The Queen’s Wharf precinct in Brisbane has been attracting a growing calendar of events since its official opening in 4Q2024, with over 150 already confirmed for this year at The Star Brisbane’s Event Centre.
Daniel Finch, CEO of The Star Brisbane, told TTGmice that the 2,000m2 ballroom – which can be split into five separate rooms – has hosted diverse events ranging from product launches to tradeshows since its opening.
“We are also seeing conference organisers take advantage of the wider precinct to elevate delegates’ experience, whether it’s winding down with cocktails and live music at LiveWire, or providing the ultimate Brisbane welcome with sunset drinks at Sky Deck – 100 metres above the river,” he said.
Over the past year, visitors spent a record A$10.7 billion (US$6.7 billion) in Brisbane, with more than 50 million nights spent in the city.
“The city’s visitor numbers are growing faster than both Australia and Queensland overall, and we’ve seen record numbers from international markets like Canada, the US, Indonesia, South Korea and New Zealand,” Finch shared.
This is attributed to the strong comeback of direct flights from these major markets.
He elaborated: “One of the biggest wins has been the launch of new direct flights from Seoul, leading to a massive 44 per cent jump in South Korean visitors.
“American Airlines’ new non-stop service from Dallas-Fort Worth to Brisbane – a fantastic partnership with Qantas – has also taken off. Given that Dallas-Fort Worth is American Airlines’ largest hub with connections to over 200 destinations across the US, it’s no surprise this route has contributed to record visitors from North America.”
Moving forward, securing more direct international routes will be a key focus for Brisbane Airport and industry stakeholders, as the 2032 Olympic and Paralympic Games looms closer.
“As Brisbane gears up for the 2032 Olympics, every new direct route is a win – not just for tourism, but for small business, events and continued investment across Queensland,” said Finch.
A surge in visitors from Melbourne and Sydney is driving a boom in domestic tourism, contributing to a 20 per cent year-on-year rise in domestic business travel over the past year.
“In the past, corporate travellers would typically head coastal for a post-conference holiday, but business travellers are now staying longer in Brisbane to experience all that the city has to offer,” noted Finch.
When asked about the partnership with the Brisbane Convention & Exhibition Centre, Finch said that they are seeing “fantastic momentum.”
“Brisbane is taking a city-wide approach to attracting major international conferences, and our partnership with BCEC is a key part of that strategy. These large-scale events are years in the making, and the work we’re doing now will see Brisbane reap the benefits well into the future,” he elaborated.
Other city-wide infrastructure that has improved accessibility include the opening of the Brisbane Metro, new pedestrian and cycling bridges, such as the Neville Bonner and Kangaroo Point Green Bridges, and upgrades at the Brisbane Airport.
