SUMMER is usually spent by the beach for most Queenslanders but new research reveals the Beef Capital is quickly emerging as a new travel hotspot this holiday season.

New data from reveals Rockhampton topped Burleigh Heads as one of the most in-demand regions this summer break for Queensland travellers.

In a search-based study by the popular holiday website, accommodation searches for Rocky have sky-rocketed, increasing 55 per cent since last year.Capricorn Enterprise chief executive Mary Carroll said the popularity increase was a result of recent tourism campaigns.

"This result comes off the back of our recent $50,000 Summer campaign which targeted the 400km radius and included three major package prizes, two of which are the three day Rockin' Rocky at Great Western Hotel and the other being Busby Marou's One Hot Night Concert in December,” she said.

"The third major prize was a holiday at Great Keppel Island Hideaway.”

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