The 93-room Madison Plaza Townsville, in the city’s CBD, will undergo an extensive refurbishment before converting to Holiday Inn Townsville in early 2026.

Located near Queensland Country Bank Stadium, Queensland Tropics Museum and Townsville Yacht Club, the property will be operated by La Vie Hotels and Resorts and feature an all-day-dining restaurant, as well as conference and events facilities.

“We’re delighted to partner with Luxora Hotels to bring our Holiday Inn brand to Townsville, and we look forward to supporting Luxora in its vision to create Townsville’s leading midscale hotel,” says Cameron Burke, IHG Hotels & Resorts’ development director, Australasia and Pacific.

“As part of the world’s largest brand family, we expect Holiday Inn to resonate with domestic and international travellers to Townsville and Far North Queensland.

“Queensland is in an exciting growth phase and this latest announcement continues our broader regional expansion strategy.

“It has been announced that several Olympic events will be held in Townsville and this, combined with the city serving as a strategic hub for industries including mining, energy and defence, contributes to Townsville’s thriving economic and tourism landscape.”

IHG Hotels & Resorts has 76 hotels in Australasia operating under nine brands: Six Senses, InterContinental, Kimpton, Vignette Collection, Hotel Indigo, voco, Crowne Plaza, Holiday Inn and Holiday Inn Express.

The company has another 26 properties in its development pipeline across Australasia.

“We’re proud to collaborate with IHG to bring this exciting project to Townsville,” says James Zhao from Luxora Hotels.

“Upon opening, Holiday Inn Townsville will deliver the exceptional, warm and welcoming experiences the brand is known for across the world, and support the region’s tourism and business sectors.

“We are also pleased to be working with La Vie Hotels and Resorts, which will operate the hotel.”