Memphis Tourism, in partnership with United Airlines and Globus Family of Brands, has announced that its annual blues-inspired trade events are back this May, giving Aussie travel partners the chance to experience the Memphis soul.
The Memphis talent for this year’s trade showcase, the Grammy Award-winning bassist MonoNeon, will be flown in from the home of Blues, Soul & Rock’n’Roll and perform not only as the headliner at these key trade events but also the 25th edition of Blues on Broadbeach on 16 May.
The Memphis Tourism trade events will take place at Mary’s Underground in Sydney on the 12 May, The Toff in Melbourne on 14 May, and a smaller VIP event at the NEW “Memphis Blues & Soul Bar” located in the Blues on Broadbeach Festival Precinct on the 16th of May. The three-city trade roadshow has been designed to immerse travel partners in the culture, energy and musical legacy of the city, to inspire deeper engagement with Memphis as a must-visit US destination.
One of Memphis’ greatest bass players, MonoNeon brings exceptional artistic credibility and global recognition and is no stranger to playing in Australia, performing at the Melbourne Jazz Fest in 2022, and in June 2025 as part of his “I Want Snacks & Gifts” tour.
He’s known as being one of the last people to work with Prince and has worked with an extraordinary roster of artists including Eric Gales, Mavis Staples, George Clinton, Nas, Ne-Yo, Mac Miller and Christone “Kingfish” Ingram to name a few. He was also endorsed by Flea, from Red Hot Chili Peppers, as “the greatest electric bass player”. MonoNeon has also collaborated with Fender Guitars on a signature instrument line, and for this year’s festival, MonoNeon is giving away a specially designed guitar worth $3,000 to a lucky festival attendee.
MonoNeon’s involvement in the 2026 Memphis showcase underscores Memphis Tourism’s commitment to delivering a culturally rich, authentic experience that resonates with Australian audiences, while strengthening awareness of Memphis as a vibrant, music-led destination. The tourism board’s long-standing partnership with Blues on Broadbeach has seen some of the city’s most talented musicians make their way to Australia to entertain and inspire, and the 2026 campaign featuring MonoNeon will be a memorable one.
“Along with our exceptional partners United Airlines and Globus, we are thrilled to bring the energy, culture and soul of Memphis to Australia once again,” Memphis Tourism Australia & New Zealand director Chris Ingram said.
“These shows are all about giving our travel partners an authentic taste of our music and heritage, while highlighting Memphis as a vibrant destination beyond the usual US getaways. With MonoNeon as our music ambassador, we are confident that these events will inspire and excite our Australian travel partners.”
Event details
Sydney — Tuesday 12 May 6 to 8:30pm; Mary’s Underground, Circular Quay.
Sign up here
Melbourne — Thursday 14 May 6-8.30pm; The Toff, Curtin House.
Sign up here
The 25th Blues of Broadbeach Festival will take place between 14 and 17 May 2026 on the Gold Coast.
