Moreton Bay is getting ready to scoop a record-breaking summer holiday season, with the region experiencing one of its strongest years of growth as it prepares for the decade ahead of Brisbane 2032. Summer forward bookings are trending higher than previous years, international visitation is surging, major hotel investment announcements are underway, and the region’s signature Abbey Medieval Festival has just taken out Gold at the Queensland Tourism Awards – all signalling a destination firmly on the rise.
To bring this momentum directly to travellers, Tourism & Events Moreton Bay is activating its Rediscover Play campaign – an invitation for adults to unleash their inner child and enjoy playful experiences across the region. Perfectly timed with a Queensland heatwave, the team took that invitation to Brisbane Airport on Friday, surprising travellers with destination-themed gelato.
“We are stepping up our trade engagement and marketing activity as the region continues to mature,” said Luke Edwards, CEO of Tourism & Events Moreton Bay. “By tapping into a clear desire for adults to embrace more play, and drawing on our heritage as Brisbane’s original seaside playground, we are aiming to boost visitation across the peak summer season.”
Edwards said the campaign also plays a strategic role in countering the challenges that come with summer weather.
“The peak holiday period is when many of our operators do the bulk of their business, yet it can also be disrupted by storms,” he said. “Last week, several operators experienced cancellations following reports of storm damage, when in reality the vast majority of businesses were open with safe, enjoyable conditions. Initiatives like this build resilience by keeping Moreton Bay top of mind and encouraging travellers to stay confident in their plans.”
The optimism behind the activation is supported by exceptional performance. New Tourism Research Australia data confirms Moreton Bay recorded more than 2.3 million international visitor nights in 2024–25 – up 426,000 nights year-on-year and 22.7 per cent above the region’s previous record. International holiday visitor nights rose 57 per cent, contributing significantly to Queensland’s $3.5 billion in international holiday visitor spending.
In terms of forward projections, data shows occupancy rises sharply on Christmas Day, remaining high through New Year’s Eve, indicating a strong holiday peak. Compared with prior years, December 2025 through January 2026 shows slightly higher peak levels than past seasons, suggesting stronger Christmas-to-New-Year interest.
This uplift is being matched by investor confidence. Recent announcements include a landmark $180 million five-star hotel and tourism precinct in North Lakes and a proposed $250 million expansion at Sandstone Point – both poised to help close the accommodation gap ahead of Brisbane 2032 and position the region to welcome higher-yield, longer-staying visitors.
Cultural credentials are strengthening at the same pace with Woodford Folk Festival expected to bring in large numbers of day and overnight visitors during its six day program finishing on New Year’s Day.. The Abbey Medieval Festival’s Gold win at the Queensland Tourism Awards underscores Moreton Bay’s growing capability to deliver distinctive major events that attract interstate and international audiences.
On Tuesday 2 December, the activation will continue in Brisbane’s CBD, where city workers will be invited to reconnect over play this summer.
