This year, Youi is a proud partner of Queensland Day’s All the Best Campaign. Celebrated on June 6, Queensland Day offers a moment to pause and reflect on what makes the Sunshine State so distinct. It’s a celebration of history, community and identity – but increasingly, it’s also a chance to recognise something more dynamic: Queensland isn’t just shaped by its past, but by the people continuing to choose it today who’ll shape its future.
As part of Queensland Day, Queenslanders have been asked to vote for their favourite local icons in the ‘All the Best’ awards, spanning 15 categories, including the best bakeries, beaches, and meat pies. This year, the Awards received a record-breaking 75,000 unique votes.
As one of the fastest-growing states in Australia, Queensland is a magnet for visitors and population growth. We surveyed Australians to take a deep dive into the passion and vibrancy behind Queensland’s local pride.
A place people choose
One of the defining realities of modern Queensland is how many residents have chosen to call the Sunshine State home. Less than half of Queenslanders (46%) were born in the state, while the majority have relocated, with 35% from elsewhere in Australia and 19% from overseas.
Sandy beaches seem to be the draw with coastal regions driving this growth. Interstate movers make up nearly half of residents in the Sunshine Coast (48%) and Gold Coast (47%), versus roughly one in five (21%) in Brisbane.
It’s also a trend that varies by life stage. Younger Queenslanders are far more likely to be locally born (67% of Gen Z), while more older Australians have actively chosen to move here later in life, with over half of Baby Boomers (51%) relocating from another state.
Together, these patterns highlight a shift: Queensland is not just a strong local identity, but a lifestyle people are actively choosing at different stages of life.
Pride that holds strong
What’s striking is that this constant movement hasn’t diluted Queensland’s identity – it’s reinforced it.
Nearly seven in ten Queenslanders (69%) say they are very proud to be from the state.
That pride holds geographically, with at least six in ten residents in every surveyed region reporting strong pride – and peaks as high as 78% in areas like Logan and Redlands. Regional Queensland, including Bundaberg, Mackay and Rockhampton, has the highest share of extremely proud Queenslanders, coming in at 43%. This suggests that, within regional Queensland, locals feel a strong attachment to supporting their state and may be quite vocal about it too.
In a state where more than half the population wasn’t born locally, this is significant. It suggests Queensland pride isn’t inherited – it’s built over time and widely shared.
More than a place – a way of living
So, what defines a Queenslander?
The answer is remarkably consistent – and it’s not where someone comes from. Instead, identity is rooted in lifestyle. A relaxed attitude is the leading marker (57%), followed by a love of the outdoors (49%).
These are reinforced by community-driven values, including mateship (34%), helping neighbours (32%) and resilience (30%).
There are subtle generational differences that shape these definitions. Gen Z is less likely to define Queensland through relaxed attitudes (43% vs 57% overall), while a relaxed attitude is the core identity for Gen X at 67%. Instead, Gen Z place a greater emphasis on shared experiences like mateship (46%) and even road trips (20% vs 14% overall).
Across all groups, however, the pattern holds: being a Queenslander is about how you live, not where you started.
The lifestyle that keeps people here
Queensland doesn’t just attract people – it retains them.
Two in three residents (67%) say they expect to stay in the state for the rest of their lives, while only 2% are actively planning to leave permanently.
And the reasons are deeply tied to lifestyle. Warm weather year-round is the most cited factor people would struggle to give up (59%), followed by beaches and coastal living (51%), outdoor lifestyles (49%) and a relaxed, social pace of life (44%).
These aren’t peripheral benefits – they’re central to daily life for many. The Queenslander lifestyle shapes how people live, connect and spend their time.
The “laid-back” reputation still rings true
For decades, Queensland has carried a reputation as Australia’s most relaxed state – and according to its residents, that perception still holds.
More than 80% of Queenslanders say people in the state are more laid-back than those elsewhere in Australia. It’s a belief that spans regions and generations, particularly strong in coastal and northern areas.
While it might sound like a stereotype, it functions more like a shared understanding – a shorthand for how people see themselves and each other. It reflects not just pace, but priorities: time outdoors, connection with others, and a slightly less hurried approach to life.
A state built for exploration
Perhaps it’s no surprise that lifestyle translates directly into how people experience Queensland.
Road trips are a defining behaviour, with 44% of residents taking them multiple times a year and only 6% saying they never do.
And when asked what defines a quintessential Queensland road trip, nearly two-thirds (62%) point to driving along the coast – well ahead of other experiences like visiting country pubs (42%) or exploring national parks (42%).
It’s another reflection of how geography and lifestyle intersect: Queensland isn’t just a place to live, but a place to experience and explore.
A growing state, with a consistent spirit
Queensland today is defined by movement. People are arriving, regions are expanding, and lifestyles continue to evolve.
Yet rather than fragmenting identity, that growth appears to be strengthening it. High levels of pride (69%), strong retention (67%) and consistent lifestyle markers across generations all point to the same conclusion: Queensland’s identity is strongly defined but still inclusive.
Perhaps that’s because the essence of Queensland isn’t tied to a single experience or demographic. It stretches across coastal, regional and urban communities – yet remains anchored in a shared way of living.
On Queensland Day, that balance is worth celebrating. Not just the history that shaped the state, but the people and places continuing to shape it now. From iconic everyday favourites like The Baker’s Duck in Toowoomba and Banh Mi Factory in Zillmere, to destination experiences like Mooloolaba Beach, Gordon Country in Goomburra and The Savannahlander in Tropical North Queensland, this year’s ‘All the Best’ winners bring this shared identity to life.
They reflect the lifestyle Queenslanders value most – outdoors, community, road trips and great local food – and the reasons people continue to choose the state in the first place. Because in Queensland, belonging isn’t something you have to inherit. It’s something you can step into – and, before long, feel proud to call your own.
Interested to explore the winners yourself? Check out our QLD Day All the Best Itineraries below to see how you can enjoy this year’s All the Best champions.
QLD Day All the Best Itineraries
Inner North Brisbane Loop (Half / Full Day)
Breakfast at Farmhouse, Kedron (Best Café)
Kick off with a proper Brisbane brunch – think fresh sourdough, seasonal produce, and great coffee.
Make a gourmet stop at Rode Meats, Stafford Heights (Best Butcher)
Swing past to grab premium cuts – perfect for any BBQ! The friendly team here are happy to assist with recommendations or to have a chat.
Lunch – a quick and iconic bite at Banh Mi Factory, Zillmere (Best Banh Mi)
Grab a classic crispy pork banh mi or switch it up with a chicken – quick, cheap, and one of Brisbane’s most-loved lunches.
Finish the day by exploring nearby suburbs such as the Kedron Brook’s leafy bikeways and parks for an afternoon stroll, or head to Shorncliffe or Redcliffe, fire up the barbeque near the ocean and enjoy your goods from Rode Meats.
Sunshine Coast Day Trip
Mooloolaba Beach, Sunshine Coast (Best Beach)
Fire up the engine and drive approximately 1 to 1.5 hours from Brisbane to discover Queensland’s best beach, Mooloolaba Beach.
Swim, grab a coffee, and explore the esplanade. There’s plenty to see and do around Mooloolaba beach, including casual beachfront fish and chips, or a café lunch. Spend the afternoon leisurely paddleboarding, strolling, or browsing boutique shops.
On your return to Brisbane, choose your perfect finish to the day:
- Munja pizza, Wynnum (Best Pizzeria) – a relaxed bayside stop for woodfired pizzas and a relaxed coastal experience.
- 4 Pines at Landers Pocket (Best Pub) – a convenient stop closer to the airport for hearty meals, a craft beer, and a cheeky game of mini golf.
Toowoomba 2-Day Outdoor Adventure
Day 1 – Food & Local Favourites
Breakfast at The Baker’s Duck (Best Bakery)
Start your trip with flaky pastries, fresh bread, and great coffee – the perfect fuel for the drive or as a reset upon arrival.
Lunch at Super Rooster (Best Burger Joint)
Keep it casual with one of Toowoomba’s most iconic burger spots: simple, satisfying, and nostalgic in the best way.
Afternoon at Project 88 (Best Gym – co-winner)
Stretch your legs and get a sweat on with a workout at one of Queensland’s top gyms.
A leisurely evening
Explore Toowoomba’s parks, street art, or viewpoints before settling in for dinner at one of the town’s many local favourites.
Day 2 – Nature & Adventure
Head to Gordon Country, Goomburra (Best Camping / 4WD Spot)
Venture into the scenic countryside for a day surrounded by nature. Enjoy bushwalking, swimming spots, and open space – perfect for a picnic or a slower paced day out.
Return or stay overnight
Either head back to Brisbane in the afternoon or stay longer to soak up the peaceful camping experience and the ambience of the outdoors.
Hervey Bay Coastal Escape
Lunch at Migaloo’s Seafood & Ice Creamery (Best Fish & Chips)
Dive into classic seaside fare with freshly cooked fish and chips, best enjoyed by the water.
Dessert stop at RAD Rolled Ice Cream (Best Ice Cream Shop)
Cool off with a fun and freshly made rolled ice cream, a must-have treat while you’re in town.
Spend time by the coast
Take a stroll along the esplanade, relax by the beach, or enjoy seasonal whale watching in one of Queensland’s best-known spots.
Wander up to Tropical North Queensland
Experience the Savannahlander (Best Tourism Attraction)
Step aboard this iconic outback rail journey and travel through remote landscapes, historic towns, and countryside that takes you outside the everyday commute. It’s a relaxed, story-driven experience rich in character.
Extend your tropical getaway
Pair your rail adventure with a broader Tropical North trip, explore Cairns, the Great Barrier Reef, or the lush Atherton Tablelands for waterfalls and rainforest experiences.
Drift North to Bowen
Visit Fiorella Florals (Best Florist)
For Queenslanders that have found themselves near North Queensland, follow the coastline all the way to Bowen to where the pace softens and the landscape turns to sun-drenched beaches, mango orchards, and sea air that feels unmistakably North Queensland.
Tucked into this tropical setting, is Fiorella Florals, a local florist that provides locals and travellers alike with fresh blossoms year-round. Alongside thoughtfully styled arrangements, you’ll find simple pleasures done well, including fresh coffee and ice cream served on site.
Brisbane Southside Training & Wellness Itinerary
Morning training at Strand Fitness Algester (Best Gym – Co Winner)
Start your day with a purposeful workout at this community-focused gym. Expect functional strength training zones, well-equipped lifting areas, and a supportive local atmosphere.
Recovery and reset at Strand Fitness’ Wellness Facilities
Stay on-site post-session and prioritise recovery at Strand’s sauna and wellness spaces. Recharge and reset by enjoying a massage or swim.
Continue wandering south for a hair refresher at Sarge’s Barber – Hope Island (Best Hairdresser / Barber)
Take the wellness experience beyond fitness with a premium grooming stop at Sarge’s Barber. Imagine sharp cuts and polished trims. Leave feeling relaxed after a high-end barber experience. If time permits, finish the day with a seaside stroll.
To see a full list of the 2026 All the Best winners and finalists, visit www.qld.gov.au/qldday.
This data is sourced from a survey conducted by Lightspeed between 19 May 2026 and 25 May 2026, involving 1020 individuals aged 18 and above from Queensland. Some percentages have been rounded to the nearest whole number. Survey results have not been independently verified by Youi and may not be representative of the general population. Youi makes no representation or warranty of any kind of the accuracy, adequacy, reliability, or completeness of the data and accepts no liability for any loss or damage of any kind suffered as a result of the use of or reliance on the data. Individual experiences may vary.
