The Drive Queensland stand delivered a highly successful and engaging presence at this year’s Brisbane Caravan and Camping Supershow, supported by a great new location and large floor space directly at the top of the escalators inside the Royal International Convention Centre building. Across the event period, the stand attracted consistent visitor traffic, high levels of engagement, and great interest in both established and emerging Queensland destinations. The activations were well received, with combined destination storytelling, displays, expert presentations, and the gin and whisky tastings and heritage props were a massive hit, creating a compelling visitor experience that encouraged meaningful travel planning conversations.
A broad mix of visitors attended the stand, ranging from experienced grey nomads and repeat outback travellers to younger families and first time caravan owners seeking inspiration for upcoming trips. Overall, the event reinforced the ongoing strength of Outback Queensland as a key travel drawcard while also highlighting evolving consumer preferences toward shorter trips, themed travel routes, and more structured planning resources.
Daily attendance figures show a decline year on year over 2025, which has been a consistent theme across all shows. Major contributory factors include the current world events with fuel security being of concern across the board and price affecting the lower economic cohorts. The urge to travel is still high signalling a return in 2027 of longer routes and longer stays.
Wednesday: 3,037
Thursday: 3,855
Friday: 4,877
Saturday: 9,618
Sunday: 6,465
Stand Performance and Visitor Engagement
The stand delivered exceptional performance across the duration of the event, benefiting significantly from its new position. This highly visible location contributed to a continuous flow of visitors throughout most days, particularly during peak morning and midday periods. The stand’s accessibility and prominent placement were repeatedly noted as a key factor in attracting both deliberate visitors and casual foot traffic.
Overall engagement was consistently high, with noticeable surges during interactive activations and presentations. The combination of physical displays, printed materials, and experiential elements created a strong drawcard effect. Key attractions included the Western Queensland Spirits gin and whisky tastings, the display of the Birdsville Cup (Friday and Saturday), the Outback Pioneers mini stagecoach installation, and the Mount Isa Rodeo belt buckle display. These elements not only encouraged dwell time but also served as natural conversation starters for destination discussions.
Drive Queensland received strong media exposure throughout the Brisbane Caravan & Camping Supershow, further enhancing brand awareness and visitor engagement. Managing Director Fiona Nicholl was invited to appear on a Channel 9 News segment promoting the show alongside Caravanning Queensland CEO Jason Plant, highlighting Queensland road trip opportunities and travel experiences. Fiona was also interviewed on 4BH Radio, where she shared insights on Drive Queensland, regional destinations, road trip planning and the growing appeal of drive tourism across the state.
The competition offering featuring a $300 Ringers Western prize pack, a $300 Western Queensland Spirits prize pack and a $300 fuel voucher also helped drive engagement and repeat visitation to the stand. Daily presentations by Kylie on the Van Life Queensland stage further increased visibility, showcased Queensland’s diverse drive destinations and reinforced Drive Queensland’s reputation as a trusted source of road trip inspiration and travel advice.
Visitor feedback consistently highlighted appreciation for the stand layout, the quality of information available, and the accessibility of brochures, maps, and regional guides. The Drive Queensland Guide in particular, was frequently praised as a clear and useful planning resource. The combination of visual storytelling and practical travel information created a strong balance between inspiration and decision making support.
Key Travel Trends and Destination Interest
Across all days of the event, there was a clear and consistent preference for Outback Queensland and inland driving routes. The most frequently mentioned destinations included Longreach, Winton, Birdsville, and the broader Savannah Way. Carnarvon Gorge also emerged as a highly requested destination, particularly among visitors planning shorter trips or combining inland and coastal travel.
A strong pattern of interest was observed in ‘driveable experiences’ within a 4-6 hour radius of major centres such as Brisbane, the Gold Coast, and Toowoomba. Many visitors expressed a desire for manageable itineraries, especially those planning shorter breaks or initial caravan trips. This was particularly relevant for newer caravan owners and those preparing for their first extended road journey.
Timing trends indicated that most visitors were planning trips between July and October, aligning with the dry season and peak outback travel period. A large proportion of attendees were experienced travellers or ‘grey nomads’, many of whom were revisiting favourite destinations or refining previously completed itineraries. Others indicated a desire to take more time on future trips after feeling rushed during earlier travel experiences.
Fuel availability and road conditions were recurring considerations influencing travel planning, particularly for those intending to travel west and north. While fuel concerns were noted, they were generally framed as logistical planning factors rather than deterrents. Road condition enquiries were especially focused on unsealed roads, wet season recovery impacts, and route accessibility through remote regions.
Pet-friendly travel was another significant trend, with many visitors specifically asking about accommodation, stops, and planning tools suitable for travelling with animals. Additionally, there was increasing curiosity around thematic travel routes such as gold fossicking trails, dark sky tourism, food trails, and extended outback loops connecting regions such as Barcoo, Diamantina, Boulia, and Winton.
Interest also extended to niche and experiential tourism offerings including the Savannahlander and Gulflander rail experiences, inland rail conversations, and gold fossicking areas. Coastal destinations such as the Scenic Rim, Moreton Bay, Agnes Water/1770, and the Sunshine Coast also featured, although inland Queensland remained the dominant focus.
Visitor Questions and Emerging Themes
A wide range of visitor questions highlighted both practical travel concerns and aspirational planning interests. One of the most prominent themes was route planning, particularly how to connect inland destinations efficiently from southeast Queensland. Visitors frequently requested suggested itineraries, maps showing unsealed roads, and advice on combining destinations such as Longreach, Winton, and Birdsville into circular routes.
Fuel availability and road accessibility remained persistent topics, particularly for travellers heading into western Queensland and outback regions. Questions about road works, sealed versus unsealed surfaces, and post wet season conditions were common, reflecting a cautious approach to trip planning among both new and experienced travellers.
Another emerging theme was the demand for curated thematic drives. Visitors expressed strong interest in structured travel experiences such as:
Gold fossicking drive routes
Dark sky/stargazing routes (particularly linked to Winton)
Food and regional produce trails
Heritage and cultural loops across outback towns
Pet travel infrastructure also emerged as a key concern, with visitors seeking guidance on pet sitting services, pet-friendly accommodation, and general travel planning resources for travelling with animals.
A notable number of visitors were either recent caravan purchasers or planning to buy caravans soon. These visitors were particularly interested in short introductory trips, safety guidance, towing confidence, and beginner friendly itineraries.
Talk sessions added further insight into visitor interests. There was good engagement during presentations, with attendees actively asking questions during talks and following up afterwards. Questions frequently centred around mapping tools (including comparisons between digital navigation and printed maps), destination highlights such as Mount Isa, and practical travel preparation tips.
Observatons
The event demonstrated a clear evolution in visitor demographics and travel intent across the days. Early days were dominated by older, highly experienced travellers, predominantly retirees or near retirement couples who were already well travelled and planning repeat or refined journeys. These visitors typically sought deeper route detail, longer itineraries, and specific regional insights.
As the event progressed into the weekend, there was a noticeable shift toward younger families and working age visitors. This group showed keener interest in shorter trips, inspiration based planning, and introductory travel experiences. Many were in the early stages of caravan ownership or planning and were seeking confidence building travel ideas.
Brochure demand was consistently high throughout the event, with certain destinations, particularly Longreach, Winton, and Savannah Way materials running low or being exhausted by the final days. The Drive Queensland guide emerged as a particularly valuable resource, often used as a primary decision making tool.
There was also a noticeable appetite for structured planning tools, including checklists, pre trip guides, and consolidated regional maps. Visitors demonstrated a preference for simplified, single document planning resources rather than multiple fragmented brochures.
Overall Outcomes
The event can be assessed as highly successful in terms of engagement, visitor flow, and quality of interactions. The stand’s new location significantly enhanced visibility and contributed to sustained traffic throughout the exhibition period. Engagement was consistently strong across all days, with particularly high interaction during activations and presentations.
Destination awareness for the Outback Region remains strong, with Longreach, Winton, Birdsville, and the Savannah Way continuing to dominate visitor interest. Importantly, there is growing demand for structured travel experiences and curated thematic routes, indicating a shift from general destination interest to experience led travel planning.
Visitor confidence in outback travel appears high overall, although logistical considerations such as fuel availability, road conditions, and trip planning complexity remain important decision-making factors.
The combination of experiential marketing, expert talks, and high-quality printed resources successfully positioned the stand as both an inspiration hub and a practical planning centre for Queensland travel.
Future Opportunities
Several clear opportunities have emerged from visitor feedback and observed trends:
Development of Themed Drive Products
There is strong demand for structured routes such as gold fossicking trails, dark sky experiences, food trails, and heritage loops. Packaging these into clear itineraries would add significant value.
Enhanced Beginner Caravan Resources
With many new caravan owners entering the market, there is an opportunity to develop beginner guides, towing checklists, and ‘first trip’ planning resources.
Pet-Friendly Travel Guidance
A consolidated resource for pet-friendly stops, accommodation, and planning tools would address a growing segment of travellers.
Consolidated Planning Tools
Visitors expressed preference for consolidated maps and checklists. A streamlined planning kit combining maps, safety guidance, and itinerary suggestions would be highly valuable.
Expanded Digital and Physical Map Integration
Demand remains high for both printed and digital mapping tools, particularly those showing road conditions and unsealed routes.
Increased Focus on Short Break Itineraries
Short 2-4 day trips are increasingly popular, especially among working families and first-time travellers. Expanding content in this area could broaden audience engagement.
Continued Activation Based Engagement
Interactive elements such as tastings, displays, and heritage props proved highly effective and should be further expanded in future activations.
Overall, the event demonstrated a strong alignment between visitor interests and Queensland’s tourism offerings, particularly the Outback for this audience, with clear momentum toward structured, experience led, and accessible travel planning solutions.
Thank you for being part of the Drive Queensland Team:
Kylie Rixon – Sunset Tourist Park (Mount Isa)/Drive Queensland Ambassador
Marnie Nichols - Queensland Music Trails
Ginnie Hope-Johnstone – Birdsville Races
Jess Fealy – Mareeba Shire Tourism
Lenore Wyatt – Mareeba Shire Tourism
Patrice Brandenburg – Diamantina/Drive Queensland Ambassador
Karen Savage – Boulia Shire Council
Nadine Lorenz – Mackay Isaac/Drive Queensland Ambassador
Lorraine Neilson – Capricorn Enterprise
Richard Kinnon – Outback Pioneers (Longreach)/Drive Queensland Ambassador
Denielle Rooney – Moreton Bay
Christelle Moller – Scenic Rim
Will Fellowes – Western Queensland Spirit
Olivia Bowden – Western Queensland Spirit
Fiona Nicholl – Drive Queensland
A broad mix of visitors attended the stand, ranging from experienced grey nomads and repeat outback travellers to younger families and first time caravan owners seeking inspiration for upcoming trips. Overall, the event reinforced the ongoing strength of Outback Queensland as a key travel drawcard while also highlighting evolving consumer preferences toward shorter trips, themed travel routes, and more structured planning resources.
Daily attendance figures show a decline year on year over 2025, which has been a consistent theme across all shows. Major contributory factors include the current world events with fuel security being of concern across the board and price affecting the lower economic cohorts. The urge to travel is still high signalling a return in 2027 of longer routes and longer stays.
Wednesday: 3,037
Thursday: 3,855
Friday: 4,877
Saturday: 9,618
Sunday: 6,465
Stand Performance and Visitor Engagement
The stand delivered exceptional performance across the duration of the event, benefiting significantly from its new position. This highly visible location contributed to a continuous flow of visitors throughout most days, particularly during peak morning and midday periods. The stand’s accessibility and prominent placement were repeatedly noted as a key factor in attracting both deliberate visitors and casual foot traffic.
Overall engagement was consistently high, with noticeable surges during interactive activations and presentations. The combination of physical displays, printed materials, and experiential elements created a strong drawcard effect. Key attractions included the Western Queensland Spirits gin and whisky tastings, the display of the Birdsville Cup (Friday and Saturday), the Outback Pioneers mini stagecoach installation, and the Mount Isa Rodeo belt buckle display. These elements not only encouraged dwell time but also served as natural conversation starters for destination discussions.
Drive Queensland received strong media exposure throughout the Brisbane Caravan & Camping Supershow, further enhancing brand awareness and visitor engagement. Managing Director Fiona Nicholl was invited to appear on a Channel 9 News segment promoting the show alongside Caravanning Queensland CEO Jason Plant, highlighting Queensland road trip opportunities and travel experiences. Fiona was also interviewed on 4BH Radio, where she shared insights on Drive Queensland, regional destinations, road trip planning and the growing appeal of drive tourism across the state.
The competition offering featuring a $300 Ringers Western prize pack, a $300 Western Queensland Spirits prize pack and a $300 fuel voucher also helped drive engagement and repeat visitation to the stand. Daily presentations by Kylie on the Van Life Queensland stage further increased visibility, showcased Queensland’s diverse drive destinations and reinforced Drive Queensland’s reputation as a trusted source of road trip inspiration and travel advice.
Visitor feedback consistently highlighted appreciation for the stand layout, the quality of information available, and the accessibility of brochures, maps, and regional guides. The Drive Queensland Guide in particular, was frequently praised as a clear and useful planning resource. The combination of visual storytelling and practical travel information created a strong balance between inspiration and decision making support.
Key Travel Trends and Destination Interest
Across all days of the event, there was a clear and consistent preference for Outback Queensland and inland driving routes. The most frequently mentioned destinations included Longreach, Winton, Birdsville, and the broader Savannah Way. Carnarvon Gorge also emerged as a highly requested destination, particularly among visitors planning shorter trips or combining inland and coastal travel.
A strong pattern of interest was observed in ‘driveable experiences’ within a 4-6 hour radius of major centres such as Brisbane, the Gold Coast, and Toowoomba. Many visitors expressed a desire for manageable itineraries, especially those planning shorter breaks or initial caravan trips. This was particularly relevant for newer caravan owners and those preparing for their first extended road journey.
Timing trends indicated that most visitors were planning trips between July and October, aligning with the dry season and peak outback travel period. A large proportion of attendees were experienced travellers or ‘grey nomads’, many of whom were revisiting favourite destinations or refining previously completed itineraries. Others indicated a desire to take more time on future trips after feeling rushed during earlier travel experiences.
Fuel availability and road conditions were recurring considerations influencing travel planning, particularly for those intending to travel west and north. While fuel concerns were noted, they were generally framed as logistical planning factors rather than deterrents. Road condition enquiries were especially focused on unsealed roads, wet season recovery impacts, and route accessibility through remote regions.
Pet-friendly travel was another significant trend, with many visitors specifically asking about accommodation, stops, and planning tools suitable for travelling with animals. Additionally, there was increasing curiosity around thematic travel routes such as gold fossicking trails, dark sky tourism, food trails, and extended outback loops connecting regions such as Barcoo, Diamantina, Boulia, and Winton.
Interest also extended to niche and experiential tourism offerings including the Savannahlander and Gulflander rail experiences, inland rail conversations, and gold fossicking areas. Coastal destinations such as the Scenic Rim, Moreton Bay, Agnes Water/1770, and the Sunshine Coast also featured, although inland Queensland remained the dominant focus.
Visitor Questions and Emerging Themes
A wide range of visitor questions highlighted both practical travel concerns and aspirational planning interests. One of the most prominent themes was route planning, particularly how to connect inland destinations efficiently from southeast Queensland. Visitors frequently requested suggested itineraries, maps showing unsealed roads, and advice on combining destinations such as Longreach, Winton, and Birdsville into circular routes.
Fuel availability and road accessibility remained persistent topics, particularly for travellers heading into western Queensland and outback regions. Questions about road works, sealed versus unsealed surfaces, and post wet season conditions were common, reflecting a cautious approach to trip planning among both new and experienced travellers.
Another emerging theme was the demand for curated thematic drives. Visitors expressed strong interest in structured travel experiences such as:
Gold fossicking drive routes
Dark sky/stargazing routes (particularly linked to Winton)
Food and regional produce trails
Heritage and cultural loops across outback towns
Pet travel infrastructure also emerged as a key concern, with visitors seeking guidance on pet sitting services, pet-friendly accommodation, and general travel planning resources for travelling with animals.
A notable number of visitors were either recent caravan purchasers or planning to buy caravans soon. These visitors were particularly interested in short introductory trips, safety guidance, towing confidence, and beginner friendly itineraries.
Talk sessions added further insight into visitor interests. There was good engagement during presentations, with attendees actively asking questions during talks and following up afterwards. Questions frequently centred around mapping tools (including comparisons between digital navigation and printed maps), destination highlights such as Mount Isa, and practical travel preparation tips.
Observatons
The event demonstrated a clear evolution in visitor demographics and travel intent across the days. Early days were dominated by older, highly experienced travellers, predominantly retirees or near retirement couples who were already well travelled and planning repeat or refined journeys. These visitors typically sought deeper route detail, longer itineraries, and specific regional insights.
As the event progressed into the weekend, there was a noticeable shift toward younger families and working age visitors. This group showed keener interest in shorter trips, inspiration based planning, and introductory travel experiences. Many were in the early stages of caravan ownership or planning and were seeking confidence building travel ideas.
Brochure demand was consistently high throughout the event, with certain destinations, particularly Longreach, Winton, and Savannah Way materials running low or being exhausted by the final days. The Drive Queensland guide emerged as a particularly valuable resource, often used as a primary decision making tool.
There was also a noticeable appetite for structured planning tools, including checklists, pre trip guides, and consolidated regional maps. Visitors demonstrated a preference for simplified, single document planning resources rather than multiple fragmented brochures.
Overall Outcomes
The event can be assessed as highly successful in terms of engagement, visitor flow, and quality of interactions. The stand’s new location significantly enhanced visibility and contributed to sustained traffic throughout the exhibition period. Engagement was consistently strong across all days, with particularly high interaction during activations and presentations.
Destination awareness for the Outback Region remains strong, with Longreach, Winton, Birdsville, and the Savannah Way continuing to dominate visitor interest. Importantly, there is growing demand for structured travel experiences and curated thematic routes, indicating a shift from general destination interest to experience led travel planning.
Visitor confidence in outback travel appears high overall, although logistical considerations such as fuel availability, road conditions, and trip planning complexity remain important decision-making factors.
The combination of experiential marketing, expert talks, and high-quality printed resources successfully positioned the stand as both an inspiration hub and a practical planning centre for Queensland travel.
Future Opportunities
Several clear opportunities have emerged from visitor feedback and observed trends:
Development of Themed Drive Products
There is strong demand for structured routes such as gold fossicking trails, dark sky experiences, food trails, and heritage loops. Packaging these into clear itineraries would add significant value.
Enhanced Beginner Caravan Resources
With many new caravan owners entering the market, there is an opportunity to develop beginner guides, towing checklists, and ‘first trip’ planning resources.
Pet-Friendly Travel Guidance
A consolidated resource for pet-friendly stops, accommodation, and planning tools would address a growing segment of travellers.
Consolidated Planning Tools
Visitors expressed preference for consolidated maps and checklists. A streamlined planning kit combining maps, safety guidance, and itinerary suggestions would be highly valuable.
Expanded Digital and Physical Map Integration
Demand remains high for both printed and digital mapping tools, particularly those showing road conditions and unsealed routes.
Increased Focus on Short Break Itineraries
Short 2-4 day trips are increasingly popular, especially among working families and first-time travellers. Expanding content in this area could broaden audience engagement.
Continued Activation Based Engagement
Interactive elements such as tastings, displays, and heritage props proved highly effective and should be further expanded in future activations.
Overall, the event demonstrated a strong alignment between visitor interests and Queensland’s tourism offerings, particularly the Outback for this audience, with clear momentum toward structured, experience led, and accessible travel planning solutions.
Thank you for being part of the Drive Queensland Team:
Kylie Rixon – Sunset Tourist Park (Mount Isa)/Drive Queensland Ambassador
Marnie Nichols - Queensland Music Trails
Ginnie Hope-Johnstone – Birdsville Races
Jess Fealy – Mareeba Shire Tourism
Lenore Wyatt – Mareeba Shire Tourism
Patrice Brandenburg – Diamantina/Drive Queensland Ambassador
Karen Savage – Boulia Shire Council
Nadine Lorenz – Mackay Isaac/Drive Queensland Ambassador
Lorraine Neilson – Capricorn Enterprise
Richard Kinnon – Outback Pioneers (Longreach)/Drive Queensland Ambassador
Denielle Rooney – Moreton Bay
Christelle Moller – Scenic Rim
Will Fellowes – Western Queensland Spirit
Olivia Bowden – Western Queensland Spirit
Fiona Nicholl – Drive Queensland
