HUMP day took on new meaning in Brisbane this week when Harvey the humpback danced around the Botanic Gardens.
Harvey's presence can mean only one thing - whale watching season is here.
Whale watching attracts about 50,000 visitors a year to the Fraser Coast region.
Hervey Bay expects to receive about 14,000 humpback whales visiting their annual playground.
Fraser Coast Mayor Gerard O'Connell said this season would contribute an estimated $80 million to the regional economy with flow-on benefits for the whole community.
He said the Hervey Bay community would fly the whale flag every hump day - Wednesday - by wearing a Harvey t-shirt.
To mark the beginning of the season, several Brisbane buses have been branded with whale images as part of a promotional campaign.
In Brisbane, Tourism Queensland marketing manager Alison Bendall said the campaign was about promoting the special experience with migrating humpbacks at Hervey Bay.
"They come into Hervey Bay where they rest and play, they bring their young into the bay," she said.
"So Harvey and the Humpbacks is a campaign designed to promote the biggest live act in the world.
"And the experience in Hervey Bay is a very special one where you can get front row seats in the greatest stadium in the world."
Tourism Queensland chief Anthony Hayes said plenty of whales had already been spotted along Queensland's coast.
He said there were 36 Fraser Coast tourism businesses participating in the campaign, offering visitors front row seats to see humpbacks from $105.
Tickets to see Harvey and the humpbacks were available at Queensland.com/whales.