Just two months into the job as CEO of Tourism and Events Queensland, Craig Davidson is on-message – and committed to being the No.1 tourism destination in the country.
If he were a rugby league player, he’s been handed the ball and told to run with it. And that’s exactly what he is doing at the Australian Travel Exchange 25 being held this week at the Brisbane Convention and Exhibition Centre.
This is the 45th ATE and around 1,500 Australian seller delegates and 700 buyer delegates from over 30 countries are attending. They are expected to conduct 60,000 scheduled business appointments and participate in key networking events to sell Australia to the world.
Tourism and Events Queensland is a partner in the events, along with support from the Brisbane Economic Development Agency, so you wouldn’t want to yell out “Go the Blues” in this audience despite all states and territories being represented. “Bluey” yes as the hugely popular Bluey’s World has just extended its stay in the capital. But much like where the BBC-owned animated TV series is made and set, this ATE is very much focussed on the Sunshine State with a quarter of the floor space taken up by Queensland offerings.
Davidson has an admirable tourism scoreboard too, and not just in Queensland. He has more than 35 years across Australian hotels, resorts, attractions and nature-based experiences, including Southern Pacific Hotel Corporation, Hamilton Island, Voyages Hotels and Resorts, Ardent Leisure Theme Parks and Journey Beyond.
He also headed up Tourism Australia’s Investment Attraction and Industry Development team including aviation route development, so he knows how to sell product. Numerous board roles also include six years as a director at Destination Gold Coast.
But this is the whole state of Queensland and he’s ramping up its pursuit of achieving the top spot in Australia’s domestic tourism race, which includes a new brand platform which adds fresh new fuel to an already roaring tourism engine. The message? No matter why you’re here – business or pleasure – you’ll walk away with “that holiday feeling”.
It’s a simple idea, but an effective one. And it speaks to the evolving nature of travel, where lines between corporate and leisure blur and people expect a certain vibrancy from the places they visit — even if they’re technically on the clock.
That’s exactly what Queensland is delivering, he says, as head of the team responsible for rolling out the ambitious new strategy that’s more than a campaign – it’s a statewide mindset.
“We’re a big tourism state. That means we don’t just rely on Brisbane – we’ve hosted major events in Cairns, the Gold Coast, Townsville,” he says. “There’s a different buzz in each. I worked at Tourism Australia when we first took a major business event to Cairns. The atmosphere was electric – totally different to Sydney or Perth. That’s the Queensland difference.”
It’s a difference built on a few key ingredients: balmy weather, relaxed locals, natural beauty, and increasing connectivity via road, rail and air. Queensland isn’t just a destination; it’s an ecosystem that delivers escapism wrapped in accessibility.
When it comes to business events, Queensland’s strength lies in that seamless integration between work and play — the emerging travel trend of ‘bleisure’ (business + leisure). According to Davidson, it’s more than a trend — it’s a strategic pillar.
“There’s no reason you can’t feel like you’re on holiday even if you’re attending a three-day conference,” he says. “You walk out of your hotel and it’s 26 degrees. You’re in the heart of a vibrant city or a lush coastal town. It’s good for the mood – and good for business.”
Aiming to be the No.1
Queensland is now firmly aiming to be the No.1 domestic tourism market in Australia by 2032, the same year it will host the Olympic and Paralympic Games in Brisbane. With $44 billion in tourism revenue in its sights and a target of $2 billion from events alone, TEQ is throwing its weight behind a future built on experience, brand, and serious investment in infrastructure.
Airports across the state — from Brisbane to Cairns to the Gold Coast — are expanding. Meanwhile, regional dispersal is being prioritised. That means encouraging travellers to head north to places like Townsville, west to the Outback, or down into the Scenic Rim, not just hover around the city or beach hotspots.
That is reflected in the new brand, That Holiday Feeling, launched just ahead of the conference, which aims to capture the spirit of a Queensland escape in visual feast of iconic locations. Iconic 80s hit Holiday reimagined as a new Queensland anthem, performed by homegrown singer-songwriter Kita Alexander.
So how does the new brand help achieve that?
“It’s that holiday feeling — it works everywhere,” he says. “The song, the visuals, the tone — it all fits. And we’ve created tools that regions and operators can use immediately. They can build on it with their own content and feed it back to us. It’s collaborative.”
Singer-songwriter Alexander fronts the campaign, bringing a Brisbane flavour to the instantly recognisable soundtrack. Paired with a colour palette drawn from Queensland’s own landscapes — ocean blues, rainforest greens, sun-drenched ochres — the campaign is designed to feel both iconic and intimate.
Regional tourism onboard
Importantly, the platform isn’t just a top-down initiative. Thirteen regional tourism organisations are already onboard, helping to localise the campaign and push the message across social channels where real engagement happens.
And yes, it’s about bookings too.
While TEQ isn’t putting out hard conversion metrics just yet, the focus is clear: commercial outcomes for tourism operators. With user-generated content, regional alignment, and multichannel reach, the campaign is poised to drive demand across key source markets — particularly New South Wales and Victoria — and boost overnight expenditure.
“Longer stays, more immersive experiences, and yes, even more luxury — this platform can flex for it all,” he says. “It supports everything from a family road trip to a high-end eco-lodge experience.”
With Brisbane’s transformation into a global gateway ahead of the Olympics, and regional Queensland buzzing with new energy — from agri-tourism to chef-led eateries popping up in the city — the campaign couldn’t be more timely.
“Brisbane’s got the buzz now. It’s walkable, it’s got great bars, chefs are moving here, and it’s easy to get around,” he says. “You’re not stuck in traffic like you are in some other capitals. And when people come to Brisbane, they tend to explore further afield. That’s what we want.”
Upcoming events like the CAPA Aviation Summit, set to return to Queensland, and Travel Weekly’s own Travel DAZE in Cairns on May 34-14 show the state’s strong hand in attracting trade attention. Add to that a soon-to-be-released 20-year tourism strategy, and it’s clear that Queensland’s future is being plotted with intent.
From eco-initiatives to cutting red tape for boutique farm stays, the future looks both sustainable and diverse. There’s a sense that now — more than ever — Queensland knows what it is, and where it’s going.
“Sometimes great brands just state the obvious,” says the Davidson. “And what’s more obvious than Queensland being Australia’s No.1 holiday destination?”
The next 14 months will be key in seeing whether this new platform delivers on its promise. But if the early buzz and blue skies are any indication, Queensland might just have bottled that holiday feeling — and made it work all year round.
