Campaign shows Outback Queensland really is ‘something else’
Australians are being urged to hit the road to visit communities devastated by the 2025 western Queensland floods.
In an effort to revitalise the region, a new tourism recovery campaign, Outback Queensland. It’s Something Else, spotlights the region’s unique landscapes, unforgettable characters and extraordinary experiences.
Part of a $2.14 million Tourism Industry Recovery Package jointly funded under the Commonwealth-state Disaster Recovery Funding Arrangements (DRFA), the campaign reinforces Outback Queensland’s reputation as one of Australia’s top driving holiday destinations.
Running from 1 March to 30 June 2026, the campaign celebrates the region’s breathtaking beauty while encouraging visitors to support remote businesses and economies.
Delivered by Tourism and Events Queensland in partnership with the Outback Queensland Tourism Association, Outback Queensland. It’s Something Else acknowledges both the resilience and the ongoing recovery of flood affected communities.
In showcasing the vast landscapes, rich heritage and warm hospitality of this remarkable region, storytellers have captured footage from across nine outback local government areas: Barcoo, Boulia, Bulloo, Diamantina, Longreach, Murweh, Paroo, Quilpie, and Winton.
An added attraction for travellers to rediscover the wonders of Outback Queensland is Australian country music legend Lee Kernaghan who is joining Queensland Music Trails for two major shows and three pop-up gigs out west, delivering live music straight to the heart of the region.
Queensland Music Trail shows will be held in Charleville on 24 April and Longreach on 29 April, while Spirit of the Bush community gigs will reach Jundah on 27 March, Quilpie on 28 March and Thargomindah on 29 March.
Strategically timed to coincide with peak travel season, the campaign marks a fresh start for Outback Queensland tourism and will provide a significant boost for recovery in communities still hurting from flood events of the past year.