Tourism Queensland is setting aside the 'Where Else but Queensland' theme for a new one.

Premier Anna Bligh and Tourism Minister Peter Lawlor revealed to the public the new tag line which replaces the one used for 12 years. The 'Queensland, Where Australia Shines' comes along with a $4.16 million investment over two years.

The premier explained the new theme “captures the essence of Queensland - a beautiful Australian holiday destination, with unforgettable experiences and shining Queenslanders themselves.” Bligh said the $4.16 million investment would fund the marketing efforts of the brand in target international markets.

A photo and film shoot of over 70 Queensland destinations will be covered through the funds. Bligh also boasted of regional marketing brands for Brisbane, the Gold and Sunshine Coasts, the Whitsundays, and tropical north Queensland.

The tourism minister claims 122,000 Queenslanders are directly employed in tourism. Lawlor said, “This brand will enable our tourism industry to develop more effective marketing activities based on what visitors want and need from their Queensland holiday.”

Queensland Tourism Industry Council (QTIC) spokesman Daniel Gschwind considers the new campaign as a strong one. He said, “it builds on what we've had in the past and it's truthful... It also puts Queensland in the context of Australia, with the word Australia in the byline and I think that it positions us very strongly.”