Community
17 January, 2025
Epic road trip
TOURISM bosses have launched a campaign to drive an extra $3 billion into the state’s economy by showcasing the state by road from the Gold Coast to Cairns.
The ‘Discover Queensland – TEQ’s Drive Tourism Marketing Strategy 2032’ aims to boost revenue from drive holidays from $9bn a year to $12bn by the 2032 Olympics.
The Sunshine State road trip aims to emulate the famous Route 66 in the US.
It comes as both the Albanese and Crisafulli governments promise $10bn to bring the Bruce Highway up to acceptable safety standards.
The idea is for visitors to drive along the east coast and visit the many regional towns and locations with wacky Route 66-like roadside attractions such as the giant golden gumboot at Tully as well as making roads such as the spectacular Captain Cook Highway and the Bloomfield Track destinations in their own right.
Tourism and Events Queensland acting chief executive officer Ollie Philpot said he wanted travellers to make the 2000km-long ‘Pacific Coast Way’ synonymous with Queensland.
“When people think of a road trip, we want them to think of Queensland – our very own version of Route 66,” he said.
“Like Route 66 we want the Pacific Coast Way to become an iconic road trip that captivates travellers, not only in Australia, but all over the world,” Mr Philpott said.
“We’re not just promoting a trip, we’re creating a new way to experience Queensland. The Pacific Coast Way links coastal havens, hinterland towns and major cities all along the east coast from the Gold Coast to Cairns promising unforgettable adventures around every bend.
“It’s our stunning and diverse natural environment, coupled with hero tourism experiences and iconic events throughout the year that makes this road trip one to remember.
“Drive holidays are already popular in Queensland generating $9bn last year but we want to grow that number to $12bn by 2032 and the release of our ‘Discover Queensland – Drive Tourism Marketing Strategy’ will be our road map to get there.
“We’re championing the Pacific Coast Way as our hero route, spanning 10 of our 13 tourism regions.
“Think of it as Queensland’s answer to Route 66 – a legendary drive that promises unforgettable adventures around every bend.
“As well as championing the Pacific Coast Way, we’re also working on promoting the Matilda Way and Great Inland Way.
“Between the three arterial routes, they connect 90 per cent of Queensland’s key destinations. “
In February/March 2025, TEQ will launch the ‘Too Great to Wait’ campaign, part of which will include a focus on promoting driving holidays.
The campaign will be nationwide, with a key focus on Queenslanders taking a driving trip in their own state.
Campaign activity will also extend into the key interstate markets of New South Wales and Victoria, in partnership with the Qantas Group to offer exclusive deals, Luxury Escapes to offer exclusive packages and with Booking.com for the first time to deliver compelling hotel offers.
