The new Big Sky Drive, an outback route connecting Mount Isa, Camooweal and Cloncurry, has been hailed as a major step forward in strengthening tourism and supporting economic resilience across northwest Queensland.
With assistance provided through the jointly funded Commonwealth-state Disaster Recovery Funding Arrangements (DRFA), the Big Sky Drive is designed to increase visitor dispersal, extend length of stay and drive new economic activity across the region. The route positions tourism as a key pillar in the future-ready economies of all three communities.
“We know how important it is to get people back to the regions after disasters have ended, and that is what this is all about,” Federal Assistant Minister for Northern Australia and Assistant Minister for Tourism Senator Nita Green said. “Because the best road to recovery is the one travelled by visitors, and I am so proud to support this campaign.”
Minister for the Environment and Tourism Andrew Powell said the Crisafulli Government was focused on improving the resilience of communities, backing local operators and supporting a sustainable tourism future.
“We’re making sure regions like northwest Queensland are better prepared for the future – whether that’s through stronger disaster planning, supporting local businesses, or helping the tourism industry adapt and grow,” Powell said.
“Through the Disaster Recovery Funding Arrangements, we’ve been able to support projects like the Big Sky Drive, which gives more people a reason to explore the outback and experience everything this region has to offer.”
Mount Isa Mayor Peta MacRae said tourism plays an important role in the northwest, generating direct visitor expenditure and creating jobs across accommodation, hospitality, retail, transport and events.
The route promotes a four-night outback itinerary showcasing the region’s landscapes, heritage, events and local characters. A geo-located audio guide featuring local voices and stories will further enhance the visitor experience and differentiate the drive from other outback routes, offering travellers an immersive storytelling experience unique to northwest Queensland.
“The Big Sky Drive provides a coordinated platform to grow visitation and unlock the multiplier effect of tourism – where every dollar spent by a visitor flows through to fuel stations, cafés, pubs, tour operators, supermarkets and service providers,” McRae said.
“By formally establishing the Big Sky Drive, the region is creating a clear, marketable story that gives travellers a fresh reason to explore northwest Queensland. Importantly, the Big Sky Drive also shines a light on some of Queensland’s more off-the-beaten-track outback communities – places that offer authentic experiences, rich history and striking landscapes, and are equally deserving of attention within the state’s broader tourism narrative.”
A dedicated marketing campaign will now roll out to establish the Big Sky Drive as one of Australia’s most compelling outback road trips. This includes a coordinated brand identity, professional photography and videography captured across all three towns, targeted public relations activity, paid digital advertising and partnerships with drive, caravanning and travel media.
Local tourism operators have been central to the development of the initiative, participating in workshops to strengthen digital readiness and ensure alignment across the region. An operator toolkit has been created, equipping businesses with branded assets, campaign imagery, social media templates and suggested copy so they can actively promote their place on the drive and leverage the broader marketing activity.
By creating a clear brand identity, capturing high-quality content and equipping operators with practical marketing tools, the Big Sky Drive aims to shift perceptions, increase awareness and position northwest Queensland as one of Australia’s most authentic and rewarding outback journeys.
