New initiative to help tourists discover even more about Brisbane


Brisbane event organisers, venues, hotels and tourism operators will benefit from a new online initiative ‘MoreTix’, which will promote a huge range of curated Brisbane events and experiences to people booking tickets at five of Brisbane’s largest event venues – Brisbane Entertainment Centre, Suncorp Stadium, Queensland Performing Arts Centre, Brisbane Powerhouse and Brisbane Convention and Exhibition Centre.

MoreTix is the first initiative of Brisbane Economic Development Agency’s (BEDA) new Better Brisbane Alliance, which includes many of the city’s most influential figures. 

MoreTix will direct people buying a ticket to a local event to other activities occurring in Brisbane within a week of their planned visit. These offerings will be further customised based on the event purchased, from tailored suggestions for cultural or sporting events, to family-friendly events and activities. 

Catching a show at Brisbane Powerhouse for a family attending NRL Magic Round, or a day trip out to Tangalooma Island Resort for a Pink fan are just a couple of the potential outcomes from the break-through MoreTix collaboration. 

Brisbane events titan Harvey Lister, Chief Executive Officer of ASM Global and member of the Better Brisbane Alliance, has been the driving force behind MoreTix. 

“Brisbane is a city that attracts global superstars and major events from around the world, and this initiative will encourage visitors coming to Brisbane to see these events to extend their stay in our city” Mr Lister said.

“MoreTix is a dynamic marketing initiative that will leverage Brisbane’s hero event venues to share this huge spotlight with smaller venues, event organisers and tourism experiences - something they would currently only get through paid advertising.” 

Lord Mayor Adrian Schrinner said MoreTix was a massive breakthrough for Brisbane with huge potential to grow the city’s tourism sector and create jobs. 

“Brisbane just keeps getting better and the growing number of tourists from across Australia and the world excited about discovering our incredible city demonstrates this,” he said. 

“Brisbane has recently been named one of the top places in the world to visit in 2024 and is home to Australia’s best restaurant and hotel so our tourism success should come as no surprise. 

“Along with our incredible lifestyle and climate, Brisbane is now Australia’s sporting capital and has a growing range of world-class retail, restaurant, and tourism experiences. 

“MoreTix is a really exciting initiative with enormous potential to entice people already coming to Brisbane to stay longer and see more of what our city has to offer.” 

Deputy Premier Steven Miles said the initiative would ensure more visitors could experience more of the city’s tourism offerings.

“Brisbane is quickly becoming a world city in the lead up to the 2032 Games, and it’s initiatives like this that will ensure visitors to Queensland enjoy more of what Brisbane has to offer,” Mr Miles said.

“Our Queensland lifestyle is second to none. From getting up close to native animals with the family, to watching a show or a gig, I know people are going to want to see more and more of Brisbane, which is great for our economy.” 

BEDA Chief Executive Officer Anthony Ryan said the innovative program would support Brisbane’s local tourism and events industry.

“Attracting a diverse calendar of major events and maximising the flow on of economic benefits to local businesses such as hotels, tourism operators and event organisers, is a key priority as we prepare for Brisbane 2032,” Mr Ryan said.

“Through MoreTix, visitors to Brisbane will be enticed to stay longer in the city and explore more of our incredible tourism and events experiences, with the potential to supercharge Brisbane’s visitor economy and increase expenditure and economic outcomes for the whole region.” 

The Better Brisbane Alliance features Brisbane’s most influential figures from a wide range of industry sectors and was formed by BEDA to help fast-track the city’s pursuit of investment, business growth and tourism and events opportunities over the coming decade. 

“Brisbane is on an incredible trajectory. Part of this momentum is the genuinely collaborative nature of our commercial culture, with the adage that if ‘one of us succeeds, we all win,’” My Ryan said. 

“The Better Brisbane Alliance is about bringing together some of the city’s biggest champions to share business agendas, build mutual networks and open doors to make things happen.” 

BEDA is exploring further opportunities with ticketing providers and venues to increase the impact of the initiative.

Brisbane City