MoreTix marks successful first year boosting Brisbane's visitor economy
A tourism initiative encouraging visitors attending major Brisbane events to extend their stay in the city has introduced over 56,000 ticket-buyers to local events, hotels, and experiences in its first year.
MoreTix, an initiative of the Brisbane Economic Development Agency and its cross-industry collaboration group, the Better Brisbane Alliance, was launched one year ago to boost the city’s $10.7 billion visitor economy.
The dynamic marketing platform guides ticket buyers at major venues like the Brisbane Entertainment Centre, Suncorp Stadium, and Brisbane Convention and Exhibition Centre to discover additional activities happening in the city during their visit.
Over 1,400 ticket buyers using the platform went on to book additional experiences in the city, with top attractions including the highly anticipated Bluey’s World, a stay at the W Brisbane, and tickets for the upcoming Brisbane International tennis.
Lord Mayor Adrian Schrinner said MoreTix had huge potential to grow the city’s tourism sector and create jobs.
“Brisbane is Australia’s lifestyle capital and continues to capture global attention as one of the best places in the world to visit,” Cr Schrinner said.
“As one of the top 25 sporting cities in the world, and home to a packed calendar of cultural events and sporting showdowns, MoreTix has huge potential to boost the city’s burgeoning visitor economy.
“With vibrant entertainment precincts, like Howard Smith Wharves and James Street, and incredible nature and tourism experiences on our doorstep, there is so much to soak up in Brisbane. By encouraging visitors to extend their stay in the city, we’re supporting local jobs and businesses.”
Brisbane events titan Harvey Lister, CEO of ASM Global and member of the Better Brisbane Alliance, credited with facilitating the MoreTix partnership with ticket providers said the initiative was making an impact.
“It’s no secret that major events attract millions of people to Brisbane ever year,” Mr Lister said.
“Their impact goes well beyond the venue, creating a vibrant city and delivering economic benefits to businesses across the hospitality, accommodation and tourism sectors in the region. I look forward to watching MoreTix continue to grow.”
Brisbane Economic Development Agency CEO Anthony Ryan said MoreTix was a result of the city’s collaborative business culture.
“Economic development is a team sport, and BEDA is proud to have spearheaded collaboration across the city over the past few years,” Mr Ryan said.
“MoreTix is a great example of the city’s collaborative business culture and willingness to coordinate efforts and resources, which will be vital in the lead up to the Brisbane 2032 Olympic and Paralympic Games.
“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 for BEDA.”
BEDA is exploring further opportunities with ticketing providers and venues to increase the impact of the initiative.
MoreTix Facts
- 56,547 engaged sessions, leading to 1,442 book now conversions
- 2.5% conversion rate
- 37.8% visitors from outside of Brisbane region
Top experiences
- Bluey’s World – Hamilton Northshore
- W Brisbane – Brisbane City
- Brisbane International – Queensland Tennis Centre
- Bluey’s Big Play – QPAC
- Wicked the Musical - QPAC
- Monster Truck Mania – Brisbane Entertainment Centre
- Storytime Ballet: Cinderella – Brisbane Powerhouse
- Broncos v Dolphins – Suncorp Stadium
- Brisbane Fashion Festival – Various venues
- British & Irish Lions vs QLD Reds – Suncorp Stadium
