More than 500 operators, investors, industry, local councils and government partners have joined forces to deliver a new 12-year vision to encourage visitors to stay longer and spend more in the Brisbane region.
Major event and business travellers and among the groups targeted in the Visitor Economy 2031 Vision for the Brisbane Region.
The initiative has been developed by Brisbane’s economic development board Brisbane Marketing.
Lord Mayor Adrian Schrinner said there was potential to secure an additional $6.5 billion a year in visitor expenditure.
“Brisbane is transforming through $12 billion worth of new developments including Brisbane’s new runway, International Cruise Ship Terminal and Queen’s Wharf Brisbane,” he said.
“In Brisbane, we know there is more to see and do in our region than ever before, but now we need to work together to create a globally recognised Brisbane brand and remarkable experiences to give visitors even more reason to stay and spend in our region.”
The Visitor Economy 2031 Vision aims to build experiences in Brisbane, encourage brand awareness and global advocacy and encourage visitors to explore the entire Brisbane region – using Brisbane as a base to explore Australia.
Some of the initiatives already underway included:
A $10 million cooperative marketing program in collaboration with Brisbane Marketing, Brisbane Airport Corporation and the State Government targeting North America and ASEAN markets where there are direct flights into Brisbane; an industry-owned and shared Brisbane narrative, that captures the elements and examples that make Brisbane the region of choice for a growing number of domestic and international visitors; the Lord Mayor’s Experience Development Incentive Grant Program; and Brisbane City Council’s River Access Network that has opened-up opportunities for new commissionable tourism products.
“This Vision is a great example of collaboration, but our ambitions for the Brisbane region over the next 12 years will only be realised through a true partnership approach where all stakeholders continue to come to the table,” Schrinner said.
Brisbane Airport Corporation CEO Gert-Jan De Graaff said Brisbane was in a unique position to attract more visitors and entice them to stay longer.
“Brisbane is entering an era of extraordinary opportunity and Brisbane’s new runway is a catalytic investment that will enable significant growth in international visitors for decades to come,” he said.
Forecasts from the Visitor Economy 2031 Vision show the combined value of international and domestic overnight visitors will contribute nearly 90 per cent of total visitor spend and visitors will come from regional markets, interstate capital cities and our top six international markets including China, India, North America, Korea, Japan and the UK.