Travel just got an unexpected twist with the launch of the Up for Unexpected campaign's $10 Holiday Promotion — a bold initiative offering a limited number of exclusive $10 mystery holiday packages designed to inspire spontaneity and drive immediate bookings to Townsville North Queensland.

With only 10 packages available at just $10 each, this offer is created purely for the curious explorer, with exact details of the holiday experience kept mystery until purchase. From island escapes to reef diving, waterfalls to foodie feasts, these limited-edition getaways embody the region's adventurous spirit and growing appeal.

The region's destination management organisation – Townsville Enterprise – is leading the promotion as part of their broader marketing activity to spotlight Townsville North Queensland's holiday appeal as one of the country's fastest growing tourism destinations.

Townsville Enterprise Director of Visitor Economy and Marketing, Lisa Woolfe says the invitation to holiday the unexpected way is where Townsville North Queensland shines.

“We're inviting Australians to say yes to the unexpected, tapping into the rising demand for surprise, fun, and unforgettable travel experiences, a demand that this region can truly deliver on.”

“Our region is one of the country's fastest growing for tourism destination, and we know that more people from across the country are turning to lesser-known destinations to uncover the breadth of experiences on offer.”

The campaign follows a wave of positive tourism momentum for the region.

"We've seen double-digit growth in visitation, and with the recent announcement of increased flight capacity with Jetstar and Virgin, it's never been easier to explore Townsville North Queensland,” Ms Woolfe said.

“More flights mean more opportunities — and these $10 mystery holidays are the perfect reason to get people talking, sharing, and booking.”

“This is about putting Townsville North Queensland on the map in a new and exciting way,” Ms Woolfe said. “It's a call to adventure — and a fresh invitation to discover something new, or familiar but with a twist – to discover everything this extraordinary region has to offer.”

What's on Offer?
Each themed getaway offers a teaser of the experience, with the destination vibe revealed but the full itinerary kept secret until purchase. Themes include:

• Up for Luxury – indulge in barefoot five-star feels
• Up for Island Time – soak up sun, sea, and salty breezes on Magnetic Island
• Up for Reef – dive into coral wonderlands and underwater art in the heart of the Great Barrier Reef
• Up for Curious Explorers – roam wide-open roads, meet longhorns, and uncover golden outback tales
• Up for Wild – meet the locals (the feathered, furred and scaly kind) on a close-up nature escape
• Up for Thrills – ride fast, dive deep and chase the kind of memories that get your heart racing
• Up for Play – splash, laugh and get up to mischief with sun-fuelled fun for the young at heart
• Up for Taste – bite into the best-kept foodie secrets of Townsville's tastemakers
• Up for Time Travel – get lost in living history and stories that shaped the region
• Up for a Pause – breathe deep, move slow and recharge with moments made for stillness

How It Works:

• Travelers register via the dedicated landing page.
• They receive an alert when the $10 booking portal goes live.
• First come, first served: only 10 mystery packages are available at $10.
• Once sold out, standard-priced themed packages remain available, keeping the momentum going.

Why It Works:

• The $10 price tag is a media magnet and drives immediate urgency.
• The mystery element is highly shareable and playful.
• Visual storytelling around reef, rainforest, food, and wildlife delivers strong social media cut-through.

LEARN MORE > https://www.townsvillenorthqueensland.com.au/up-for-unexpected/10-holidays-up-for-unexpected/

PHOTOS > https://platform.crowdriff.com/m/s-abs7g7pZ1nNnyIpA