My Holiday has brought back its Festival of Free campaign for the 2026/27 season, now with a broader appeal that extends beyond families to all Australian travellers. The relaunch, developed in partnership with Tourism & Events Queensland, introduces a suite of 'Festival Perks' designed to add tangible value to Queensland holiday packages.
Each My Queensland package now includes at least one additional benefit, ranging from hotel room upgrades and complimentary extras to airfare incentives. The perks are tailored to different destinations and holiday styles, aiming to showcase Queensland's diverse offerings—from tropical islands and beaches to city breaks and regional escapes.
Festival Perks in detail
Among the standout perks are a $100 Flynn Fun Tab at Crystalbrook Flynn in Cairns, a guaranteed double room upgrade at Crystalbrook Riley, complimentary ice-creams for children at Daydream Island in the Whitsundays, and free flights for the first child on eligible packages with Virgin Australia. These benefits are intended to make Queensland's attractions more accessible and appealing to a wide range of travellers.
Paul Yui, General Manager at My Holiday, said: “We’ve evolved the campaign this year to give travellers more ways to benefit, with Festival Perks tailored to different destinations and holiday styles.” The campaign is supported by regional tourism partners including Experience Gold Coast and Visit Sunshine Coast, as well as Virgin Australia.
Andrew Powell, Queensland Minister for Tourism, emphasised the campaign's role in making the state's sought-after destinations more accessible. “This initiative encourages visitors to explore more and support local tourism businesses,” he said.
The Festival of Free will run throughout the 2026/27 travel period, offering a wide range of holiday packages and perks. For travel agents and tour operators, this presents an opportunity to promote Queensland as a value-added destination, particularly for family travel and multi-generational trips.
My Holiday's move reflects a broader trend in the Australian travel market, where value-added incentives are becoming key differentiators. Similar strategies are being employed by other operators, such as Grand Pacific Tours' expanded New Zealand offerings, which also focus on enhancing the customer experience.
The campaign also aligns with Queensland's ongoing efforts to boost tourism, which have seen success with initiatives like the TAT's LISA campaign in Thailand, demonstrating the power of targeted marketing in driving bookings.
For hotels and resorts in Queensland, the Festival of Free provides a platform to increase occupancy during the 2026/27 season. Properties like Crystalbrook Riley and Daydream Island are already leveraging the perks to attract families and couples alike.
Travel agents can use the campaign to upsell Queensland packages, highlighting the added value of perks such as free child flights and room upgrades. The collaboration with Virgin Australia also offers opportunities for bundled airfare and accommodation deals.
As the travel industry continues to recover, campaigns like Festival of Free are crucial in stimulating demand. By offering tangible benefits, My Holiday is positioning itself as a leader in value-driven travel, a strategy that resonates with cost-conscious consumers.
The campaign's success will be closely watched by industry stakeholders, as it could set a precedent for future promotional strategies in Australia's competitive holiday market.
