An aerial image of the Storey Bridge, Howard Smith Wharves and the Brisbane river at sunset.
Destination Marketing

Tourism

Tourism marketing

As Brisbane’s Regional Tourism Organisation, BEDA drives out-of-region visitation through showcasing Brisbane's leisure offerings and major events through always-on destination marketing and strategic campaigns targeting key audience segments. Aligned to BEDA’s strategic goals, marketing activity aims to raise Brisbane’s global profile, drive sustainable economic growth and grow local business.

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Research

BEDA invests in audience segmentation research and domestic brand tracking to ensure campaign effectiveness and measure impact across brand health metrics. This research provides valuable travel industry insights into consumer behaviour and the competitive set, underpinning BEDA’s destination marketing strategy to build brand awareness, consideration and conversion.

 

International activity 

Brisbane is rightfully taking its place on the world stage, and BEDA’s international marketing activity aims to profile Brisbane globally and convert high-value audiences. This is achieved through media and public relations activity, airline and trade partnership marketing, trade events and missions, and familiarisations.

 

Enhanced Destination Marketing Program 

Since 2019, Brisbane Airport Corporation (BAC) and Brisbane Economic Development Agency have collaborated to execute the Enhanced Destination Marketing Program (EDMP). This program aims to bolster the aviation and tourism sectors by identifying key international priority markets and implementing initiatives to support incoming flight capacity to Brisbane and boost visitor numbers from these markets.  

 

Attracting Aviation Investment Fund 

BEDA is a proud contributor to the Attracting Aviation Investment Fund (AAIF), committed to supporting growth of service frequency, capacity and development of new international aviation routes into Brisbane. Since its inception, BEDA has supported the following routes: 

  • United Airlines | SFO (San Francisco International) – BNE 
  • Air Canada | YVR (Vancouver International) – BNE 
  • Qatar Airways | DOH (DOHA Hamad International) – BNE 
  • Emirates | DXB (Dubai International) – BNE 
  • China Southern Airlines | CAN (Guangzhou Baiyun International) – BNE 
  • China Eastern Airlines | PVG (Shanghai Pudong International) – BNE 
  • EVA Air | TPE (Taipei Taoyuan International) – BNE 

 

Always-on destination marketing 

BEDA’s activates an always-on destination marketing focus across the Visit Brisbane channels including social media, website and email. In FY24, the Visit Brisbane’s content reached a broad audience, achieving:

  • 4 million website views 
  • 400,000 industry leads 
  • 570,000 social media followers 
  • 25 million total social media reach 

This activity aims to attract domestic and international visitation and increase expenditure in the region through showcasing the best of the Brisbane, from natural landscapes and urban adventures to food and wine, major events and uniquely Brisbane accommodation and experiences. 

Brisbane 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 domestic campaigns, email and social media marketing and PR activity.

Brisbane operators are encouraged to share content via the Content & Event Submission Form for consideration across the Visit Brisbane ecosystem and PR opportunities. 

 

Consumer PR 

BEDA delivers always-on consumer PR activity to create earned media outcomes that elevate the Brisbane brand. Activity includes proactive editorial pitching, media relations and facilitation of media famils to ensure a consistent stream of earned media across leading national publications authentically profiling Brisbane as an in-demand travel destination. This activity is delivered in partnership with Aruga. Brisbane’s tourism industry can submit news and story ideas directly to the team by emailing [email protected].

 

Major events 

As a major driver for visitation, events are a key pillar promoted across Visit Brisbane owned, paid, and earned channels including domestic marketing campaigns, website, social media, email and PR activity.

BEDA’s Marketing Team works closely with Event Partners to drive out-of-region event attendance and increase visitor expenditure through leveraging partner channels for promotion of destination content including but not limited to; digital display, social media, email marketing and print advertising.

BEDA’s initiative MoreTix was created to further encourage an extended length of stay and visitor expenditure, integrating with multiple ticketing platforms to drive post-purchase audiences to tailored destination content on the Visit Brisbane website.

Major Events are also leveraged to bolster destination marketing efforts and brand share of voice, securing access to broadcast features and hero talent to profile Brisbane’s appeal as a major events destination for both consumers and event organisers.

 

Current Campaigns 

BEDA’s latest domestic tourism platform Brisbane Favours the Bold evolves the Brisbane leisure brand, challenging outdated perceptions to drive awareness and consideration of Brisbane’s diverse leisure appeal in key domestic markets.

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