26 February 2026
OUTBACK QUEENSLAND. IT’S SOMETHING ELSE.
OUTBACK QUEENSLAND. IT’S SOMETHING ELSE.
The Outback Queensland. It’s Something Else tourism campaign has officially launched, led by Tourism and Events Queensland in partnership with Outback Queensland Tourism Association.
The campaign was launched by Queensland Tourism Minister Andrew Powell alongside Tourism and Events Queensland CEO Craig Davidson and OQTA Chair Shaun Radnedge. Assistance has been provided through the jointly funded Australian-Queensland Disaster Recovery Funding Arrangements (DRFA), with the $2.14 million campaign now live across PR, media and digital channels.
Early media coverage has been strong, with stories already appearing across national breakfast television, metropolitan and regional media, and online platforms. Further coverage is expected to roll out over the coming days and weeks as the campaign activity continues.
The campaign is designed to drive visitation to Outback Queensland and support communities impacted by the Western Queensland floods in March 2025, while also building momentum into the 2026 travel season. While focused on the nine flood-affected local government areas, the broader messaging will support promotion of Outback Queensland as a whole.
This activity will be supported by the release of the 2026 Outback Queensland Traveller’s Guide, helping convert awareness generated by the campaign into on-ground visitation and bookings for operators across the region.
Outback Queensland Tourism Association will continue to work closely with Tourism and Events Queensland, the Department of the Environment, Tourism, Science and Innovation and the Queensland Reconstruction Authority to maximise the reach and impact of the campaign, ensuring benefits flow across Outback Queensland and to local tourism businesses.
