Tourism Noosa has officially launched its 2025 Winter Campaign, continuing the successful "The Sweet Life in Noosa" brand platform and promoting Noosa as the ultimate winter escape. Building on the momentum from last year’s campaign, the new season highlights the destination’s natural beauty, relaxed luxury, and local experiences through an inspiring destination video.
The campaign aims to connect with domestic and trans-Tasman audiences seeking a winter break that blends nature, lifestyle, and indulgence—defining elements of the Noosa experience. Helen Mitchell, Tourism Noosa’s destination marketing manager, emphasized that this campaign is about placing Noosa front-of-mind for key markets during the cooler months.
"This campaign allows us to showcase Noosa to high-value audiences in our core markets of New South Wales, Victoria, and South-East Queensland and New Zealand through impactful content and partnerships across digital, print, and television. It’s about reinforcing Noosa’s unique appeal as a place where you can truly enjoy the sweet life, even in winter," said Mitchell.
Key activities for the campaign include a national print and digital campaign with Australian Traveller magazine, a regional media campaign through Explore, appearing in 14 newspapers across New South Wales, Victoria, Tasmania, and the Australian Capital Territory. Additionally, there will be a digital partnership with The Urban List, targeting audiences in New South Wales, Victoria, and Queensland.
Another exciting aspect of the campaign is a dedicated Noosa episode being filmed for Channel Seven’s The Weekender. Television commercials and digital adverts will also run across Nine Now, with campaign integration occurring across Visit Noosa’s digital and social platforms.
In a collaborative push to elevate Noosa in the New Zealand market, a joint marketing campaign with Sunshine Coast Airport, Tourism Noosa, and Jetstar will feature a destination takeover of overhead lockers on a Jetstar A320 domestic New Zealand aircraft. The campaign will also include targeted activity in Auckland promoting Noosa as the ideal winter escape.
New Zealand is Noosa’s key international market, now enjoying the convenience of year-round direct flights with Jetstar from Auckland to Sunshine Coast Airport. The destination video is central to the campaign, capturing everything from beachside dining and river and coastal experiences to hinterland adventures and luxury accommodation.
Meanwhile, Indonesia AirAsia is set to launch a new direct flight service between Denpasar, Bali, and Adelaide, South Australia, commencing June 25, 2025. This flight service will operate four times weekly using Airbus A320-200 aircraft, configured to carry 180 passengers.
Introductory fares for these flights are being offered at only AUD 199. The flights will depart Adelaide every Monday, Tuesday, Thursday, and Saturday, returning from Denpasar every Monday, Wednesday, Friday, and Sunday. The flight time between the two cities is approximately four hours and 50 minutes.
This marks the first time Indonesia AirAsia has operated a service out of Adelaide. The new route represents AirAsia’s fourth flight service connecting Bali and Australia, bringing the total number of Australian destinations served to four: Adelaide, Darwin, Cairns, and Perth.
Veranita Yosephine Sinaga, CEO of Indonesia AirAsia, expressed enthusiasm about the new service. "We are providing access for tourists from South Australia to connect with more than 130 destinations throughout Asia and its surroundings through the AirAsia Group network, with Bali as the main hub," she stated.
Sinaga pointed out that Australia is one of the fastest-growing traffic sources for low-cost airlines. "Bali is a favorite destination for tourists from South Australia, and we understand the high demand for affordable flights," she added.
According to the National Statistics Agency (BPS), in 2024, Australia ranked as the second largest source of foreign visitors to Bali, with 1.6 million Australians visiting the island, just behind Malaysia, which had 2.2 million visitors. This represented a significant increase from 2023, when 1.3 million Australians traveled to Bali, marking a 16.59% rise.
As for Adelaide, the city is now connected to 14 international destinations, with a target of expanding to 39 international destinations by 2050. The new AirAsia route is expected to enhance tourism and connectivity between South Australia and Bali, further solidifying the region's appeal as a travel destination.
Both campaigns reflect a growing trend in tourism where destinations are increasingly focusing on international markets to boost visitor numbers. With Noosa's luxurious winter offerings and AirAsia's new competitive flight services, both regions are set to attract more travelers looking for unique experiences.
As summer fades and winter approaches, Noosa and Bali are positioning themselves as prime winter getaways, promising sun-soaked adventures and memorable escapes for travelers from Australia and beyond.
