Alongside this, we’ve been working closely with our in-market representatives to pressure-test what we’re hearing and identify where the real opportunities sit for our industry in the year ahead.

While some of the briefings pre-date recent global shifts affecting international travel, there is still valuable insights into the longer-term travel trends shaping Brisbane’s visitor economy.

What we're seeing for Brisbane

Brisbane is in a strong position across our priority markets.

We’re seeing growing momentum around experience-led travel, major events and AI-driven trip planning – alongside increasing global interest in the Brisbane 2032 Olympic and Paralympic Games. That combination gives us a genuine platform to build from in the years to come.

But the shift is just as much about how people are booking as it is where they’re travelling.

More decisions are being made through social, Online Travel Agents and AI-assisted planning tools. For Brisbane operators, the opportunity is clear: be present where decisions are happening, and make it easy to book, prioritising clear, up-to-date information across all channels.

We’re continuing to focus on high-value travellers, but we’re also seeing strong growth in group, multi-generational and experience-led travel. That means experiences need to be:

• Easy to book
• Designed for sharing (both in-person and online)
• Distinctly Brisbane

Profiling Brisbane on the global stage is a key priority across both BEDA and TEQ. Looking ahead to FY27, TEQ’s key global distribution and marketing partnerships include Singapore Airlines, Trip.com, Expedia, Klook and Booking.com, creating direct pathways to market. Operators are encouraged to align with the International Partnership Calendar, updated quarterly on the TEQ website, to maximise exposure and conversion opportunities.

Market breakdown

North America is a key long-term growth market for Brisbane, supported by improving connectivity and the global spotlight building toward the Los Angeles 2028 Olympic and Paralympic Games.

While visitation has softened in parts of the market, we’re seeing encouraging signs around yield, with niche experiences resonating strongly – particularly early morning and sunrise experiences for Canadian travellers.

For Brisbane, the opportunity lies in leaning into premium, experience-led product that feels distinctly local and can’t be easily replicated – particularly small-group, bookable experiences that can be easily distributed via OTAs and trade partners.

To support this, BEDA – in partnership with Brisbane Airport – has engaged Advocate Travel Marketing to represent Brisbane across the USA and Canada, delivering PR, media, trade and partnership activity to build awareness and drive demand.

South East Asia is one of the strongest momentum markets for Brisbane right now, supported by increased aviation capacity – including the return of Malaysia Airlines’ Brisbane services – alongside strong digital planning behaviours and favourable exchange rates.

We’re seeing a clear shift toward Free Independent Traveller (FIT) bookings via OTAs and airline platforms, with planning heavily influenced by social and AI-driven discovery. At the same time, growth in incentive and MICE travel – alongside key trade moments like Australia Marketplace SEA in July 2026 – is creating multiple entry points into the market.

For Brisbane, the opportunity is to carve out a distinct position by leaning into food, wellness and nature-based experiences – and ensuring these are highly visible across social and OTA platforms where discovery is happening.

To support this, BEDA – in partnership with Brisbane Airport – has engaged Horus Development & Consulting to represent Brisbane across Singapore, Malaysia, Thailand, the Philippines, Indonesia and Vietnam, delivering PR, media, trade and partnership activity to drive awareness and conversion.

Greater China remains a highly digital, platform-led market, with social channels playing a central role in trip planning. While recovery is ongoing, air access continues to be a key enabler as the market rebuilds.

For Brisbane, the opportunity is to ensure your product is optimised for digital discovery and distribution – particularly across key platforms – so you are well positioned as demand returns at scale.

BEDA maintains an in-market presence, with a focus on the incentive segment alongside supporting leisure messaging as the market continues to recover.

India presents a fast-growing, high-value opportunity for Brisbane, with visitors typically incorporating the city as part of a broader Australian itinerary. The market is characterised by shorter booking windows, strong spend across retail, dining and premium experiences, and growing demand in both luxury travel and business events.

For Brisbane, the opportunity lies in increasing awareness and length of stay – positioning the region as a considered part of the journey, not an add-on, and working closely with trade to ensure Brisbane is included in bookable itineraries.

To support this, BEDA – in partnership with Brisbane Airport and Experience Gold Coast – has launched dedicated in-market representation, with Horus now extending into India through a New Delhi-based account manager driving trade, media and partnership activity.

New Zealand remains Brisbane’s largest inbound market, underpinned by strong aviation capacity and consistent demand.

While visitation is largely driven by Visiting Friends & Relatives (VFR), there is a clear opportunity to shift perception and grow Brisbane’s appeal as a holiday destination.

For operators, this means leaning into short-break itineraries, events and premium experiences – and packaging these in a way that is easy to book and promotes Brisbane as a standalone destination.

BEDA will partner with TEQ on an Escape content campaign in FY26 to drive incremental visitation, with continued growth from this market a key focus into FY27.

South Korea is showing growth across wellness, active travel and social-led experiences, with strong alignment to Brisbane’s outdoor lifestyle.

Segments such as running, sports-based travel and romance are gaining traction, presenting a clear opportunity for Brisbane.

The focus for operators is on packaging active, wellness and experience-led products in a way that is visually compelling, shareable and easy to discover through digital channels.

BEDA has partnered with TEQ on a HanaTour global hotel sales campaign in FY26, opening a new distribution channel for the Brisbane region.

Japan is showing early signs of renewed outbound confidence, particularly among younger travellers and school groups, with social media playing a growing role in trip planning.

While visitation has been slower to return, the long-term opportunity remains strong.

For Brisbane, the opportunity is to focus on simple, well-structured itineraries and bookable group-friendly experiences that align to shorter booking windows and can be easily accessed through trade and education channels.

UK and Europe continue to present strong upside through event-led travel, with traditional agents still playing a key role alongside evolving digital planning behaviours.

Recent visitation driven by major events such as the British & Irish Lions tour and the Ashes highlights the strength of this market when anchored to global moments.

Looking ahead to the Rugby World Cup 2027, Brisbane has a significant opportunity to capture and extend visitation – encouraging longer stays and building itineraries around major event periods.

In FY26, BEDA is partnering with TEQ on a Hayes Travel campaign to maintain visibility and drive conversion in this market.

So, what does this mean for Brisbane operators?

Across all markets, a few themes keep coming through:

• Be easy to find and easy to book
• Lean into experiences – not just products
• Use digital (and increasingly AI) to your advantage
• Think about how major events can drive your business
• Work with trade and partners to extend stays, not just attract visits

Brisbane’s global momentum is building. The opportunity now is to make sure we’re set up to convert it.

If this has sparked an idea and you want to chat, you can get in touch with us here.  You can also watch the recordings of each of the Global Market Briefings here.