Published on February 23, 2026
Image generated with Ai
Outback Queensland, a region known for its vast, rugged beauty, rich history, and vibrant local communities, is taking a bold step toward revitalizing its tourism sector. The Australian and Queensland governments have launched a new tourism initiative, ‘Outback Queensland. It’s Something Else’, to attract visitors to this extraordinary part of Australia, which has been impacted by the devastating Western Queensland floods of March 2025. The campaign aims to showcase the region’s breathtaking landscapes, unique cultural heritage, and authentic experiences, while also providing much-needed support to local communities as they recover and rebuild.
The ‘Outback Queensland. It’s Something Else’ campaign is a partnership between Tourism and Events Queensland and the Outback Queensland Tourism Association. With the tourism sector being a crucial economic driver for the region, this initiative is designed to stimulate visitation, increase tourism spending, and assist in the recovery of businesses and communities that were heavily impacted by the floods.
The campaign is supported by a $2.14 million tourism recovery program, funded jointly by the Commonwealth-State Disaster Recovery Funding Arrangements (DRFA). This funding will support a range of marketing and events initiatives, aimed at positioning Outback Queensland as a top travel destination in Australia, helping local businesses recover and prosper.
To bring an extra level of excitement and relevance to the campaign, Lee Kernaghan, the iconic Australian country music artist, has been enlisted as the face of the initiative. Known for his deep ties to Australian country life, Kernaghan will headline two major shows as part of the Queensland Music Trails and perform three pop-up gigs across Outback Queensland. These performances are a chance to bring live music to communities directly impacted by the floods, helping to reconnect people through the power of music.
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The ‘Spirit of the Bush’ concerts and pop-up gigs are designed to unite Outback Queenslanders, celebrate their resilience, and show support for the communities as they rebuild and grow. Lee Kernaghan’s involvement strengthens the cultural connection to the region and adds an emotional element to the campaign.
This campaign invites Australians and international visitors to experience Outback Queensland in a way that is unique to the region. The campaign highlights the stunning landscapes, extraordinary heritage, and genuine connections formed with the people who call the Outback home. Tourism and Events Queensland has placed a strong emphasis on showcasing the region’s unique tourism experiences, which have long been overshadowed by coastal destinations that attract the majority of Australia’s tourism dollars.
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The ‘Outback Queensland. It’s Something Else’ campaign is a direct response to the devastating floods of March 2025, aiming to reignite interest in this breathtaking and lesser-known part of Australia. From the vast, open landscapes to the rich Aboriginal culture and the genuine spirit of the Outback communities, this campaign invites Australians to rediscover the Outback—a place unlike anywhere else in the country.
The Albanese Government has voiced strong support for the campaign, recognizing the importance of tourism in the region’s post-disaster recovery efforts. Kristy McBain, Federal Minister for Emergency Management, noted that the government’s commitment to helping communities affected by the floods aligns with its broader efforts to stimulate local economies. McBain emphasized that the campaign is a critical step in encouraging Australians to visit Outback Queensland, support local businesses, and help provide financial relief to the affected areas.
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Similarly, Andrew Powell, Minister for the Environment and Tourism in Queensland, highlighted the government’s long-term vision for the region. Powell noted that this initiative is part of the Destination 2045 tourism plan, which aims to build sustainable tourism opportunities that deliver long-term economic benefits to Outback Queensland. The government’s support for local jobs and tourism infrastructure will ensure the region remains a viable and attractive travel destination for years to come.
Known for its vast and rugged terrain, Outback Queensland is home to a unique blend of landscapes, culture, and history. Through the campaign’s film, shot across nine local government areas including Barcoo, Boulia, Bulloo, Diamantina, Longreach, Murweh, Paroo, Quilpie, and Winton, the true spirit of the region is brought to life. The film captures local voices, the stunning landscapes, and the authentic experiences that can only be found in the Outback.
The campaign aims to reposition Outback Queensland as a premier road trip destination. With its breathtaking scenery, welcoming communities, and array of authentic experiences, the Outback is a destination unlike any other in Australia.
The ‘Outback Queensland. It’s Something Else’ campaign is not just about showcasing the region’s natural beauty—it also serves as a catalyst for the region’s economic recovery. With tourism being a vital sector for Outback Queensland, this campaign is designed to attract visitors, generate tourism revenue, and support local businesses. By boosting visitation and encouraging people to interact with local hospitality businesses, retail stores, and tourism-related enterprises, this initiative plays an essential role in the long-term recovery of the region.
With the inclusion of Lee Kernaghan and a $2.14 million recovery fund for marketing and events, the ‘Outback Queensland. It’s Something Else’ campaign is poised to make a lasting impact on Queensland’s tourism industry. The campaign is designed to do more than just attract visitors; it aims to create a sustainable tourism model that supports local businesses and residents in the long term.
The future of Outback Queensland’s tourism is bright, and with the continued support from both the Albanese Government and the Crisafulli Government, the region is well on its way to a strong recovery. Travellers can look forward to a more vibrant, resilient, and culturally rich experience than ever before, offering a chance to explore the untamed beauty of Australia’s heartland in a way that is uniquely their own.
The ‘Outback Queensland. It’s Something Else’ campaign is a celebration of the region’s unique landscapes, rich cultural heritage, and the resilience of its people. This initiative marks a critical step in the recovery of areas impacted by the 2025 floods, and it also reaffirms Outback Queensland’s place as one of Australia’s most iconic and unforgettable tourism destinations. Whether through music performances, exploring historical sites, or immersing oneself in the Outback’s vast beauty, visitors are invited to discover a truly remarkable part of Australia.
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Tags: Australian country music, Lee Kernaghan, Outback travel, Queensland Music Trails, Queensland travel campaign

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