A 12-year vision for Brisbane's tourism industry has been delivered by more than 500 operators, investors, industry, local councils, and government partners hoping to encourage visitors to stay longer and spend more in the region.

The Visitor Economy 2031 Vision for the Brisbane Region targets visiting friends and relatives, holidaymakers, students, major event and business travellers.

Lord Mayor Adrian Schrinner said the Visitor Economy 2031 Vision, developed in collaboration with Brisbane’s economic development board Brisbane Marketing, would help unlock the potential of the Brisbane region. “Brisbane is transforming through $12 billion worth of new developments including Brisbane’s new runway, International Cruise Ship Terminal and Queen’s Wharf Brisbane,” he said.

“Along with our region’s beautiful climate, welcoming nature and global connectedness, there is potential to secure an additional $6.5bn a year in visitor expenditure and support 50,000 new jobs."

Lord Mayor Adrian Schrinner

“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, and encourage visitors to explore the entire Brisbane region, using Brisbane as a base to explore Australia.

Some of the initiatives underway include:

  • A $10 million cooperative marketing program in collaboration with Brisbane Marketing, Brisbane Airport Corporation, and the State Government targeting North America and ASEAN markets where there are direct flights to 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 exception experiences to enhance Brisbane's appeal as a destination of choice.
  • Brisbane City Council's River Acces 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.