Brisbane is building on soaring demand for the region as one of Australia’s most exciting destinations with the next evolution of its ”Brisbane Favours the Bold’‘ tourism campaign.
The region welcomed 9.6 million domestic travellers and recorded $13.4 billion in domestic visitor spend in 2025. This influx was fuelled by its growing offering of major events, world-class dining, cultural moments, signature city experiences, and the region’s diverse nature experiences from scenic hinterland drives through to island escapes.
Building on the strong momentum of the original campaign, this third iteration invites travellers to step directly into Brisbane’s energy, placing them at the heart of the city’s experiences.
“Brisbane’s reputation as Australia’s lifestyle capital continues to soar as more Australians discover our incredible tourism experiences, major events and vibrant precincts,” Brisbane Lord Mayor Adrian Schrinner said.
“While recent global events might have dampened people’s holiday plans, it’s a great time for Aussies to experience Brisbane’s incredible lifestyle.
“Growing the visitor economy is a priority for our city, with every visitor supporting local jobs and the businesses that create more to see and do in our city.”
Brisbane Favours the Bold campaign
The campaign is part of BEDA’s broader strategy to strengthen Brisbane’s position as a leading Australian leisure destination and attract visitors during off-peak travel periods.
Designed to shift perceptions in key domestic markets, the campaign targets high-value travel audiences. The campaign rolls out nationally across digital, social and content platforms, ensuring Brisbane maintains a strong and consistent presence with domestic leisure audiences throughout the year.
Uniquely Brisbane experiences feature throughout the creative, highlighting the city’s evolving cultural scene and reinforcing its reputation as one of Australia’s most exciting urban destinations. Featured experiences in the campaign include:
- South Bank’s cultural heart with Queensland Performing Arts Centre (QPAC) including the newly unveiled Glasshouse Theatre.
- Howard Smith Wharves’ Felons Barrel Hall, showcasing Brisbane’s riverside dining and craft brewing culture.
- Scenic Rim’s lush hinterland waterfalls offering immersive nature escapes within easy reach of the city.
- Brisbane Oyster Tours on Moreton Bay delivering an interactive coastal experience celebrating Queensland seafood.
- The city’s beloved MELT Festival celebrating LGBTQIA+ arts and culture.
- Fish Lane, a vibrant Brisbane laneway filled with street art, bars and restaurants including the popular Southside restaurant.
- Spicers Hidden Vale in Ipswich, where luxury country retreats meet open landscapes just beyond the city.
The brand campaign is supported by major partnerships with Expedia Group and Booking.com. It ensures consumers can move seamlessly from inspiration to planning and booking.
These partnerships tap into high‑intent travel audiences, extending industry reach and supporting meaningful outcomes for accommodation providers, tours and attractions across the greater Brisbane region.
“Brisbane Favours the Bold was designed as a long-term brand platform and this next chapter allows us to keep building momentum while elevating how we tell the city’s story,” BEDA general manager destination, marketing & brand Callum Wood said.
“Brisbane is a city that invites travellers to dive in and experience its bold cultural energy firsthand. From major events to vibrant food precincts and tropical laneways, every corner of the city offers something uniquely Brisbane.”
