The National 4X4 Outdoors Show Melbourne provided Drive Queensland with a strong opportunity to engage directly with a highly relevant self-drive, 4WD and outdoor focused audience. While mornings were generally quiet across the three days, visitor numbers and engagement increased significantly from around 11am, remaining strong through to approximately 3pm.
The event attracted a total of 34,528 attendees, comprising:
• Friday: 5,396
• Saturday: 16,188
• Sunday: 12,944
Approximately 33,000 tickets had been pre-sold, with final audited attendance confirming 34,528 visitors.
The audience was predominantly younger than some previous 4X4 events, with strong representation from young couples, families, groups of friends and younger 4WD enthusiasts. There was also a noticeable retiree and near retirement demographic, particularly among visitors interested in relocating to Queensland.
Overall engagement was steady, with visitors particularly interested in collecting destination information, maps and brochures and discussing potential Queensland road trips.
Stand Performance and Visitor Engagement
Saturday was the strongest day for both attendance and engagement, with long queues at the show entrance early in the day and strong visitor flow from late morning through the afternoon. Sunday followed a similar pattern, with a quieter morning before numbers increased significantly from late morning.
The audience was highly varied, including:
• Young couples
• Young families
• Groups of younger 4WD enthusiasts
• Retirees and near-retirees
• Visitors who had recently travelled to Queensland
• First-time Queensland travellers
• Repeat visitors planning another Queensland trip
A significant number of visitors had already travelled through Queensland and were keen to return, particularly visitors from Victoria who regularly travel north during winter. Others were interested in Queensland but had not yet decided where they wanted to go.
Many younger visitors were primarily interested in 4WD, hiking and outdoor experiences and were happy to browse brochures before engaging in more detailed conversations.
The positioning of the Drive Queensland stand was considered a positive, with the team noting that it felt central to the action and that visitors appeared genuinely interested in stopping to see a destination focused stand among the predominantly 4WD and outdoor exhibitors.
Being the only dedicated tourism/destination stand was seen as a strong advantage and provided an opportunity to offer something different from the vehicle and equipment-focused exhibitors.
Key Travel Trends and Destination Interest
The strongest destination interest across the three days centred around:
• K’gari /Fraser Coast
• Cape York
• Outback Queensland
• Birdsville
• Cairns, Tablelands and Mareeba
• Central Queensland
• Carnarvon Gorge
• Moreton Bay
• Gympie region and 4WD tracks
• Savannah Way
• Cobbold Gorge
• Sunshine Coast
• Wellness Way
K’gari and Cape York were consistently among the most requested destinations. Both were frequently described as bucket-list experiences, particularly among first-time Queensland travellers and younger visitors.
Cape York was particularly popular, with many visitors keen to travel north and "tick it off". Interestingly, there was a noticeable preference among some visitors to reach Cape York via inland routes rather than simply following the coast.
Wellness Way was one of the strongest emerging areas of interest across the event. Multiple team members reported significant interest in the route, with visitors responding positively when it was introduced.
Outback Queensland also generated consistent enquiries, particularly around Winton, Longreach, Birdsville, the Dinosaur Trail and broader inland touring. Although slightly softer interest than at previous shows, there was still clear demand among visitors looking for longer distance touring experiences.
There was also interest in lesser-known destinations, 4WD tracks and smaller regional locations that visitors may not otherwise have considered.
Visitor Planning Intent
A key theme was that travel planning was generally longer term rather than immediate.
Many visitors had no fixed plans for the near future but were interested in travelling to Queensland over the next 12 months, with some looking as far ahead as 2028. Others were beginning to consider their next winter escape.
There were also visitors planning to travel to Queensland within the next month or two, particularly to travel the coast and visit family.
Visitors who had recently travelled to Queensland were receptive to planning another trip. This was especially noticeable among Victorian visitors, reinforcing the established winter migration from Victoria to Queensland.
This presents an opportunity for future Melbourne shows to focus messaging around planning the next Queensland winter escape, rather than solely promoting immediate travel.
Visitor Questions & Emerging Themes
Several recurring themes emerged throughout the event:
• Pet-friendly places to visit and stay
• 4WD tracks and accessible off road experiences
• Permits required for different Queensland destinations
• Route planning and inland versus coastal travel
• K’gari access and experiences
• Cape York travel
• Outback Queensland
• Events and event based travel
• Christmas travel and seasonal destination closures
• Caravan parks and accommodation
• Crocodile awareness and safety
• Lesser known regional destinations
• Moving to Queensland and regional lifestyle opportunities
Pet friendly travel was particularly prominent, with repeated requests for information about dog friendly places to visit and stay.
There was also considerable confusion around permits, with visitors asking about requirements for different destinations and experiences. A consolidated list or resource covering key Queensland permits would be valuable for future shows.
There were a number of enquiries about 4WD tracks, particularly around Moreton Bay, Gympie, K’gari and Cape York.
Crocodile awareness was identified as another area where additional visitor education and messaging could be useful, particularly for travellers heading north for the first time.
Events Driving Interest
Event focused travel generated good interest throughout the show, with enquiries including:
• Savannah in the Round
• Opera Queensland
• Queensland Music Trails
• Festival of Outback Opera
• Big Red Bash
• Broader Queensland events
Visitors were beginning to think about travel around specific events, including questions about whether the Big Red Bash would proceed in 2027.
The Drive Queensland events calendar was also popular, reinforcing the value of integrating events into destination planning resources and visitor conversations.
Outside of Queensland, the Mundi Mundi Bash, taking place in Broken Hill during the show weekend, also generated several conversations. Visitors commented on the event reaching capacity and some ticket holders being turned away, highlighting the broader interest in event led touring among the 4WD audience.
Collateral Performance
Drive Queensland collateral performed strongly throughout the show.
The most popular items included:
• Drive Queensland Map
• Drive Queensland Guide
• "Ten Things to Do" content
• Regional destination brochures
• Events calendar
• Promotional bags
The Drive Queensland map was particularly popular, with strong demand reported across all three days.
The maps within the Drive Queensland Guide and the "Ten Things to Do" content were also specifically praised by visitors. Once visitors had been attracted by the content, they were generally more engaged and interested in discussing potential destinations.
Promotional bags remained an effective drawcard and were consistently popular.
By the end of the event, the team had run out of Drive Queensland Guides. This suggests that the core Drive Queensland Guide continues to have strong perceived value among this audience.
Caravan and Accommodation Opportunities
The presence of a BIG4 representative at the show generated positive feedback and highlighted an opportunity to more strongly integrate caravan park and accommodation partnerships into future 4X4 show activity.
The audience included a high number of families and self-drive travellers, many of whom were actively seeking information about where they could stay and travel with pets.
There may be an opportunity to more clearly connect destination guides with caravan parks, accommodation partners and regional travel itineraries, giving visitors a more complete pathway from inspiration to trip planning.
Relocation Interest
An additional theme emerged among the older demographic, particularly visitors approaching retirement.
Several visitors were interested in moving to Queensland, with conversations relating to Queensland's climate and perceived cost-of-living pressures.
While this was not a primary travel enquiry, it reinforces the broader appeal of Queensland among Victorian audiences and provides an additional consideration for how Queensland destination messaging can resonate with different life stages.
Stand Observations
While foot traffic increased significantly from late morning, many younger visitors initially approached the stand to browse or collect brochures rather than seek detailed destination advice.
However, once they were engaged with the maps and destination material, conversations became more detailed and there was a willingness to consider destinations they had not previously considered.
A number of young families, for example, were encouraged to consider Outback Queensland and Cairns, supported by destination information including Australian Age of Dinosaurs and Hartley's Crocodile Adventures.
The younger demographic also appeared to have less detailed knowledge of individual Queensland regions, suggesting that inspirational and easy-to-understand content may be particularly effective for this audience.
There was strong interest in where to go and what to do, but less demand for detailed itinerary planning.
Overall Outcome
The National 4X4 Outdoors Show Melbourne was a valuable platform for Drive Queensland to reach a large and relevant audience of 4WD enthusiasts, self-drive travellers, families and outdoor focused visitors.
The event demonstrated strong interest in Queensland as a touring destination, particularly for iconic bucket list experiences including K’gari, Cape York and Outback Queensland.
A significant number of Victorian visitors had either recently travelled to Queensland or were considering returning, reinforcing the importance of the Melbourne market for Queensland's winter travel period.
The show also highlighted the opportunity to use the event to inspire visitors who have not yet decided where they want to travel, rather than relying solely on existing destination intent.
Drive Queensland's position as the only dedicated tourism/destination stand was a notable advantage, giving the team a clear point of difference within a predominantly 4WD and outdoor focused environment.
Overall, the event provided valuable insight into current traveller interests and highlighted strong potential for continued promotion of Queensland's self-drive, regional and outdoor experiences.
Opportunities Identified for Future Shows
• Develop Melbourne specific messaging around planning the next Queensland winter escape, particularly targeting Victorian travellers.
• Increase promotion of K’gari, Cape York and inland Queensland touring routes.
• Continue building awareness of Wellness Way, which generated significant interest.
• Develop a consolidated Queensland permits guide to address visitor confusion around access requirements.
• Strengthen pet friendly travel messaging across brochures and stand collateral.
• Increase visibility of 4WD tracks and off road experiences, particularly in Moreton Bay, Gympie, K’gari and Cape York.
• Promote caravan park and accommodation partnerships more prominently at 4X4 events.
• Continue integrating events and event led travel into destination conversations and collateral.
• Encourage stronger promotion of the Drive Queensland events calendar.
• Explore ways to better integrate membership and industry partners with Drive Queensland's destination guides.
• Consider more inspirational content aimed at younger travellers and first-time Queensland visitors, who may know they want to travel to Queensland but have not yet decided where to go.
• Develop additional crocodile awareness and northern Queensland travel information for first time visitors.
Thank you for being part of the Drive Queensland team:
Michelle Lloyd – Cassowary Coast Tourism
Bell Faber – Cook Shire Council
Grace Elliott – Winton Shire Council
Jess Fealy – Mareeba Shire Tourism
Lenore Wyatt – Mareeba Shire Tourism
Jessica Grove – Big4 Holiday Parks
Michelle Ballard – Longreach Region
Fiona Nicholl = Drive Queensland
The event attracted a total of 34,528 attendees, comprising:
• Friday: 5,396
• Saturday: 16,188
• Sunday: 12,944
Approximately 33,000 tickets had been pre-sold, with final audited attendance confirming 34,528 visitors.
The audience was predominantly younger than some previous 4X4 events, with strong representation from young couples, families, groups of friends and younger 4WD enthusiasts. There was also a noticeable retiree and near retirement demographic, particularly among visitors interested in relocating to Queensland.
Overall engagement was steady, with visitors particularly interested in collecting destination information, maps and brochures and discussing potential Queensland road trips.
Stand Performance and Visitor Engagement
Saturday was the strongest day for both attendance and engagement, with long queues at the show entrance early in the day and strong visitor flow from late morning through the afternoon. Sunday followed a similar pattern, with a quieter morning before numbers increased significantly from late morning.
The audience was highly varied, including:
• Young couples
• Young families
• Groups of younger 4WD enthusiasts
• Retirees and near-retirees
• Visitors who had recently travelled to Queensland
• First-time Queensland travellers
• Repeat visitors planning another Queensland trip
A significant number of visitors had already travelled through Queensland and were keen to return, particularly visitors from Victoria who regularly travel north during winter. Others were interested in Queensland but had not yet decided where they wanted to go.
Many younger visitors were primarily interested in 4WD, hiking and outdoor experiences and were happy to browse brochures before engaging in more detailed conversations.
The positioning of the Drive Queensland stand was considered a positive, with the team noting that it felt central to the action and that visitors appeared genuinely interested in stopping to see a destination focused stand among the predominantly 4WD and outdoor exhibitors.
Being the only dedicated tourism/destination stand was seen as a strong advantage and provided an opportunity to offer something different from the vehicle and equipment-focused exhibitors.
Key Travel Trends and Destination Interest
The strongest destination interest across the three days centred around:
• K’gari /Fraser Coast
• Cape York
• Outback Queensland
• Birdsville
• Cairns, Tablelands and Mareeba
• Central Queensland
• Carnarvon Gorge
• Moreton Bay
• Gympie region and 4WD tracks
• Savannah Way
• Cobbold Gorge
• Sunshine Coast
• Wellness Way
K’gari and Cape York were consistently among the most requested destinations. Both were frequently described as bucket-list experiences, particularly among first-time Queensland travellers and younger visitors.
Cape York was particularly popular, with many visitors keen to travel north and "tick it off". Interestingly, there was a noticeable preference among some visitors to reach Cape York via inland routes rather than simply following the coast.
Wellness Way was one of the strongest emerging areas of interest across the event. Multiple team members reported significant interest in the route, with visitors responding positively when it was introduced.
Outback Queensland also generated consistent enquiries, particularly around Winton, Longreach, Birdsville, the Dinosaur Trail and broader inland touring. Although slightly softer interest than at previous shows, there was still clear demand among visitors looking for longer distance touring experiences.
There was also interest in lesser-known destinations, 4WD tracks and smaller regional locations that visitors may not otherwise have considered.
Visitor Planning Intent
A key theme was that travel planning was generally longer term rather than immediate.
Many visitors had no fixed plans for the near future but were interested in travelling to Queensland over the next 12 months, with some looking as far ahead as 2028. Others were beginning to consider their next winter escape.
There were also visitors planning to travel to Queensland within the next month or two, particularly to travel the coast and visit family.
Visitors who had recently travelled to Queensland were receptive to planning another trip. This was especially noticeable among Victorian visitors, reinforcing the established winter migration from Victoria to Queensland.
This presents an opportunity for future Melbourne shows to focus messaging around planning the next Queensland winter escape, rather than solely promoting immediate travel.
Visitor Questions & Emerging Themes
Several recurring themes emerged throughout the event:
• Pet-friendly places to visit and stay
• 4WD tracks and accessible off road experiences
• Permits required for different Queensland destinations
• Route planning and inland versus coastal travel
• K’gari access and experiences
• Cape York travel
• Outback Queensland
• Events and event based travel
• Christmas travel and seasonal destination closures
• Caravan parks and accommodation
• Crocodile awareness and safety
• Lesser known regional destinations
• Moving to Queensland and regional lifestyle opportunities
Pet friendly travel was particularly prominent, with repeated requests for information about dog friendly places to visit and stay.
There was also considerable confusion around permits, with visitors asking about requirements for different destinations and experiences. A consolidated list or resource covering key Queensland permits would be valuable for future shows.
There were a number of enquiries about 4WD tracks, particularly around Moreton Bay, Gympie, K’gari and Cape York.
Crocodile awareness was identified as another area where additional visitor education and messaging could be useful, particularly for travellers heading north for the first time.
Events Driving Interest
Event focused travel generated good interest throughout the show, with enquiries including:
• Savannah in the Round
• Opera Queensland
• Queensland Music Trails
• Festival of Outback Opera
• Big Red Bash
• Broader Queensland events
Visitors were beginning to think about travel around specific events, including questions about whether the Big Red Bash would proceed in 2027.
The Drive Queensland events calendar was also popular, reinforcing the value of integrating events into destination planning resources and visitor conversations.
Outside of Queensland, the Mundi Mundi Bash, taking place in Broken Hill during the show weekend, also generated several conversations. Visitors commented on the event reaching capacity and some ticket holders being turned away, highlighting the broader interest in event led touring among the 4WD audience.
Collateral Performance
Drive Queensland collateral performed strongly throughout the show.
The most popular items included:
• Drive Queensland Map
• Drive Queensland Guide
• "Ten Things to Do" content
• Regional destination brochures
• Events calendar
• Promotional bags
The Drive Queensland map was particularly popular, with strong demand reported across all three days.
The maps within the Drive Queensland Guide and the "Ten Things to Do" content were also specifically praised by visitors. Once visitors had been attracted by the content, they were generally more engaged and interested in discussing potential destinations.
Promotional bags remained an effective drawcard and were consistently popular.
By the end of the event, the team had run out of Drive Queensland Guides. This suggests that the core Drive Queensland Guide continues to have strong perceived value among this audience.
Caravan and Accommodation Opportunities
The presence of a BIG4 representative at the show generated positive feedback and highlighted an opportunity to more strongly integrate caravan park and accommodation partnerships into future 4X4 show activity.
The audience included a high number of families and self-drive travellers, many of whom were actively seeking information about where they could stay and travel with pets.
There may be an opportunity to more clearly connect destination guides with caravan parks, accommodation partners and regional travel itineraries, giving visitors a more complete pathway from inspiration to trip planning.
Relocation Interest
An additional theme emerged among the older demographic, particularly visitors approaching retirement.
Several visitors were interested in moving to Queensland, with conversations relating to Queensland's climate and perceived cost-of-living pressures.
While this was not a primary travel enquiry, it reinforces the broader appeal of Queensland among Victorian audiences and provides an additional consideration for how Queensland destination messaging can resonate with different life stages.
Stand Observations
While foot traffic increased significantly from late morning, many younger visitors initially approached the stand to browse or collect brochures rather than seek detailed destination advice.
However, once they were engaged with the maps and destination material, conversations became more detailed and there was a willingness to consider destinations they had not previously considered.
A number of young families, for example, were encouraged to consider Outback Queensland and Cairns, supported by destination information including Australian Age of Dinosaurs and Hartley's Crocodile Adventures.
The younger demographic also appeared to have less detailed knowledge of individual Queensland regions, suggesting that inspirational and easy-to-understand content may be particularly effective for this audience.
There was strong interest in where to go and what to do, but less demand for detailed itinerary planning.
Overall Outcome
The National 4X4 Outdoors Show Melbourne was a valuable platform for Drive Queensland to reach a large and relevant audience of 4WD enthusiasts, self-drive travellers, families and outdoor focused visitors.
The event demonstrated strong interest in Queensland as a touring destination, particularly for iconic bucket list experiences including K’gari, Cape York and Outback Queensland.
A significant number of Victorian visitors had either recently travelled to Queensland or were considering returning, reinforcing the importance of the Melbourne market for Queensland's winter travel period.
The show also highlighted the opportunity to use the event to inspire visitors who have not yet decided where they want to travel, rather than relying solely on existing destination intent.
Drive Queensland's position as the only dedicated tourism/destination stand was a notable advantage, giving the team a clear point of difference within a predominantly 4WD and outdoor focused environment.
Overall, the event provided valuable insight into current traveller interests and highlighted strong potential for continued promotion of Queensland's self-drive, regional and outdoor experiences.
Opportunities Identified for Future Shows
• Develop Melbourne specific messaging around planning the next Queensland winter escape, particularly targeting Victorian travellers.
• Increase promotion of K’gari, Cape York and inland Queensland touring routes.
• Continue building awareness of Wellness Way, which generated significant interest.
• Develop a consolidated Queensland permits guide to address visitor confusion around access requirements.
• Strengthen pet friendly travel messaging across brochures and stand collateral.
• Increase visibility of 4WD tracks and off road experiences, particularly in Moreton Bay, Gympie, K’gari and Cape York.
• Promote caravan park and accommodation partnerships more prominently at 4X4 events.
• Continue integrating events and event led travel into destination conversations and collateral.
• Encourage stronger promotion of the Drive Queensland events calendar.
• Explore ways to better integrate membership and industry partners with Drive Queensland's destination guides.
• Consider more inspirational content aimed at younger travellers and first-time Queensland visitors, who may know they want to travel to Queensland but have not yet decided where to go.
• Develop additional crocodile awareness and northern Queensland travel information for first time visitors.
Thank you for being part of the Drive Queensland team:
Michelle Lloyd – Cassowary Coast Tourism
Bell Faber – Cook Shire Council
Grace Elliott – Winton Shire Council
Jess Fealy – Mareeba Shire Tourism
Lenore Wyatt – Mareeba Shire Tourism
Jessica Grove – Big4 Holiday Parks
Michelle Ballard – Longreach Region
Fiona Nicholl = Drive Queensland
