Brisbane drives visitor economy recovery with bold tourism campaign
Brisbane’s visitor economy is set to receive a major boost, with a bold new destination campaign and recovery support unveiled today to help local businesses bounce back after Cyclone Alfred.
The campaign, launched by Brisbane Economic Development Agency and supported by the Queensland Government, will showcase some of the city's most iconic operators and experiences to drive visitation and help local businesses recover from cancellations and disruptions that have cost them more than $68 million to date.
The Brisbane Favours the Bold campaign, which will target travellers across Australia and New Zealand, also features notable Brisbane locals, including comedian Christian Hull, Traditional Custodian and Djawun Tours operator Jason Murphy, and renowned chef Benny Lam. The campaign will be further bolstered through partnerships with Virgin Australia, Expedia Group and TripAdvisor, to drive bookings to help businesses recover faster.
Lord Mayor Adrian Schrinner said the campaign would play a vital role in attracting visitors and supporting local businesses when they need it most.
“Vibrant precincts, world-class dining and blockbuster events have helped shape Brisbane’s reputation as Australia’s lifestyle capital.
“As Tropical Cyclone Alfred approached our city, many Brisbane businesses closed their doors to help keep their staff and their customers safe but this came at a cost.
“Brisbane businesses don’t just provide more for people to see and do in our city, they provide jobs and help local residents put food on their table.
“That’s why we’re moving quickly to help Brisbane bounce back from ex-Tropical Cyclone Alfred as quickly as possible.
“This campaign will continue to support local operators by highlighting the people and places that make Brisbane one of the best places in the world to live and visit.”
The experiences featured in the campaign include:
- The award-winning 5-star Emporium Hotel South Bank
- Benny Lam’s Hong Kong-inspired restaurant and basement dumpling bar, Central
- Iconic dining and entertainment precinct Howard Smith Wharves and Felons Brewing Co.’s one-of-a-kind Beer Yoga
- First Nations immersive experience Djawun Tours in Moreton Bay.
- Riverlife’s rock climbing adventures along the Kangaroo Point Cliffs
- Brisbane’s exclusive sporting showdown NRL Magic Round
Minister for the Environment and Tourism and Minister for Science and Innovation, Andrew Powell said, “The Crisafulli Government wants visitors – whether from interstate or overseas – to know that Brisbane is open for business.”
“Our tourism and hospitality operators are resilient, and they’re ready to welcome you back with open arms.”
“That’s why we’re supporting this campaign to urge people to visit our great state capital.”
Brisbane Economic Development Agency CEO Anthony Ryan said the campaign would drive visitation across the entire Brisbane region which had also been impacted by Cyclone Alfred including Moreton Bay, Redlands Coast, Scenic Rim, Ipswich and Logan.
“The effects of Cyclone Alfred have been deeply felt across our tourism and events industry, and this campaign is part of our determined effort to support local operators, rebuild momentum and drive strong visitor demand across the entire region.
“Collaboration is the driving force behind everything we do, and this campaign is a powerful example of the region-wide partnerships we are leading to support recovery and accelerate growth in our visitor economy.
“Brisbane is a city that is bursting with energy – with exclusive major events, world-class restaurants, incredible nature and wildlife, and an unbeatable outdoor lifestyle.
“We’re thrilled to launch this campaign and continue breaking visitor records in 2025, as Brisbane continues to rise as a global destination of choice.”
Benny Lam, the culinary mind behind the subterranean Central, shares his passion for reimagining traditional Hong Kong Cuisine in a city that’s among Australia’s most exciting food destinations.
“Brisbane’s restaurant scene has undergone a remarkable transformation with a growing appetite for bold, high-energy dining experiences at its heart,” Mr Lam said.
“At Central, we’re bringing the energy and atmosphere of Hong Kong’s electric food culture – traditional techniques, elevated by bold global influence – with a bustling late-night atmosphere feeding into the city’s culinary buzz.
“Brisbane has always been home to great produce and passionate, innovative chefs; now it’s a destination for food lovers. I’m incredibly proud to be a part of that. There’s a confidence in our food culture that’s making the city one of the most exciting places to cook.”
At Howard Smith Wharves, Felons Brewing Co. continues to capture Brisbane’s charming laid-back spirit with its unique and iconic Beer Yoga, featured in the campaign as the ultimate riverside wind-down.
Howard Smith Wharves CEO Luke Fraser said the precinct was bouncing back after being impacted by closures.
"We know that Cyclone Alfred has been challenging for our whole community and our thoughts remain with those affected,” Mr Fraser said.
"We're incredibly fortunate that the cyclone was downgraded, sparing Brisbane from the worst of it. While many businesses weren't physically damaged, they still had to close on what are typically their busiest trading days.
"Hospitality businesses are a vital part of our community and now is a great time to get out and support your local favourites.
"We want to thank our local community for coming down and supporting Howard Smith Wharves as we look to get back to business-as-usual.
“Brisbane is the greatest city in the world. Let’s get everyone back enjoying our world-class food, drink, and entertainment.”
Howard Smith Wharves Co-founder Adam Flaskas has long championed Brisbane’s distinctive blend of adventure and lifestyle, and said the one-of-a-kind experience brings together movement, mindfulness and an ice-cold brew.
“Felons Yoga is all about celebrating Brisbane’s relaxed approach to living the good life,” Mr Flaskas said.
“It’s a chance to stretch, breathe, and enjoy a great beer with mates – all while soaking up the iconic Brisbane sunshine and one of the best views in the city. It’s such a great example of how our city is championing new ways to connect and unwind.”
Launching today, the campaign will target Australian and New Zealand audiences across catch up TV, out of home, cinema, online video, PR, digital and social media.
For more information on Brisbane or to plan your next trip, head to visit.brisbane.qld.au.
View Brisbane Favours The Bold assets here.
