Brisbane is expecting to see a significant surge in visitation this year, driven by the launch of the Queen’s Wharf project and the arrival of Bluey’s World, Tourism and Events Queensland’s biggest campaign in more than a decade.
In just two months, the A$3.6 billion (US$2.39 billion) Queen’s Wharf development will launch to transform the city’s CBD and boost tourism numbers by 1.4 million visitors annually.
With Bluey’s World opening this November in Brisbane, the Bluey campaign is expected to reach tens of millions of potential tourists
The new dynamic hub overlooking the Brisbane River will feature over 50 bars and dining experiences with 10 establishments opening initially, including a luxury five-star hotel to offer 340 rooms.
“Queen’s Wharf is a game-changer for Brisbane’s tourism, especially appealing to the South-east Asian market where direct flights from Singapore make the city more accessible than longhaul destinations like the UK,” said Georgia Linton, PR lead for Tourism and Events Queensland (TEQ).
Meantime, TEQ launched a domestic and international publicity blitz last weekend ahead of the opening of Bluey’s World in November, leveraging on the cartoon series that has become a global phenomenon.
Marketed as Bluey’s world, for real life, the campaign is expected to reach tens of millions of potential tourists in its top markets where Bluey is popular, including Singapore and Japan.
Key partners in the campaign, including Qantas Group, Expedia Group, Flight Centre Travel Group, and Accor Group, are working together to convert global publicity into booked Queensland holidays through exclusive deals.
Also as part of the launch, Brisbane achieved a new world record for the biggest Keepy Uppy game, inspired by Bluey, involving 700 people in Brisbane, Gold Coast and Cairns.
“The city is ready for big events and we’re a big destination. Bluey is a much-loved character created in Brisbane and is hugely popular in the US, the UK, and in Singapore. I think the Bluey exhibition will be especially significant for the (visiting friends and relatives) market,” Linton told TTG Asia at the recent Australian Tourism Exchange held in Melbourne.
Other new attractions expected to enhance Brisbane’s tourism appeal include a new Vertigo dining experience at Brisbane Powerhouse, where visitors can bungee jump off the side while enjoying a farm-to-table meal, and new luxury family accommodation on Hamilton Island.
TEQ anticipates an additional A$1.7 billion will be spent by tourists in Queensland by June 2025 as a result of the campaign.
Brisbane is expecting to see a significant surge in visitation this year, driven by the launch of the Queen’s Wharf project and the arrival of Bluey’s World, Tourism and Events Queensland’s biggest campaign in more than a decade.
In just two months, the A$3.6 billion (US$2.39 billion) Queen’s Wharf development will launch to transform the city’s CBD and boost tourism numbers by 1.4 million visitors annually.
The new dynamic hub overlooking the Brisbane River will feature over 50 bars and dining experiences with 10 establishments opening initially, including a luxury five-star hotel to offer 340 rooms.
“Queen’s Wharf is a game-changer for Brisbane’s tourism, especially appealing to the South-east Asian market where direct flights from Singapore make the city more accessible than longhaul destinations like the UK,” said Georgia Linton, PR lead for Tourism and Events Queensland (TEQ).
Meantime, TEQ launched a domestic and international publicity blitz last weekend ahead of the opening of Bluey’s World in November, leveraging on the cartoon series that has become a global phenomenon.
Marketed as Bluey’s world, for real life, the campaign is expected to reach tens of millions of potential tourists in its top markets where Bluey is popular, including Singapore and Japan.
Key partners in the campaign, including Qantas Group, Expedia Group, Flight Centre Travel Group, and Accor Group, are working together to convert global publicity into booked Queensland holidays through exclusive deals.
Also as part of the launch, Brisbane achieved a new world record for the biggest Keepy Uppy game, inspired by Bluey, involving 700 people in Brisbane, Gold Coast and Cairns.
“The city is ready for big events and we’re a big destination. Bluey is a much-loved character created in Brisbane and is hugely popular in the US, the UK, and in Singapore. I think the Bluey exhibition will be especially significant for the (visiting friends and relatives) market,” Linton told TTG Asia at the recent Australian Tourism Exchange held in Melbourne.
Other new attractions expected to enhance Brisbane’s tourism appeal include a new Vertigo dining experience at Brisbane Powerhouse, where visitors can bungee jump off the side while enjoying a farm-to-table meal, and new luxury family accommodation on Hamilton Island.
TEQ anticipates an additional A$1.7 billion will be spent by tourists in Queensland by June 2025 as a result of the campaign.