Brisbane Tourism all set to launch 2031 Master Plan

Published on : Sunday, September 15, 2019

Setting up a “globally recognised” brand for Brisbane and position its wider tourism sector has been outlined by a committee of more than 500 representatives all set to encourage visitors to stay longer and spend more in the city.


Comprising tourism operators, investors, industry advocacy bodies, local councils and government partners, the ‘Visitor Economy 2031 Vision for the Brisbane Region’ plan is an all-inclusive approach specifically designed to attract greater numbers of holidaymakers, students, business travellers, major events and those visiting friends and relatives.


The main aim behind the brand development exercise will include the ideation and implementation of a city-wide story which seizes the spirit of Brisbane and can be shared worldwide. This would be supported by about $10 million cooperative marketing programs, aiming on North America and ASEAN countries which provide direct flight services into Brisbane. The Queensland Government, Brisbane Airport and Brisbane Marketing have all signed on to cooperate in the strategy.


Forecasts from tourism modeling demonstrates almost 90 per cent of total visitor spend and visitor numbers will arrive from regional intrastate markets, interstate capital cities and Queensland’s top six international source markets – China, India, North America, Korea, Japan and the UK.


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