In an extraordinary milestone, Brisbane’s thriving global reputation and dynamic economy have propelled the city to a record-breaking $10.6 billion in tourism spending. According to the latest data from Tourism Research Australia, for the year ending March 2024, visitor expenditure in Brisbane surged by 29.4% compared to 2019. This unprecedented growth underscores Brisbane’s rising appeal as a top-tier travel destination.
A Global Magnet
Brisbane’s attractiveness has soared among international visitors, particularly Canada, New Zealand, South Korea, and the USA. The influx from South Korea alone increased by 35.6% since 2019, bolstered by new direct flights to Seoul introduced in February 2023. Canadian visitor numbers also saw a significant rise of 23.9% during the same period. International tourists are not just visiting in more substantial numbers but are also extending their stays, with the average duration of stay increasing to 21 nights.
A Word from the Mayor
Eat Street Markets, Northshore Hamilton.
Brisbane’s Lord Mayor Adrian Schrinner expressed his delight at the city’s growing popularity. “With our world-class hotels, restaurants, lifestyle precincts, and tourism experiences, Brisbane is offering more to see and do than ever before,” Cr Schrinner said. “Visitors, whether for business or leisure, are staying longer and enjoying our fantastic lifestyle, which in turn benefits our local businesses and strengthens our economy.”
Domestic Travel Surges
The city’s appeal isn’t limited to international visitors. Domestic travel to Brisbane has also seen a substantial uptick. Notably, travellers from Melbourne increased by a record 27.4% year-on-year to 719,000, while Sydney visitors rose by 8.2% to 915,000. The surge in domestic business travel is equally impressive, with a 13.5% increase to 1.8 million visitors, driven by Brisbane’s robust economy and reputation as a premier destination for high-profile conferences and business events.
Economic Powerhouse
Anthony Ryan, Chief Executive Officer of the Brisbane Economic Development Agency (BEDA), attributed this success to the city’s vigorous marketing campaigns and thriving economic outlook. “The brand of Brisbane is fast becoming the hero of Australia’s visitor economy,” Mr Ryan said. “Our visitor economy is booming across both leisure and business travel sectors. With our economy forecast to grow 68% to $275 billion by 2041, we are committed to elevating Brisbane’s profile, securing global business conferences, and attracting investment.”
Marketing Triumphs
BEDA’s strategic marketing initiatives have played a pivotal role in this tourism boom. The highly successful ‘Brisbane Favours the Bold’ campaign generated more than $70.6 million in potential economic benefits, with $6.2 million in direct bookings during the campaign period. This success highlights the efficacy of targeted destination marketing in driving tourism growth.
Visitor Statistics at a Glance
The latest tourism data reveals significant increases in both domestic and international visitor metrics:
- Domestic Tourism: Total expenditure reached $7.4 billion, marking a 7.1% year-on-year increase, with 7.2 million visitors contributing to 22.4 million visitor nights.
- International Tourism: Total expenditure hit $3.2 billion, up 10.9% from 2019, with visitors averaging 21-night stays. Despite a 17.7% drop in total international visitor numbers, the spend per visitor soared by 33.7% to $2,609.
Source Market Insights
Brisbane continues to attract a diverse range of international visitors, with notable records from:
- New Zealand: 232,000 visitors, up 1.3% from 2019.
- United Kingdom: 136,000 visitors, a 5.3% increase.
- USA: 111,000 visitors, marking a 1.3% rise.
- South Korea: 58,000 visitors, up 35.6%.
- Canada: 48,000 visitors, up 23.9%.
Challenges and Opportunities
Despite these successes, specific markets like China and Japan saw declines, highlighting areas for potential growth and re-engagement. Brisbane’s continued focus on expanding and supporting aviation routes is expected to mitigate these challenges and boost international tourism.
The Future of Brisbane Tourism
As Brisbane’s popularity and economy continue to ascend, the city’s commitment to enhancing its global profile remains steadfast. Future efforts will focus on securing major events, fostering investment, and sustaining the momentum of the visitor economy. The city’s dynamic growth trajectory and appeal as a vibrant, world-class destination ensure that Brisbane is set to maintain its status as a premier choice for travellers worldwide.
Conclusion
Brisbane’s record-breaking $10.6 billion tourism spend is a testament to the city’s thriving appeal and strategic efforts in tourism development. With a robust economy and a growing global reputation, Brisbane is poised for continued success, attracting visitors worldwide to experience its unique blend of business and leisure offerings.
For more information, visit Tourism Research Australia and the Brisbane Economic Development Agency.
Written by: Jill Walsh
