If ever a destination knew how to sell itself without saying too much, it would be Memphis, a city where the music does the talking and, frankly, does a rather fine job of it. This May, Memphis Tourism is once again bringing that unmistakable rhythm Down Under, reviving its much-anticipated blues-themed trade events for the Australian travel industry.
In partnership with United Airlines and Globus Family of Brands, the initiative is less a roadshow and more a cultural immersion, a deliberate attempt to remind agents and partners that Memphis is not merely a dot on the American map, but a living, breathing soundtrack.
At the centre of this year’s campaign is MonoNeon, a Grammy Award-winning bassist whose credentials read like a roll call of modern music royalty. Known for his collaboration with Prince and endorsed by Flea as “the greatest electric bass player”, MonoNeon brings both credibility and a touch of star power that’s hard to ignore.
A Three-City Showcase with a Southern Pulse
The tour kicks off at Mary’s Underground on 12 May, moves to The Toff on 14 May, and culminates in a more intimate VIP affair at the Memphis Blues & Soul Bar within the Blues on Broadbeach precinct on 16 May.
These are not your standard trade briefings with lukewarm canapés and polite applause. Instead, Memphis Tourism has opted for something closer to its roots, a showcase that leans heavily into the city’s cultural DNA, blending live performance with destination storytelling.
And that, one suspects, is precisely the point.
Chris Ingram, Director of Memphis Tourism Australia & New Zealand, put it plainly:
“Along with our exceptional partners United Airlines and Globus, we are thrilled to bring the energy, culture and soul of Memphis to Australia once again. These shows are all about giving our travel partners an authentic taste of our music and heritage, while highlighting Memphis as a vibrant destination beyond the usual U.S. getaways.”
More Than Music: A Strategic Play
Behind the foot-tapping and basslines sits a well-considered strategy. Memphis is positioning itself not just as a stopover, but as a destination of depth, one that combines musical heritage, culinary flair (the barbecue, naturally, is non-negotiable), and a profound place in American civil rights history.
For Australian agents, the timing is hardly accidental. Demand for experiential travel, particularly music-led itineraries, continues to grow, and Memphis sits squarely in that sweet spot.
The involvement of United Airlines underscores the accessibility angle, with routes from Brisbane, Sydney and Melbourne via Los Angeles or San Francisco, while Globus is leaning into curated experiences such as its “America’s Musical Heritage” tour, a journey that threads Nashville, Memphis and New Orleans into one harmonious itinerary.
A Festival Finale with Real Bite
MonoNeon’s Australian visit will reach its crescendo at the 25th edition of Blues on Broadbeach, staged on the Gold Coast from 14–17 May. In a move that feels both generous and faintly mischievous, the bassist will also give away a custom-designed guitar valued at $3,000 to one lucky attendee, proof, if any were needed, that Memphis understands the art of leaving a lasting impression.
The Enduring Pull of Memphis
For a city often described as the birthplace of blues, soul and rock’n’roll, Memphis could easily rest on its laurels. Instead, it continues to export its story not through glossy brochures, but through the very thing that made it famous.
And in a travel landscape increasingly crowded with sameness, that authenticity might just be its greatest competitive advantage.
Useful Links:
Memphis Tourism: https://www.memphistravel.com/aus
Blues on Broadbeach: https://bluesonbroadbeach.com/
United Airlines: https://www.united.com
Globus Family of Brands: https://www.globus.com.au/
Event Details
Sydney – Tuesday 12 May, 6–8:30 pm – Sign up here
Melbourne – Thursday 14 May, 6–8:30 pm – Sign up here
Gold Coast – Friday 16 May (VIP event during festival)
by Christine Nguyen – (c) 2026.
Read Time: 2 minutes.
About the Author.
Christine’s story is one of quiet courage, told without fuss and lived with remarkable grace. She arrived in Australia as a young refugee from Vietnam, carrying little more than hope, family, and a curiosity that refused to be extinguished. Sydney became home, built patiently, brick by careful brick.
She studied Tourism at TAFE and soon found her place in inbound travel, working with one of the city’s leading destination companies. Christine loved showing visitors the Australia that lives beyond postcards, warmer, truer, and far more interesting.
When the sea began to whisper, and life asked for a gentler rhythm, she listened. Designing brochures, writing blogs, she discovered storytelling waiting quietly inside her.
Today, at Global Travel Media, Christine writes with warmth and wisdom, softly and persuasively reminding us why travel still matters.
