The City is a designated Benefitted Area in the Brisbane CBD, established by Brisbane City Council in 1982. Its boundaries are defined by the Brisbane River, Turbot Street, Wharf Street, and Alice Street.
For locals and visitors, The City is a dynamic hub filled with places to shop, dine, stay, and play. At the heart of it all is Queen Street Mall, where rich heritage and modern retail collide to create an unbeatable open-air promenade, nestled among an army of skyscrapers.
BEDA positions The City as the first-choice destination to shop, dine, play and stay through always-on marketing initiatives, campaigns and activations year-round. The City’s marketing activity targets a local audience to support local business and increase awareness of the precinct including Queen Street Mall, to drive visitation and spend.
Key marketing campaigns and activations include:
Dine BNE City- Brisbane’s premier dining program, delivered annually in the month of June. Dine BNE City showcases Brisbane City’s hospitality scene, encouraging locals to dine out and discover the best restaurants and bars in The City.
Christmas in Brisbane- annual Christmas program across The City and surrounding precincts. The curated program provides a series of unique and vibrant Christmas events, activating the precinct for both visitors and locals to enjoy throughout the festive season.
Local destination campaigns– The City runs campaigns throughout the year to position The City as a first-choice destination to shop, dine, play and stay, aligning with key retail periods to drive visitation and spend to the precinct.
BEDA’s always-on destination marketing across the Brisbane City channels, including social media, website and email marketing, aims to attract local visitation and increase spend to the precinct by showcasing the best of The City. From its unique shopping destinations and diverse dining scene to a year-round calendar of events and activations including Dine BNE City and Christmas in Brisbane.
The City’s tourism products, events and operator deals are promoted across the Visit Brisbane website, directly integrated from the Australian Tourism Data Warehouse (ATDW). ATDW listings are further amplified throughout BEDA’s campaigns, email and social media marketing.
Brisbane operators are encouraged to share content via the Content & Event Submission Form for consideration across the Brisbane City ecosystem.
BEDA creates and curates dynamic experiences in public spaces to enhance The City, fostering vibrant public life and reinforcing The City’s brand. The year-round program of activities supports The City’s trade and contributes to Brisbane's economic vitality. This is achieved in collaboration with local businesses, event producers, community groups, major event partners, and stakeholders across Brisbane to drive growth and create engaging experiences for both locals and visitors alike.
BEDA proudly runs a range of signature programs designed to bring The City to life and create memorable experiences for all. These initiatives include:
Christmas in Brisbane– A festive celebration that transforms The City into a holiday wonderland, with events, lighting displays, and activities that bring joy to locals and visitors alike.
City Sounds– A platform for emerging local talent, City Sounds showcases free live performances across The City, providing a stage for up-and-coming musicians and enriching The City's cultural landscape.
Latin Friday Nights – A celebration of Latin culture with music, dance, and food in The City, bringing a vibrant, energetic atmosphere every Friday night and encouraging both locals and visitors to experience the best of Latin American traditions.
Through these and other programs, BEDA fosters community engagement, supports local talent, and drives foot traffic to The City, contributing to Brisbane’s ongoing economic and cultural vitality.
Christmas in Brisbane is the annual Christmas program across The City. The curated program provides a series of unique and vibrant events, activating the precinct for both visitors and locals to enjoy throughout the festive season.
BEDA’s City Centre campaign, Spring into The City, was launched in September 2024, to position The City as a first-choice destination to shop, dine and play.
