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.
The Visitor Economy 2031 Vision for the Brisbane Region targets visiting friends and relatives, holidaymakers, students, major event and business travellers.
Lord Mayor Adrian Schrinner said the Visitor Economy 2031 Vision, developed by Brisbane’s economic development board Brisbane Marketing, in collaboration between industry, regional tourism partners and all levels of government, would help unlock the potential of the region.
“Brisbane is transforming through AUD$12bn (US$8.26bn) worth of new developments including Brisbane’s new runway, International Cruise Ship Terminal and Queen’s Wharf Brisbane,” he said, adding there is potential to secure an additional AUD$6.5bn a year in visitor expenditure and to support 50,000 new jobs.
“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 and encourage visitors to explore the entire region, using Brisbane as a base to explore Australia.
Cr Schrinner said initiatives underway included:
- A AUD$10m 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.
- The recently announced Lord Mayor’s Experience Development Incentive Grant Programme that supports local businesses to offer more exceptional experiences to enhance Brisbane’s appeal as a destination of choice.
- Brisbane City Council’s River Access Network that has opened-up opportunities for new commissionable tourism products, similar to Sealink and the Quandamooka Yoolooburrabee Aboriginal Corporation’s (QYAC) newly launched Yalingbila whale watching tour.
Brisbane Airport Corporation Chief Executive Officer Gert-Jan De Graaff says 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”.
Latest tourism figures show record numbers of domestic and international visitors from places like Sydney, Melbourne, China and the USA.
Forecasts from the Visitor Economy 2031 Vision show the combined value of international and domestic overnight visitors will contribute nearly 90% of total visitor spend and visitors will come from regional markets, interstate capital cities and Brisbane’s top six international markets including China, India, North America, Korea, Japan and the UK.