Industry experts say the Queensland capital’s packed calendar of corporate events and a maturing hospitality sector drives business travellers to stay, explore and visit Brisbane beyond the boardroom, helping contribute to a record-breaking annual visitor spend of $10.7 billion.

With the Brisbane 2032 Olympic and Paralympic Games on the horizon, the city is on track to become Australia’s number one ‘bleisure’ travel destination, combining enticing business and leisure offerings.

The latest data from Tourism Research Australia showed business travel in Brisbane rose 20.5 per cent in the 12 months to June 2024. Meanwhile, business visitation to Queensland grew by 7.9 per cent, outpacing NSW (up 5.9 per cent), Victoria (up 0.8 per cent), and the national average (up 5.4 per cent) during the same period.

The city has also seen a surge in weekday hotel booking numbers in Brisbane with STR data revealing average occupancy rates for the 12 months to June 2024 soared to 77 per cent.

Brisbane Economic Development Agency General Manager Tourism, Business & Major Events Lorelle Chittick said year-on-year growth marked a decisive shift in Brisbane’s business travel landscape.

“Brisbane’s global reputation as a place to live, visit and do business continues to strengthen, with business travel reaching its highest levels since COVID-19,” Ms Chittick said.

“Brisbane is a world leader in science, health, technology, agriculture and energy which also makes our city an attractive destination for the brightest minds in the world to come together for global conferences.

“The city’s culinary scene is also booming, with a huge choice of venues, including the newly opened Naldham House and renowned Walter’s Steakhouse and Wine Bar, offering private dining and premium corporate hospitality that appeals to business travellers and continues to fuel the city’s growing appeal to corporates.

“As we prepare for the Brisbane 2032 Olympic and Paralympic Games, Brisbane has an unprecedented opportunity to showcase its appeal on the world stage. Brisbane Economic Development Agency will continue to leverage the city’s industry strengths and lifestyle offering, to gain even more momentum in corporate travel.”

Brisbane Convention & Exhibition Centre (BCEC) has played a starring role in the growth of business events, with the 2023/24 financial year seeing BCEC deliver its second-best result in the venue’s 30-year history amid skyrocketing revenue growth across several sectors.

Kym Guesdon, General Manager of the ASM Global managed BCEC, said the Centre had witnessed a substantial rise in client spending and buoyancy of conference sponsorship levels off the back of the Centre’s targeted growth strategy aimed at escalating the progress of Brisbane’s business events sector.

“A determined focus leading up to the Brisbane 2032 Olympic and Paralympic Games will be a key accelerator for future achievements in this regard,” Ms Guesdon said.

“It is great to see these attendance levels continuing to strengthen beyond pre-COVID levels.”

Queensland Hotels Association CEO Bernie Hogan said the Queensland capital was on the brink of becoming a national leader for corporate travel with growth across the sector set to swell further.

 "In the past, corporate travellers would typically head north or south for a holiday post conference," he said.

“But business travellers are now staying longer and experiencing more. That’s underpinned by flexible work arrangements, a growing sophisticated mix of accommodation options and our ability to tap into the power of both corporate and large-scale events to bolster business tourism.”

Mr Hogan said key sporting events such as the NRL Magic Round, international concerts such as P!nk and corporate conferences have successfully driven corporate visitor rates, with the ‘bleisure’ travel trend unlocking more opportunities for the city.

“Businesses see the value in personal connections. They know that the most important conversations happen on the walk back to the lift after a meeting. You can’t get that over Zoom. And with our climate and flourishing hotel and restaurant sector, we’re the natural choice for corporates.

“We now have a hotel (The Calile) ranked in the top 25 worldwide and other local properties competing and trying to build on that.  That alone is a testament to the city’s growing sophistication.”

To stay up to date with Brisbane’s business events boom, visit: https://choose.brisbane.qld.au/events/business-events