As the south-east region of Queensland begins its recovery from the impacts of ex-Cyclone Alfred, a substantial marketing initiative named “Brisbane Favours the Bold” is set to launch next week. This campaign aims to revitalize tourism to the Sunshine State, helping to reinvigorate the local economy.
The recent cyclone left a trail of destruction, resulting in severe weather, extensive flooding, and significant financial losses for businesses—estimated at around $68 million. With the aviation sector halted and the Port of Brisbane temporarily shut, hotel bookings plummeted by nearly 40%, according to Anthony Ryan, CEO of the Brisbane Economic Development Agency.
In a concerted effort to counteract these setbacks, the local council and state government announced a $2.5 million investment in recovery measures. “Queensland is open for business, and we want visitors to return, no matter where they come from,” stated Tourism Minister Andrew Powell, emphasising the area’s readiness to welcome tourists back.
Tourism, a vital component of Queensland’s economy, generates approximately $95 million daily and supports one in twelve jobs. The new campaign will highlight the best that Brisbane has to offer, including unique attractions like Beer Yoga at the picturesque Howard Smith Wharves, as well as the upcoming NRL Magic Round, which is expected to draw significant crowds.
Mayor Adrian Schrinner revealed that special promotions are in the works leading up to Easter, creating additional incentives for travel. “There are fantastic deals available from airlines, hotels, and tourism operators,” he noted. Major airlines are also working quickly to offer sales on flights to and from Queensland over the next month, aligning with the campaign’s launch.
As “Brisbane Favours the Bold” kicks off on Monday, it is anticipated to inject tens of millions into the local economy and re-establish confidence in Brisbane as a premier travel destination.