Brisbane is a sub-tropical modern and diverse city that offers a range of appealing experiences for visitors, in a warm and friendly environment. It is the third largest city in Australia and is home to over two million culturally-diverse people.
The region stretches from Bribie Island in the north to City of Logan in the south, and Lockyer Valley in the west to Moreton Island and North Stradbroke Island in the east.
For the year ending March 2017, Brisbane enjoyed record highs in both domestic overnight visitation and expenditure with 6.2m visitors (up 9.3%) who spent $3.7bn in the region (up 11.5%). This growth was driven by purposes other than holiday, with growth in business sector visitation (up 14.1% to 1.6m) and growth among those visiting friends and relatives (up 8.6% to 2.6m).
International visitation to Brisbane increased 4.9% in the year ending March 2017. These visitors also stayed longer, with nights up 9.0% to 26.1 million, and spent more per night, resulting in a 9.6% increase in expenditure to $2.1 billion.
Brisbane Marketing is the regional tourism organisation for Brisbane, Logan, Ipswich, Scenic Rim, Lockyer Valley, Moreton Bay, Redlands and Somerset and reported the following key highlights for the 2015-16 year:
- Through collaboration with TEQ and Brisbane Airport Corporation, new aviation routes secured for Brisbane included Air Canada Brisbane - Vancouver direct flights; Qantas Tokyo (Narita) direct flights; consolidation of daily direct China Southern routes in to Brisbane and the announcement of Shanghai – Brisbane flights commencing in December amongst others.
- To consolidate the new Japan direct flights, Brisbane hosted the Japan Association of Travel Agents (JATA) Board on a four-day visit to Brisbane and the Gold Coast.
- Major Events were a key focus of the year with the successful delivery of the inaugural World Science Festival Brisbane in March and the launch of the Brisbane Global Tens, an international Rugby event to be held for at least the next four years in February that will bring fourteen of the best Rugby Clubs in the world in to Brisbane for an exciting, new innovative Rugby product. Events such as the NRL Double Header, State of Origin, international cricket and rugby, major musicals and concerts saw high occupancies in the city’s hotels including 100% occupancy across a number of key event periods.
- Brisbane Marketing drove the formation of the Brisbane Collective – an industry partnership program that has resulted in increased attendance at tradeshows such as ATE, Queensland on Tour and ATEC Best of Queensland, as well as increased collaboration between operators resulting in improved packaging of Brisbane product for local, domestic and inbound markets, with the aim of heightening the appeal of the destination and delivering increased spend and length of stay.
- To complement future tourism infrastructure, Brisbane Marketing has initiated a Tourism Attraction Investment Strategy to identify gaps in the current tourism offering and attract investors for new infrastructure projects.
- Brisbane Marketing delivered a Greater Brisbane Region marketing initiative in partnership with TripAdvisor and Wotif, delivering tactical campaigns with supporting media buy resulting in sales for the region in excess of $821,000.
The Brisbane region’s Hero Experiences have been developed to deliver the region’s long-term tourism vision and brand promise. The Hero Experience themes are:
- Vibrant, Relaxed, Urban Outdoor Lifestyle
- Events and Culture
- Nature at your doorstep bursting with colour and life
Visit the TEQ website for more information on Brisbane.