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 $2.14 million tourism recovery campaign, Outback Queensland. It’s Something Else, spotlights the region’s unique landscapes, unforgettable characters and extraordinary experiences.

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 Outback Queensland as one of the nation’s most authentic and rewarding destinations, encouraging visitors to support local economies and witness the region’s breathtaking beauty.

Delivered by Tourism and Events Queensland in partnership with the Outback Queensland Tourism Association, Outback Queensland. It’s Something Else acknowledges the resilience and recovery of flood affected communities.

Showcasing the vast landscapes, rich heritage, and warm hospitality of this remarkable region, storytellers have captured footage from nine local government areas: Barcoo, Boulia, Bulloo, Diamantina, Longreach, Murweh, Paroo, Quilpie, and Winton.

An added attraction for travellers to rediscover the wonder of Outback Queensland is Australian country music legend Lee Kernaghan joining Queensland Music Trails for two major shows and three pop-up gigs across Outback communities, bringing 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.

Venues for Spirit of the Bush community gigs include 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 a significant boost for recovery in flood affected western Queensland communities.