The Bundaberg Region is stepping forward with a bold new Destination Brand, alongside a completely reimagined website and coordinated marketing campaign, marking an exciting chapter for the region and its economic development strategy.

This is more than a new look or a clever line.  It's a shared story. 

One that captures what locals already know and love about the Bundaberg region, a place that's closer than you think, and greater than you imagine. From the warmth of its people to the richness of its land and sea, it's a region that stays with you long after you've left.

Behind the brand sits a clear and deliberate strategy.  One designed to grow visitation, increase visitor spend and support local jobs, ensuring tourism continues to deliver real economic value for the region.

Developed in house by Bundaberg Tourism, and shaped through consultation with industry and stakeholders, the new brand leans confidently into what makes the region distinct. Its character, its makers and growers, its coastline and rugged inland. Its natural icons, and its proximity to South East Queensland. 

It is proudly homegrown.  Built by locals, for locals.

CEO of Bundaberg Tourism, Katherine Reid, said the launch represents a pivotal moment for the region.

“Tourism is one of our most powerful economic drivers, but at its heart, it's about connection,” Ms Reid said.   “We've always known what makes this place special. This brand simply gives us a clearer, more powerful way to show the world that Bundaberg is closer than you think, and greater than you imagine.  This brand and campaign brings that to life in a way that is clear, confident and unmistakingly Bundaberg, while also doing the important work of driving visitation, spend and long term economic growth.” 

With global competition for visitors intensifying, the new brand has been designed to cut through, giving Bundaberg a stronger, more unified presence in market and making it easier for travellers to choose the region.

The new Destination Website has been built around the visitor journey, making it simpler for travellers to discover experiences, plan their stay and connect directly with local operators.

Launching alongside the brand and website, the destination marketing campaign targets high value domestic and short haul visitors most likely to stay longer and spend more. Delivered across digital, social, search and PR channels, the campaign is designed to drive immediate visitation while building long term brand recognition.

Bringing the brand, website and campaign to market together creates momentum, and a platform the region can continue to build on.

“A strong visitor economy supports jobs, strengthens local businesses and contributes to the vibrancy of our communities,” Ms Reid said.  “When visitors stay longer and spend more, that benefit flows right across the broader region, from cafes, pubs and accommodation providers to tour operators, retailers and primary producers. It strengthens our region and supports the services and lifestyle we value as residents.  This brand gives us a unified platform to tell our story, while still celebrating the individuality of each town, each experience and each business.”

The new Destination Brand does not replace individual business brands. Instead, it provides a shared regional story that operators can leverage to amplify their own marketing, with free access to toolkits, content and training.

Importantly, following recent flooding, restoring visitor confidence is a priority.  The campaign reinforces that the Bundaberg region is open, accessible and ready to welcome visitors, while supporting local businesses through recovery.

Success will be measured through visitation and spend data, digital performance, business confidence and industry engagement, with a clear goal: more visitors, longer stays, greater local pride and stronger outcomes for the region.

The new brand, website and campaign will be officially celebrated at the launch event on 25 March, before rolling out across all destination platforms.

Bundaberg isn't trying to be anywhere else. It is stepping forward as itself, warm, real and ready to be experienced.

Image gallery: https://platform.crowdriff.com/m/s-cK5-9JAV88Sec0-C