveness of the Australian lifestyle, the campaign creates a sense of curiosity and a desire to explore. It is not just about a place; it’s about an unmatched experience that leaves a lasting impression on anyone fortunate enough to visit. “There’s Nothing Like Australia” serves as an effective invitation, inviting the world to discover the magic and uniqueness that define this remarkable destination.

“Best Job in the World” – Tourism Queensland

Tourism Queensland’s “Best Job in the World” campaign stands out as a captivating example of destination marketing. In this innovative approach, the Australian region sought a caretaker for the Great Barrier Reef, turning the job search into a global sensation. 

The allure of the “Best Job in the World” stemmed from the promise of not just a job but a life-changing experience. The campaign successfully harnessed the power of social media and word-of-mouth, generating widespread excitement and global attention. It not only attracted applicants from around the world but also highlighted Queensland’s natural wonders, positioning it as an ideal destination for adventure seekers.

This campaign serves as a testament to the effectiveness of creativity in tourism marketing, demonstrating that an imaginative and unique approach can turn a destination into a global phenomenon, enticing travellers to explore the wonders that places like Tourism Queensland have to offer.

“Visit California Dream Big” Campaign

“Visit California Dream Big” stands out as a premier tourism campaign, enticing travellers to explore the diverse wonders of the Golden State. The campaign captures the essence of California’s allure, showcasing a tapestry of experiences that cater to every taste and interest.

With iconic destinations like Hollywood, Disneyland, and the majestic Yosemite National Park, “Visit California Dream Big” invites visitors to indulge in a myriad of adventures. 

Moreover, the campaign goes beyond showcasing attractions, emphasising the laid-back Californian lifestyle and cultural richness. Whether it’s surfing on the Pacific coast, hiking in the Sierra Nevada mountains, or exploring the tech hub of Silicon Valley, the campaign encourages visitors to dream big and immerse themselves in the diverse offerings of the state.

“Japan – Endless Discovery”

View this post on Instagram A post shared by anTokyoSeoul (@japan.endless.discovery)

“Japan – Endless Discovery” stands out as a compelling tourism advertisement, captivating hearts with its portrayal of a country that seamlessly blends tradition and innovation. The campaign paints a vivid picture of Japan’s allure, showcasing its timeless temples, serene gardens, and the iconic cherry blossoms that define its landscape. 

The essence of the campaign lies in the promise of endless exploration. It invites travellers to discover the profound beauty of ancient tea ceremonies, historic castles, and the captivating allure of geisha traditions. At the same time, it beckons them to explore the cutting-edge advancements in robotics and immerse themselves in the dynamic energy of contemporary Japan.

“Japan – Endless Discovery” isn’t just an advertisement; it’s an invitation to go on a journey that unfolds a tapestry of contrasts, where the past seamlessly integrates with the future. In doing so, it captures the imagination of those seeking a travel experience that transcends time and tradition.

“I Amsterdam” City Advertising

“I Amsterdam” City advertising stands out as a stellar example of tourism advertising, using a simple yet powerful message to attract visitors to the Dutch capital. The campaign encapsulates the essence of Amsterdam, focusing on its open-minded culture, rich history, and diverse offerings. The iconic red and white letters spelling “I Amsterdam” have become synonymous with the city, creating a visual identity that resonates globally.

The campaign cleverly promotes not just the city’s famous landmarks like the Anne Frank House and Van Gogh Museum but also the everyday experiences that make Amsterdam special – from cycling along picturesque canals to exploring vibrant neighbourhoods. 

This approach has successfully attracted a broad audience, making Amsterdam not just a place to visit but a city to experience. The campaign’s simplicity and authenticity make it a standout example of how effective tourism advertising can capture the spirit of a destination and inspire travellers to explore its unique charm.

“Malaysia, Truly Asia”

“Malaysia, Truly Asia” stands out as a compelling tourism advertisement that beckons travellers to explore the diverse wonders of this Southeast Asian gem. The campaign encapsulates Malaysia’s unique charm by showcasing its cultural richness, breathtaking landscapes, and warm hospitality. With a tagline that resonates, it promises an authentic Asian experience.

The advertisement takes viewers on a visual journey, unveiling the country’s multifaceted identity. From the bustling street markets of Kuala Lumpur to the serene beaches of Langkawi and the historic sites of Penang, it paints a vivid picture of Malaysia’s cultural tapestry. 

“Malaysia, Truly Asia” is not just a tagline; it’s an invitation to discover a nation where modernity meets tradition, and where every step is a venture into a new, enriching experience. Through this campaign, Malaysia captures the hearts of global travellers, making it a must-visit destination that lives up to its promise of being truly Asia.

“South Africa – It’s Possible”

“South Africa – It’s Possible” stands as a compelling tourism advertisement, beckoning travellers to explore the wonders of this diverse nation. The campaign paints a vivid picture of South Africa’s possibilities, from its mesmerising landscapes to its vibrant cultural tapestry. The advertisement showcases the majestic wildlife in its natural habitats, like the renowned Big Five, enticing animal lovers and adventure seekers.

Moreover, the campaign captures the essence of South Africa’s rich history and cultural heritage, inviting visitors to delve into its multicultural communities and experience the warmth of its people. The phrase “It’s Possible” serves as both an invitation and a promise, suggesting that whatever one dreams of experiencing, South Africa can make it a reality.

From the iconic Table Mountain to the golden beaches and bustling cities, the advertisement encapsulates the breadth of experiences awaiting travellers. By effectively combining stunning visuals and a positive, inclusive message, “South Africa – It’s Possible” succeeds in not only promoting tourism but also in creating a sense of optimism and excitement about the limitless possibility.

Final Thoughts

Tourism advertisements are like magical doorways that open up the world’s wonders. They use captivating images and stories to make you dream of far-off places, enticing you to pack your bags and explore. From Incredible India to the serene beaches of Malaysia, these campaigns not only showcase a destination’s beauty but also bring economic growth and cultural exchange.

Suksham Goyal

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The Queensland Cabinet and Ministerial Directory

Queenslanders encouraged to enjoy ‘days like this’ in new tourism campaign.

Published Sunday, 25 July, 2021 at 02:18 PM

Minister for Tourism Industry Development and Innovation and Minister for Sport The Honourable Stirling Hinchliffe

With tough times for Queensland’s tourism industry ongoing as the global COVID-19 pandemic continues to require a strong health response, Queenslanders are again being urged to support the state’s tourism industry.

A new $2.4 million tourism campaign is being rolled out to encourage and inspire more Queenslanders to support the industry and its workers in our home state as part of the continued rollout of Queensland’s plan for economic recovery from COVID-19.

The ‘Days Like This’ campaign showcases a range of popular tourist spots and features Van Morrison’s classic hit which has been re-recorded and given a distinctly Queensland feel by local musicians Tia Gostelow and Busby Marou.

Tourism Minister Stirling Hinchliffe said the campaign launched today is the first step in a long-term strategy to support our tourism industry with further investment at the right time.

“In the short term, this campaign is targeted at encouraging Queenslanders to support local tourism businesses,” the Minister said.

“We know the continuing restrictions due to COVID is impacting our tourism industry, particularly those to protect us from the new highly infectious Delta strain.

“When it’s safe to ease travel restrictions, the campaign will be extended with further funding to lure other Aussies and Kiwis to experience ‘Days Like This’ in Queensland and further boost our industry.

“Millions of people around the world are now talking about Queensland after our successful Brisbane 2032 bid.

“We will continue to capitalise on our successful Olympics bid in showcasing our great state in coming years.”

Mr Hinchliffe said the awarding of the 2032 Olympic and Paralympic Games had put Queensland tourism in a unique position to rebuild better.

“The Palaszczuk Government is absolutely committed to supporting the tourism industry to maximise Queensland’s Games opportunities for our Covid-19 Economic Recovery Plan,” Mr Hinchliffe said.

“We think the ‘Days Like This’ campaign will stir emotions and show Queensland is the place to be for worthy holiday memories that will last a lifetime.

“Memories like a young child seeing a large reef fish for the first time, experiencing genuine Indigenous culture, the adrenaline of white water rafting or relaxing in an artesian mineral bath in the Outback – these are some of the quintessential Queensland holiday snapshots ‘Days Like This’ celebrates.       

“Our plan focusses on energising Queensland’s tourism brand to the global audience that the lead up to 2032 Olympic and Paralympic Games will bring.

“We intend to grow the campaign interstate and internationally as Australia’s pandemic recovery evolves. 

“Right now, it starts with the almost 3 million Queenslanders predicted to watch the TV coverage of the Tokyo Games, and the top-rating Survivor Australia series filmed in Outback Queensland.

“We’re already working with the travel industry to deliver ‘Days Like This’ holiday deals to support tourism operators in the south, outback, central and northern areas of the State.

“With the 2032 Olympic and Paralympic Games ahead of us, there’s never been a better time to remind visitors of the Queensland experiences they’ve always dreamt of and supercharge our Economic Recovery.”   

Tourism and Events Queensland Chief Executive Officer Leanne Coddington said launching ‘Days Like This’ was an exciting step forward in marketing the state.

“We have been looking closely at how to take the next step to evolve our message towards more purposeful travel – where we show people that travelling in Queensland is good for their soul and can be good for the world as well,” Ms Coddington said.

“The time is right as we emerge from COVID restrictions and seek to reconnect with friends, family and our environment, and we look to simplify things and enjoy moments with those we love.

“A major campaign like this aims to keep Queensland first in people’s minds when they’re planning and booking their next trip.

“It is an exciting time to explore Queensland with a thriving events calendar just released for the second half of the year, incredible destinations and experiences right around the state and the celebration of the Year of Indigenous Tourism in Queensland this year.

“The campaign perfectly highlights the breadth of experiences across Queensland, being filmed in 14 locations around the state from Millaa Millaa Falls in the Far North’s Tablelands to Charlotte Plains Station in Outback Queensland, the Gold Coast’s Hydrofoil tours and Brisbane’s Howard Smith Wharves.”

Tourism businesses are encouraged to use the new campaign toolkit to leverage the campaign. Visit teq.queensland.com/dayslikethis

[ENDS] 

DOWNLOAD SAMPLE CAMPAIGN CREATIVE ASSETS (INCLUDING TVC) HERE

Locations featured in the campaign creative:

• Millaa Millaa falls, Cairns & Great Barrier Reef
• Sunlover Reef Cruises, Cairns & Great Barrier Reef
• Jarramali Rock Art Tours, Cairns & Great Barrier Reef
• Lady Elliot Island, Bundaberg
• Keppel Explorer, Capricorn
• Ocean Rafting, The Whitsundays
• Journey to the Heart, The Whitsundays
• Australia Zoo, Sunshine Coast
• Howard Smith Wharves, Brisbane
• Gold Coast Hydrofoil Tours, Gold Coast
• Sum Yung Guys, Sunshine Coast
• Queensland Art Gallery & Gallery of Modern Art, Brisbane
• Charlotte Plains Station, Outback Queensland
• Birdsville Big Red Bash, Outback Queensland

16 Top-Rated Tourist Attractions in Queensland

Written by Karen Hastings Updated Sep 13, 2021 We may earn a commission from affiliate links ( )

Queensland, "the Sunshine State," is Australia's most popular vacation destination. Golden beaches, idyllic tropical islands, fantastic surf breaks, World Heritage-listed rainforests, rivers, reefs, and waterfalls are just some of the state's natural jewels.

All Queensland's sun-soaked settings offer exhilarating outdoor adventures. The dazzling Whitsunday Islands and the Great Barrier Reef offer superb diving and snorkeling. K'Gari ( Fraser Island) is a favorite four-wheel-driving adventure, and the wilderness areas along the Queensland coast are excellent for hiking, biking, boating, and fishing.

For a change of pace, Queensland's capital, Brisbane , delivers big-city attractions with a small-town feel. South of Brisbane lies the glitzy Gold Coast with its hedonism and high rises. Traveling north along the coast from the capital, you can explore a string of holiday resorts, from sleepy beach towns and rainforest villages, to picturesque Port Douglas, and the tropical tourist-magnet of Cairns. Learn more about the best places to visit in this sunny state with our list of the top attractions and things to do in Queensland.

1. Dive or Snorkel on the Great Barrier Reef

2. take a safari through daintree national park and cape tribulation, 3. go four-wheel-driving on k'gari (fraser island), 4. island hop at the whitsundays, 5. stroll along four mile beach in port douglas, 6. visit cairns, 7. bask on the beaches of noosa heads and the sunshine coast, 8. soar over the rainforest to kuranda, 9. live it up on the gold coast, 10. get a culture fix in brisbane, 11. hop aboard a whale watching cruise in hervey bay, 12. enjoy the views in maleny & montville, 13. bird-watch at lamington national park, 14. tour townsville and magnetic island, 15. feed a kangaroo at australia zoo, 16. explore the cape york peninsula & the torres strait islands, map of tourist attractions & things to do in queensland.

It's difficult to overstate the beauty and ecological importance of this World Heritage-listed natural wonder. This is the planet's largest living structure , and it's so vast, you can see it from space.

Much of the reef lies within the Great Barrier Reef Marine Park , which extends off the northern coast of Queensland, from Mackay to the northeastern corner of Australia. The park itself is about half the size of Texas and protects more than 3,000 coral reefs, 600 continental islands, 300 coral cays, and a patchwork of mangrove islands.

Diving or snorkeling the reef is one of Australia's must-do outdoor adventures . The astounding diversity of marine life lures visitors from around the world. More than 1,600 species of tropical fish inhabit the reef, as well as sharks, dugongs, dolphins, turtles, giant clams, and kaleidoscopic soft and hard corals. Underwater viewing stations and glass-bottom boats also offer a window into this underwater wonderland.

Other popular things to do during a visit to the Great Barrier Reef include scenic flights, island-hopping cruises, and sailing trips.

On the mainland, Cairns, Port Douglas, and Airlie Beach are the top gateway towns for tours. Alternatively, you can stay at one of the resort islands within the marine park. The Whitsunday Islands offer popular attractions and accommodation options and make a great base to explore the reef.

Remote Lizard Island , the park's most northerly island, is famous for its exclusive resort , and Lady Elliot Island , the reef's southernmost coral cay, is home to a popular eco-resort .

A Wet Tropics World Heritage Area, Daintree National Park is the planet's oldest surviving rainforest . That alone should be reason enough to visit, but it also harbors one of the world's highest concentrations of threatened and endangered species.

Located in Far North Queensland, the two main sections of the park include the crystal-clear waters and lush forests of Mossman Gorge , as well as Cape Tribulation , where tropical rainforest fringes the reef-splotched shores of the Coral Sea.

The ecosystems here are incredibly diverse. More than 18,000 plant species, as well as a fascinating array of animals live within the park, including the flightless southern cassowaries (ostrich-sized birds), crocodiles, Boyd's rainforest dragons, brightly hued azure kingfishers, spotted cuscuses, and musky rat-kangaroos.

The best way to explore this area is on a guided safari. Many companies offer tours on amphibious vehicles and include rainforest hikes and tropical fruit tastings. However, you can also take a self-drive tour.

Other popular things to do include ziplining through the rainforest, horseback riding, swimming at Mossman Gorge, looking for cassowaries along the Jindalba Boardwalk , and hiking the many other rainforest trails.

Just south of the park, the resort town of Port Douglas is a popular base for arranging rainforest wilderness safaris. This area is one of the best places to visit in Queensland in winter, during the dry season.

On the beautiful Fraser Coast, about a 3.5-hour drive from Brisbane, World Heritage-listed K'Gari (Fraser Island) is the largest sand island in the world . Four-wheel drive adventures here explore wide windswept beaches, crystal-clear lakes and streams, dingoes, dense forests, sacred Aboriginal sites, and multi-hued rock formations.

Seventy-Five Mile Beach is the island's main thoroughfare and provides access to some of K'Gari's top attractions . These include the rusted hull of the Maheno shipwreck , the bubbling rock pools of Champagne Pools , Eli Creek , and the colored sandstone cliffs of The Pinnacles .

Tiger sharks, dolphins, and whales swim in the wind-whipped waters, and the island's fauna includes Australia's purest strain of dingo and more than 300 species of birds.

Top things to do inland include swimming in the aquamarine Lake McKenzie ; exploring the rainforest trails of Central Station; and visiting Lake Wabby , backed by a towering sandblow.

The most popular access point for tours to Fraser Island is Hervey Bay, the whale watching capital of Australia. From here, you can hop aboard a car or passenger ferry to K'Gari or book a Fraser Island Day Tour .

Off the coast of central Queensland, the Whitsunday group encompasses 74 stunning islands strung along the Great Barrier Reef . The Whitsundays are continental islands, the summits of a coastal range emerging from the sea. All but five of them have been declared national parks, and about eight are home to popular resorts.

Popular things to do in the Whitsundays include diving and snorkeling tours, sailing trips, basking on the dazzling tropical beaches, and relaxing at the island resorts.

The most famous resorts include luxurious Hayman Island ; tiny Daydream Island Resort ; well-developed Hamilton Island , the largest of the island resorts; and Palm Bay Resort on beautiful Long Island, with access to 13 kilometers of walking tracks.

On uninhabited Whitsunday Island, Whitehaven Beach, with its powdery white sands and turquoise water, is one of the most beautiful beaches in Australia .

Airlie Beach is the main launching points for island excursions.

Dotted with palms and mango trees, the once-sleepy village of Port Douglas is now a charming holiday resort. It's the closest mainland town to the Great Barrier Reef , making it a popular base for reef trips, as well as wilderness safaris in Daintree National Park . This picturesque town lies about an hour's drive north of Cairns, along a scenic coastal road, which winds between beaches and rainforest-cloaked hills.

Skirting the beautiful blond sweep of Four Mile Beach , Port Douglas has a relaxed tropical vibe, with cute cafés, shops, and art galleries. From the Flagstaff Hill Lookout enjoy breathtaking views of the palm-fringed beach merging with the turquoise Coral Sea.

Top things to do in Port Douglas include getting up close to Aussie animals at the Wildlife Habitat , shopping at the farmers markets, and soaking up the downtown scene on Macrossan Street. Other adventures on offer include safaris in all-terrain vehicles to Daintree National Park and Cape Tribulation , fishing trips, northbound expeditions through the rugged landscape of the Cape York Peninsula , and boat trips to Cooktown and the Great Barrier Reef.

Thanks to the year-round toasty weather in the tropics, Port Douglas is one of the best places to visit in Queensland in winter. This is the prime tourist season, when the weather is typically sunny and dry.

In a superb location, between the Great Barrier Reef and the dark hills of the Atherton Tableland, Cairns is one of the most popular tourist towns in Far North Queensland. It makes a great base to explore the best of Queensland.

Cairns is a friendly, laid-back town, with palm-fringed streets, large parks, and colorful gardens. Beautiful beaches radiate out along the coast from Trinity Bay and Palm Cove to Port Douglas. Feel like a stroll? The five-kilometer-long Cairns Esplanade runs along the bay, with a saltwater swimming lagoon and free water-themed playground for young children.

Cairns is an excellent base for day trips. It's one of the most popular launching points for excursions to the Great Barrier Reef , as well as tropical islands such as Green Island and Fitzroy Island .

The Atherton Tableland to the southwest is another popular day trip destination, where you can explore rainforest reserves, waterfalls, and the charming attractions in the mountain village of Kuranda. The Kuranda Scenic Railway or the Skyrail cableway offers spectacular views over the surrounding countryside and the World Heritage-listed rainforests of Barron Gorge National Park .

Other top things to do in Cairns include visiting the Flecker Botanic Gardens, with more than 100 species of palms, and learning about the region's history at Cairns Museum. Cairns is also one of Australia's best fishing destinations .

Wondering where to stay in Cairns? You'll find accommodation to suit all budgets, from buzzy backpacker digs to flashy resorts.

Stretching from Caloundra to Noosa Heads, the Sunshine Coast is one of the most popular places to visit in South East Queensland. Known for its beautiful beaches, it's also a popular holiday spot for Aussies, only about two hours north of the Gold Coast high-rises but seemingly a world away. Beaches are among the top attractions on the Sunshine Coast , from peaceful, cliff-fringed bays to famous surf breaks.

Noosa Heads is one of the most popular resort areas. Its postcard-perfect slice of sand and sea, Main Beach, is one of Noosa's top attractions , and it's also home to a famous surf break.

For more beautiful beaches and fantastic surfing, Coolum is another great place to visit on the Sunshine Coast. The Point Arkwright Trail here connects a series of secluded cliff-fringed bays, where you can escape the crowds and take a cool dip on a hot summer's day.

And more beaches await at Caloundra , from popular Kings Beach, with its oceanfront pool, to Moffat's point break and the perfect paddling waters of Paradise Beach.

Maroochydore is the region's bustling commercial center and the location of the Sunshine Coast airport.

A trip to Kuranda, a charming rainforest village on the Atherton Tableland, is as much about the journey as the destination. From just outside of Cairns, you can take the Skyrail Rainforest Cableway and fly over World Heritage-listed rainforests and the beautiful Barron River and Gorge .

Alternatively, the Kuranda Scenic Railway chugs through the rainforest, past rugged peaks and waterfalls. The journey ends in the little station at Kuranda, about 25 kilometers northwest of Cairns, which is almost hidden by tropical plants and palms.

Exploring Kuranda's highlights starts with a stroll around the village. Artsy shops, galleries, and the colorful Kuranda markets sell souvenirs and local crafts, and you can soak up a slice of nature at several animal sanctuaries. The Australian Butterfly Sanctuary, Birdworld, Kuranda Koala Gardens, and Rainforestation Nature Park are favorite things to do in Queensland for families.

Walks can be arranged on request from Kuranda to the wildly romantic Barron Gorge National Park . At Tjapukai Aboriginal Cultural Park by the Caravonic Lakes, you can learn about Aboriginal culture and enjoy frequent native dance performances.

Travelers wishing to take the scenic self-drive route to Kuranda will also enjoy the journey.

The Gold Coast is one of Australia's best-known holiday regions. During the last few decades, a building boom transformed the coast into a kind of tropical Las Vegas, with skyscrapers and shopping malls stretching from Southport in the north to Coolangatta in the south.

Packed with tourist attractions and high-rise hotels, Surfers Paradise - "Surfers" for short - is a tourist magnet, legendary for its alliterative assets: sun, surf, and sand. But it's easy to escape the crowds in the surrounding wilderness areas or on the outlying beaches.

Despite Surfers Paradise's reputation for hedonism, you'll find plenty of Queensland attractions for families in the region. South of Surfers Paradise, kids love Currumbin Wildlife Sanctuary , and Movie World , where old film sets have been recreated by Warner Bros. To the north, in Southport, you can see your favorite marine creatures at Sea World .

Not surprisingly, swimming, sunbathing, and surfing are popular things to do on Queensland's Gold Coast , and nature lovers will find plenty of attractions to explore. Excellent networks of roads lead to scenic lookouts in the hinterland, where many wilderness areas are within easy reach, including popular Lamington National Park .

To visit the Gold Coast, you can fly into Coolangatta airport, near the Queensland-New South Wales border.

Brisbane, Australia's third largest city and the capital of Queensland, offers a more relaxed pace than the larger capitals in the country's southeast. It makes a great base to explore Queensland. The city straddles the Brisbane River and is bounded on the east by the sea and on the west by the Great Dividing Range.

Visitors love the city's sunny climate and its luxuriant parks and gardens. Top things to do in Brisbane include strolling around the Brisbane Botanic Gardens Mt Coot-tha, with more than 2,000 species of plants, and visiting Lone Pine Koala Sanctuary , one of the few places where you can touch and feed koalas.

Family-friendly South Bank Parklands features riverside walking and biking trails, lush gardens, shops, and restaurants.

River cruises are also popular. One of Brisbane's best known tourist attractions is the Kookaburra Queen , an old paddle steamer, which cruises down the Brisbane River, and the River Life Adventure Centre offers adrenalin-fueled water sports on the river.

Other things to see and do include shopping at the Queen Street Mall , climbing the Story Bridge , exploring the exhibits at the kid-friendly Queensland Museum , browsing the inspirational art exhibits at QAGOMA , and enjoying beautiful city views from Mt Coot-tha Lookout .

Brisbane is also a great jumping-off point for a range of rewarding day trips that showcase the best of Queensland, from island getaways and wildlife-rich national parks to the famous Australia Zoo and family-friendly theme parks.

Ever wanted to swim with a humpback whale or come eye-to-eye with one of these gentle giants? This bucket-list adventure is one of the top things to do in Hervey Bay , the whale watching capital of Australia .

In 2019, Hervey Bay became the first place in the world to earn a World Cetacean Alliance designation as a Whale Heritage Site .

What makes it so special? K'Gari (Fraser Island) shelters the shallow waters off Hervey Bay, providing a sanctuary for these magnificent marine mammals. Here, they take a break from their long migration to rest, socialize, and teach their calves, and lucky visitors can enjoy up-close exhilarating encounters with them. Some cruises even offer you the chance to swim with the whales , one of the unique things to do in Queensland.

Wondering about the best time to visit Hervey Bay for whale watching? Late July through early November are the prime months. And if you're not visiting during whale season, you'll find plenty of other nature experiences in Hervey Bay, from eco-cruises , sunset cruises, and fishing charters to Indigenous cultural tours and spending time on the peaceful beaches.

Craving some tranquility in the country? Head to the Sunshine Coast hinterland villages of Maleny & Montville. Both these charming villages sit high in the Blackall Ranges with breathtaking views of the Glasshouse Mountains, a cluster of volcanic plugs rising out of the coastal plain.

Maleny is dairy country. That means rolling green hills, cows, and, best of all, cheese! You can sample some while you're here, as well as other artisan products, like the sweet cocoa treats at Maleny Chocolate Factory.

Montville also offers inspirational views of the lush valleys and the Glasshouse Mountains. Art galleries, craft cottages, boutiques, and gift shops peek out from veils of blossoms on the main street. Along with Maleny, it's one of the best country towns to visit in Queensland, and it's the perfect place to linger and enjoy Devonshire tea.

Nature is also never far away. Look for pademelons on the rainforest trails at Mary Cairncross Scenic Reserve , enjoy a picnic at Barron Pocket Dam , spot platypus on the Obi Obi Boardwalk right near downtown Maleny, or hike to Kondalilla Falls .

About a two-hour drive south of Brisbane, Lamington National Park is a World Heritage Area and one of the state's most popular national parks. Located on the Lamington Plateau of the McPherson Range , amid the remnants of an ancient volcano, the park contains spectacular scenery, with steep gorges, more than 500 waterfalls, tropical and subtropical rainforests, and beech forests in the higher elevations.

Nature buffs will be in heaven here. More than 190 species of birds live in the park, including bowerbirds and colorful flocks of parrots. Red-necked pademelons, a small kangaroo-like marsupial, frolic at the rainforest fringes, and the shy platypus swims in the park's river rock pools.

Lamington National Park is also a haven for hikers with more than 150 kilometers of walking trails.

Official site: http://www.nprsr.qld.gov.au/parks/lamington/

Townsville is the largest tropical town in Australia. It's an excellent base for excursions and tours, particularly to beautiful Magnetic Island and the Great Barrier Reef, but it also offers plenty of tourist attractions of its own.

The town lies on Cleveland Bay at the foot of Castle Hill , a 300-meter-high granite crag. Walking tracks lead to its peak, with panoramic views over the town and sea. But perhaps the best place to start exploring the city is the Strand . Strolling along this scenic waterfront promenade, you can take a dip at one of the swimming areas, soak up some of the region's history at Jezzine Barracks , enjoy a picnic in a park, or dine at a nearby café.

Apart from the picturesque waterfront, Townsville owes much of its charm to its many parks and private gardens filled with luxuriant tropical flowers. While you're here, be sure to take a stroll through the Queen's Gardens, Townsville's oldest botanical garden, and Townsville Palmetum, with the world's largest collection of palms.

Families will find plenty of kid-friendly attractions. Pack a picnic and head to Riverway , with its pretty riverfront parkland, walking and biking trails, art exhibits, and free swimming pools, and if you're interested in the local aquatic life, Reef HQ Great Barrier Reef Aquarium features an underwater tunnel where you can view the coral reef and marine life up close.

Other popular things to do in Townsville include visiting the Museum of Tropical Queensland and diving the SS Yongala wreck.

Made famous by the late Steve Irwin, the charismatic croc-loving Aussie conservationist, Australia Zoo is one of Queensland's best loved family attractions. An easy day trip from Brisbane , the zoo has a strong focus on education and conservation. As well as Aussie favorites like kangaroos, koalas, emus, dingoes, - and crocs - you can also see exotic animal species, including Sumatran tigers, rhinos, meerkats, zebras, giraffes, cheetahs, and elephants.

Crocoseum performances are a great way to learn more about some of the fascinating creatures that call the zoo home, including birds of prey, snakes, and the venue's namesake crocodiles. You can also ride a camel, feed a kangaroo or red panda, and cuddle a koala. The zoo is spread out over 110 acres, so make sure you wear your walking shoes.

Official site: http://www.australiazoo.com.au/

Remote, rugged, and rich in Aboriginal history, the Cape York Peninsula & Torres Strait Islands are some of the most the unique places to visit in Queensland.

Looking for adventure? You'll find it on the legendary "trip to the tip" of Cape York Peninsula, one of Australia's epic road-trips. You can also reach some of the top Cape York destinations on a day trip from Cairns, including the historic settlement of Cooktown and the wildlife-rich wetlands of Lakefield National Park .

But to hit the northernmost tip of Australia, excellent planning and an off-road vehicle are essential. River crossings are part of the adventure, and in the far north, wet season deluges wash out the rudimentary roads, so travel must be tackled during the dry season, from May to October.

Along the way, you'll see jungly rain forests, wild mangrove-fringed beaches, sprawling savannah, croc-filled rivers, ancient rock art, and fascinating Aboriginal communities. North of Weipa, it's usually necessary to camp, and satellite phones are highly recommended.

If you're not up for the planning and logistics of a self-drive tour of this wild, relatively unspoiled region, you can always take an organized tour or fly directly into one of the 274 Torres Strait Islands north of Cape York's tip. Thursday Island is the main administrative center and a great place to learn about the culture of the Torres Strait islanders. Horn Island reveals a fascinating military history. Private Roko Island offers a unique glamping experience, and you can tour a pearl farm here and on Friday Island .

Fishing charters off Weipa are another popular way to explore this untamed coast.

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‘They just make you happy’: the Queensland farmers who took a chance on a million sunflowers

Battling drought, Jenny and Russell Jenner tore out their failing crops. Could fields of sunflowers for selfies save their Queensland farm?

T here is the smell of freshly cut hay as you travel the country road towards the yellow that dusts the landscape in the distance. Row upon row of sunflowers run away down the hills. Little bursts of sunshine sway on the top of tall stems. With their bright optimistic faces – their sheer yellowness – they reach towards the sun, bringing the positive .

But in 2021 there was no yellow in this landscape. Everything was brown, dead, desiccated in the heat haze. After seven years of drought the Moogerah Dam in south-east Queensland’s scenic rim was nearly empty. “There was no water left,” says Jenny Jenner, “and they were cutting off our allocation. And you can’t grow anything without water.” The quaint country towns in the area were depressed; no one was buying seed, fertiliser, fuel or food. “It wears people down,” the farmer adds. “You forget what years and years of drought do to people and the stress that it puts them under. I was trying to think, how could we diversify the farm? I was trying to think out of the box.

“What could we do?”

The epiphany was yellow. It came from a supermarket, wrapped in cellophane. Jenny’s husband, Russell, had spontaneously bought her three sunflowers from Woolworths. They lasted, she noted, more than a week in a vase.

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Neil McGregor, the director of the documentary film about them, Growing Happiness, says: “Obviously it had been a sort of rough patch for them, he had done this sort of little gesture, kind of a sweet little moment.”

When they were sitting on her bench Jenny thought: “How pretty are they?”

Unable to grow their main crop of lucerne (for hay) and wanting to put something cheerful into the community, Jenny thought: “Why not plant a big patch of sunflowers and get people to come and look at them.” It was done, she says, “purely for tourism”,– they had no choice but to diversify. “We just thought let’s have a crack at this and see how it goes.”

Sunflowers are an obliging plant. They are drought hardy and only take 60 days to flower. “And it was on the news that people were crossing the road and climbing through barbed-wire fences, trespassing, stuff like that, to get photos” at sunflower farms across the country. And so Jenny would become a sunflower wrangler.

When Jenny has an idea, Russell says in the new documentary, “It happens.”

After planting their first crop, they began modestly, opening the farm for 2,500 people for a day. “We had so many people wanting to come that we ended up opening the next day and another 1,000 people turned up.”

Because, let’s face it, everyone looks good in a sunflower selfie.

In 2022 they planted a million sunflower seeds. Then came the obstacles. They had gone from being farmers to event managers. There was the challenge of trying to get so many flowers to reach peak glory on the three days the visitors would come. In front of the farmhouse veranda is a field of flowers that peaked early this year and are starting to droop.

“It has been so humid this year they came out in 40 days,” Jenny says.

There is, as every farmer knows, the unpredictability of weather. Nature has its own plan.

Jenny is sitting on the veranda of her home on a hill outside the town of Kalbar, a place of scenic wooden farmhouses. Cloud shadows dance across the rolling cinematic landscape stretching to the mountains of the Great Dividing Range, ghostly blue in the distance. In this moody subtropical climate you can see the storms coming across those mountains.

And come they did when the drought ended.

“Ever since we planted sunflowers it keeps raining.” In 2022 it rained and it rained and it rained – the east coast flooded. “When it’s raining constantly you can’t plant, you can’t get tractors on the ground, you can’t do anything.” The flowers were upset; drowning, stunted, shutting down. There were sleepless nights, 15,000 people had bought tickets to Kalbar sunflower festival but there were no blooming sunflowers. “Farmers are typically resilient people,” McGregor says, “it does take a bit to rattle them.” Rattled, the Jenners put the festival back two weeks.

Then there were the neighbours complaining about the volumes of people coming into town, clogging up narrow roads. “Everyone hates you,” one man is recorded saying vehemently in Growing Happiness. Even the redoubtable Jenny wilts like the waterlogged flowers outside after that phone call. “There are still a few issues,” she admits now. And council restrictions on numbers. “The council put some quite heavy restrictions, fines on us.”

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And then the worst thing happened. Amid all the yellow joy around her there is an undercurrent of sadness about Jenny, of grief.

Around Christmas 2021 – half a year after their first sunflowers bloomed – Russell was diagnosed with oesophageal cancer. Still, they kept going. “Russell was never one to sit in the corner and say, ‘Oh woe is me, I’m dying.’ He was very stoic.”

By last year the sunflower festival was such a success there was a waiting list of 17,000. It is sold out again this year. But these hectic days leading up to the 2024 festival, as Jenny awaits the delivery of 41 toilets and huge marquees are “bittersweet”.

Russell died in July last year. Jenny has continued on the farm without her husband of 38 years. Her voice gets a bit wobbly when she talks about him. “I’ve learned a lot over the last couple of years. I will continue the festival in Russell’s honour and to raise money for cancer. That’s my focus.”

She wouldn’t be doing it, she admits, if it wasn’t making money. “It is a part of our business plan now. But if we can make a difference because we can grow some flowers we will try and help people. To me it is important to grow the sunflowers to do good for other people.”

To her the flowers are all individual, like people. “They are just different shapes – there’s really tall ones, you sometimes get them heart shaped, then you get other ones that are quite short. All the seeds are planted at the same time, they will be side by side, but they will look completely different. But when they flower and bloom they are all equally beautiful.”

While they are growing they will swivel from east to west tracking the sun across the sky. But once they bloom, Jenner says: “They all face east. They don’t need to go west any more. And they’re too heavy so they just stay in the one position.”

Seeing 25 acres of sunflowers en masse, unfurling into their full sunshiny power, covered in bees, basking in warmth, you can understand why they have been seen as symbols of spiritual significance for centuries, sacred in so many religions and cultures. The mathematical precision of the tiny florets in a pattern of interconnecting spirals at their centre is a marvel of nature.

As is the fact that so many thousands of people are drawn to them, brought out into the natural world. Studies have found that sunflower seeds can reduce stress levels and that exposure to sunflowers can release serotonin in the brain.

“They just make you happy,” Jenny says. “How can you go home unhappy?”

Above all, she says: “It is giving people hope. And nobody could ever say that the flowers weren’t beautiful.”

But they are all too fleeting. In 10 days they will wilt and be gone. Ploughed back into the earth for potassium. A crop of wheat will be planted in their place. Until next year.

Growing Happiness has its world premiere on Sunday 21 April at the Gold Coast film festival

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