From paddock to plate, vine to glass: Queensland Country celebrates the makers behind the moment.

Queensland Country Tourism launches Made in Queensland Country, a new destination campaign celebrating the farmers, producers and creators at the heart of the region.

Toowoomba, Wednesday 3 June 2026 - Queensland Country Tourism (QCT) today launched its new story-telling led tourism campaign, Made in Queensland Country, inviting visitors to discover the people, places and producers behind some of life’s most precious moments.

Running from 3 June to 9 September 2026, the campaign taps into growing demand for authentic regional experiences and slower, more meaningful travel, showcasing how everyday pleasures - from a shared meal and a glass of wine to meaningful gifts and family moments - all begin in Queensland Country.

Through a series of cinematic short films and digital storytelling pieces, the campaign rewinds these moments back to their source; from vineyards and cotton fields, to farms, fields and beyond. This campaign champions the hard-working producers, makers and creators, across the seven Queensland Country regions of Toowoomba, Somerset, Lockyer Valley, Western Downs, Goondiwindi, Central Queensland Highlands and Southern Downs and the Granite Belt. 

Queensland Country Tourism CEO Sally Scott said the campaign responds directly to changing traveler behaviour, with more Australians seeking accessible, experience-led holidays closer to home.

“Visitors are increasingly looking for experiences that feel real, grounded and meaningful and Queensland Country delivers exactly that,” Ms Scott said.

“Made in Queensland Country is about reconnecting people with the origins of the moments they value most; the meal shared around the table, the wine enjoyed with friends, the gift crafted by hand. We’re inviting travelers to discover where those stories begin.”

“In Queensland Country, visitors don’t just experience the destination, they connect with the people, industries and landscapes behind it.”

The campaign aligns with Tourism and Events Queensland’s “That Holiday Feeling Starts Here” campaign and highlights Queensland Country as a low-kilometre, high-value destination for families and couples seeking authentic countryside experiences.

As part of the campaign, QCT has partnered with regional producers, makers, tourism operators and cultural organisations to help tell the stories behind the products and experiences that shape Queensland Country.

Queensland Museum Cobb+Co Head Steve Cooper said the campaign reflects a growing desire for visitors to connect more deeply with regional stories and craftsmanship.

“People are increasingly interested in understanding where things come from and the people behind them,” Mr Cooper said.

“This campaign celebrates the makers, creators and communities that help define Queensland Country, and we’re proud to be part of telling those stories.”

Farmer and Founder of Cumquats Australia, Roslyn McCarthy, said the campaign shines an important spotlight on regional producers.

“Behind every jar, every meal and every experience are passionate local producers who care deeply about what they do,” Mrs McCarthy said.

“This campaign gives people the chance to connect with those stories and experience the heart behind regional Queensland.”

To drive consumer engagement, the campaign also features a major competition with more than $10,000 in Queensland Country holidays, experiences and prizes to be won.

The hero prize includes a handcrafted 9 carat gold sapphire necklace valued at $3,500, featuring a sapphire, unearthed in Central Queensland Highlands and handcrafted by Mitch Brown of Rubyvale Gem Gallery.

Additional prize packages include wine country escapes, gourmet getaways, paddock-to-pint experiences and more.

Consumers can explore the campaign, view regional stories and enter the competition via:
queenslandcountrytourism.com.au/made-in-queensland-country

Campaign Details:

Campaign Period: 3 June – 9 September 2026
Competition Prize Pool: Over $10,000 in Queensland Country holidays and experiences
Hero Prize: 9 carat gold sapphire necklace handcrafted by Mitch Brown of Rubyvale Gem Gallery featuring a sapphire, unearthed in Central Queensland Highlands and valued at $3,500

Video News Reel and Campaign B-Roll Footage:
Queensland_Country_Tourism_VNR_1-06-26.mp4

High Resolution Campaign Still Images*:
https://adobe.ly/435c218

*Please note: Image information includes subject name and location, find by clicking on ⓘ in the top right hand corner.

Additional Assets:

Campaign Videos – Text Overlay Versions
https://adobe.ly/4u8TjNa

Campaign Videos – No Text Overlay Versions
https://adobe.ly/4wTd1z0

Campaign Hero Images
https://adobe.ly/4wYjUiN

Print Posters & Campaign Collateral
https://adobe.ly/3Q8PGJb

Social Media Campaign Content
https://adobe.ly/4eiL8Ji

Full B-Roll Video
https://adobe.ly/4x7SqHy

- ENDS-

Media Contact:
Felicite Cootes 
Marketing Manager
0437 008 712
felicite@queenslandcountrytourism.com.au