Brisbane’s new domestic tourism campaign - Brisbane Favours the Bold - launches this week, appealing to those who search for the unexpected to discover the new Brisbane.
The campaign, delivered by Brisbane Economic Development Agency (BEDA), builds on the thriving capital city’s momentum to intrigue and inspire Australians to visit Brisbane and rediscover the evolving city and all it has to offer.
With a globally acclaimed dining scene, new luxury hotels, riverside galleries and museums, tropical islands, ancient rainforests, and a jam-packed major events calendar, visitors are invited to take the plunge and experience Brisbane in a way they never have before.
Lord Mayor Adrian Schrinner said the campaign would encourage visitors from southern states to book their next trip to Brisbane.
“Brisbane’s popularity as a holiday destination continues to soar, as we attract incredible accolades from global publications like TIME Magazine, Frommers and The New York Times that highlight everything our great city has to offer,” Cr Schrinner said.
“Victorian and New South Wales travellers are the most eager, with visits from those states up on average 19 per cent* from last year.
“Our new tourism campaigns will debut during AFL opening round, showcasing Brisbane’s world-class culinary scene, packed major events calendar and stunning natural wonders, inspiring our southern neighbours to book their next trip to Australia’s best city.
“Internationally, we continue to support new aviation routes to Brisbane from key markets, including China and North America, inviting visitors from around the world to enjoy the best of Brisbane.”
A range of Brisbane experiences, products and locations feature in the campaign:
- 5-star luxury hotel Crystalbrook Vincent and Stanley Restaurant at the city’s hottest waterside precinct Howard Smith Wharves
- Queensland Art Gallery’s Gallery l Gallery Modern Art (QAGOMA)
- Australia’s first vertical restaurant, Vertigo at Brisbane Powerhouse
- O’Reilly’s Rainforest Retreat in the heritage listed rainforests of the Scenic Rim
- Ocean View Estates winery in the majestic D’Aguilar Range of the Moreton Bay region
- Elite Helicopters offering a range of luxury day tours around the Brisbane region.
Brisbane Powerhouse CEO and Artistic Director Kate Gould and Brisbane tourism icon John Sharpe are the creative duo behind Vertigo; the Australian-first vertical restaurant serving hundreds of patrons since its opening in late 2023.
“Opening Australia’s first vertical restaurant, Vertigo offers a unique experience unlike anything else worldwide, blending elements of adventure tourism with the refinement of fine dining within a heritage site and of course, a thrilling new perspective of Brisbane.” Ms. Gould said.
"If you haven't experienced Brisbane recently, now is the perfect moment to explore everything this remarkable and ever-evolving city has to offer."
Stanley Restaurant Head Chef Louis Tikaram said the city’s culinary scene is going from strength to strength.
“The culinary scene in Brisbane is ablaze with creativity, innovation and passion, and I'm thrilled to be part of the dynamic evolution of the city’s vibrant food culture,” Mr Tikram said.
“It's incredibly exciting to witness and be part of the journey as Brisbane continues to redefine itself as a culinary destination, where diverse flavours, inventive concepts and exceptional dining experiences are coming together to captivate locals and visitors alike.”
Brisbane is riding on a wave of international accolades recently, including the only Australian city named among The New York Times’ 52 Places to Go in 2024 and Tangalooma Beach on Moreton Island/Mulgumpin named one of Lonely Planet’s World’s Best Beaches.
These global honours came hot on the heels of TIME Magazine including Brisbane among its World’s Greatest Places of 2023, Fortitude Valley’s Agnes Restaurant crowned Restaurant of the Year in 2023 by Gourmet Traveller, and The Calile Hotel named as the best hotel in Oceania in The World’s 50 Best Hotels awards.
To further entice visitors, Brisbane’s new $3.6billion entertainment and leisure destination, Queen’s Wharf Brisbane, is taking shape on the river’s edge, bolstering the city’s destination offering ahead of the 2032 Olympic and Paralympic Games. With four new luxury hotels, more than 50 restaurants and bars, luxury retail, public space and much more, the precinct is set to commence its staged opening from August 2024.
The campaign TVC will debut during the AFL opening round on Friday 8 March in partnership with Channel 7 and Fox Footy, amplified across BVOD, online video, digital and social media, and will be further upweighted in key interstate markets and Queensland through innovative out of home placements, content partnerships, earned media activity and through partnerships with Expedia, Travello, Trip Advisor and Virgin Australia.
For more information on Brisbane, or to book your next trip, visit https://visit.brisbane.qld.au/
This campaign was supported through Tourism and Events Queensland's Contestable Grants Program.
* Tourism Research Australia data for the year ending September 2023 here.
