Already spruiked as being 'beautiful one day and perfect the next', the sunshine state is now trying to entice its southern neighbours to move north of the border.
According to the latest census data many have already done so.
Queensland Treasurer Curtis Pitt travelled to Sydney to launch an advertising campaign targeting "skilled and innovative individuals" as well as families, citing the state's lower cost of living and business incentives.
"We will be showcasing Queensland's extensive list of advantages when compared to our interstate counterparts," Mr Pitt said.
"Queensland is much more than mining, tourism and agriculture -- we are nation-leaders in a diverse range of fields, have the country's most innovative and dynamic trading economy, and are open for business."
The campaign comes as the latest census data shows Brisbane's population has increased by almost 10 per cent over the last five years.
The data, released on Tuesday, shows Brisbane's population grew from 2.07 million in 2011 to 2.27 million in 2016, an increase of 9.9 per cent.
Queensland overall saw an 8.6 per cent increase in population over the same period, with fully half of the state's estimated 4,883,739 residents living in the capital.
Mr Pitt said the campaign would focus on all of Queensland, with an emphasis on getting people to move to regional centres, not just Brisbane and the southeast.
The Treasurer said before the end of the year Queensland's population was estimated to hit five million, with interstate migration a large factor.
"We are keen for this to continue. Strong population growth supports growing markets that in turn give business the confidence to invest and employ new workers."
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