Brisbane unveils 2031 vision for the tourism industry
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More than 500 operators, investors, industry, local councils and government partners have joined forces to deliver a bold 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, as well as 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 with industry and regional tourism partners as well as all levels of government, would help unlock the potential of the Brisbane region.
“Brisbane is transforming through A$12 billion (US$8.3 billion) worth of new developments, including Brisbane’s new runway, International Cruise Ship Terminal and Queen’s Wharf Brisbane,” he said, adding that “there is potential to secure an additional A$6.5 billion a year in visitor expenditure and 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, encourage brand awareness and global advocacy, as well as encourage visitors to explore the entire Brisbane region and use Brisbane as a base to explore the rest of Australia.
Schrinner said work had already started to build a globally recognised brand for the region and unearth new experiences. Some of the initiatives underway include:
A A$10 million cooperative marketing program in collaboration with Brisbane Marketing, Brisbane Airport Corporation and the State Government targeting North America and South-east Asian 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 recently announced Lord Mayor’s Experience Development Incentive Grant Program 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.
“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’s CEO Gert-Jan De Graaff said the city 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.
Momentum for Brisbane is already building with the latest tourism figures showing record numbers of domestic and international visitors from places like Sydney, Melbourne, China and the US.
Forecasts from the Visitor Economy 2031 Vision show the combined value of international and domestic overnight visitors to Brisbane will contribute nearly 90 per cent 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, South Korea, Japan and the UK.