Townsville Enterprise has today launched its major annual tourism campaign, reinforcing its Up for Unexpected brand and positioning Townsville North Queensland as a must-visit destination filled with surprises, unforgettable experiences and memorable moments.
With past results showing 76% of exposed audiences take action toward booking a holiday once exposed to the campaign, the Townsville North Queensland brand continues to drive strong engagement and visitation.
The campaign, which goes live today and runs until June, will feature a mix of digital advertising, PR and broadcast activities, influencer collaborations, content partnerships, and aviation and trade partnerships.
Townsville Enterprise Director of Visitor Economy and Marketing, Lisa Woolfe, said the Townsville North Queensland brand continues to gain momentum.
“We know that when we take Townsville North Queensland to our key markets visitor markets through major promotional campaigns, we deliver results. Over the past two years, we’ve seen a 166% increase in brand awareness and generated $32 in visitor spend for every dollar invested in our campaigns,” Ms Woolfe said.
“Townsville North Queensland is full of unexpected experiences—where visitors can go from the barefoot luxury of Ardo to the tropical wonders of Magnetic Island, from the gold rush history of Charters Towers to the world-class fishing meccas of Hinchinbrook and the Burdekin.”
“No other place in the world offers the chance to dive a renowned shipwreck, snorkel an underwater museum on the Great Barrier Reef, spot koalas on an island WWII trail, witness the country’s largest waterfall, and come face-to-face with some of the world’s largest longhorn bulls—all in one holiday!”
“This campaign is all about showcasing these unexpected, unforgettable moments that leave visitors wanting more.”
Townsville Acting Mayor Ann-Maree Greaney welcomed the campaign, saying it highlighted the crucial role of tourism to the local economy.
“Tourism supports almost 9,000 jobs in Townsville and contributes $1.2 billion in visitor spending annually. Beyond the economic benefits, this industry showcases our region, enhances Townsville’s liveability and helps attract workforce,” Cr Greaney said.
“As locals we know how great our lifestyle in Townsville is, and while we have incredible attractions and tours, the rest of Australia is only just starting to discover us. So this campaign will position us well for those visitors looking for unique experiences and a new destination.”
The campaign has been developed with strong backing from local government and the tourism industry with campaign partners including Tourism and Events Queensland, Townsville City Council, Hinchinbrook Shire Council, Burdekin Shire Council, Charters Towers Regional Council, Queensland Airports, The Ville Resort-Casino and Ardo, SeaLink, Goldtower, Queensland Museum Tropics, Adrenalin Snorkel and Dive and MOUA, Pilgrim Magnetic Island, and Aquascene Magnetic Island.
Campaign partner and SeaLink General Manager - North Queensland, Darren Spearman, said they are proud to have been a partner in the Up for Unexpected journey with Townsville Enterprise from the beginning.
“SeaLink is thrilled to support this campaign again in 2025. Our biggest challenge as a region is awareness, and every time we promote Townsville North Queensland, we shift perceptions and drive visitation,” said Mr Spearman.
“Where else can you step onto a Great Barrier Reef Island just 20 minutes from a vibrant city? That’s not just unexpected—it’s extraordinary.”
“With the recent challenges from flooding, our tourism industry has been hit hard. Visitation is always the first thing impacted and the last to recover after disasters, so we’re pleased to see this campaign launching swiftly to also remind Australians that we are well and truly open for business.”
