Fifteen local tourism operators are set to ride the wave of Brisbane’s booming cruise industry, as part of a new program designed to boost business growth and enhance visitor experiences across the region.
Starting next week, Brisbane Economic Development Agency’s (BEDA) inaugural Cruise Tourism Trade Ready Program will help businesses across the tourism, retail, and hospitality sector to increase sales and navigate the opportunities of Brisbane’s $1.5 billion cruise industry.
The eight-week program will provide operators with the knowledge and industry networks to develop and market new experiences and itineraries to cruise passengers, increasing shore excursions and pre- and post-cruise stays in the city.
Brisbane Lord Mayor Adrian Schrinner said the Cruise Tourism Trade Ready Program would help local businesses tap into the tourism market.
“Our tourism operators are a key reason why Brisbane is capturing global attention as one of the best places in the world to visit, so we’re thrilled to be able to give back to them.
“Brisbane has so much to see and do, and there’s a huge opportunity to create more pathways to connect cruise passengers with those experiences.
“The cruise-ready program will teach local businesses critical skills to promote our incredible lifestyle to the cruising world, while driving economic growth.”
According to the latest economic impact assessment of cruise tourism in Australia, prepared by the AEC Group on behalf of CLIA and the ACA, Brisbane is now Australia's second-largest cruise port and in the 2023/24 season alone, 196 ships arrived in Brisbane, bringing 979,628 passengers for a cruise holiday.
Australia Cruise Association Chief Executive Officer, Jill Abel said: “Brisbane has become a key destination and turnaround port for Australian and international cruise itineraries, enhancing opportunities for global visitors to arrive in Australia by sea and supporting the fly/cruise market.
“The development of world-class port facilities is also boosting the domestic cruise sector, expanding itineraries across Queensland and the South Pacific. The Cruise Tourism Trade Ready Program will equip shore-side attractions with essential tools to thrive in this growing market and help drive an increase in transit calls to Brisbane."
As Brisbane’s Regional Tourism Organisation, BEDA plays a crucial role in strengthening the capacity and capability of local tourism businesses. Following severe weather caused by ex-Tropical Cyclone Alfred, BEDA is focused on driving economic growth by revitalising the region’s tourism offerings and maximising new opportunities for industry expansion.
The 2025 Cruise Tourism Trade Ready Program will run from April to May 2025 in collaboration with program facilitators Tonic Tourism Solutions.
For more information on BEDA’s Tourism Training opportunities visit the BEDA website.
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