Bundaberg tourism operators expect big visitor numbers when Queensland borders restrictions are relaxed.
They are spruiking the message that Bundaberg is more than rum and turtles, ahead of the Queensland border reopening on July 10.
Bundaberg Tourism's Ellie Tonkin said there has been lots of interest from southerners already.
"People have been contacting us for months now, talking about how they can't wait for the borders to open and allow them to come back up to Bundaberg," Ms Tonkin said.
Ms Tonkin said whales and the region's fruit bowl are also a huge attraction.