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Building Brisbane As A Globally Recognised Brand

A committee of over 500 tourism professionals, council and government representatives met to plan Brisbane’s tourism future through to 2031 with the aim of building Brisbane up as a globally recognised brand, reports 


The ‘Visitor Economy 2031 Vision for the Brisbane Region’ plan is a strategy that will aim to drive tourism expenditure, length of stay and overall numbers across various markets including major events, holiday makers, business travellers and those coming to the region to visit family and relatives.


One of the key strategies in the plan is a $10 million international marketing plan that will promote Brisbane to North America and Asian nations that are part of the Association of Southeast Asian Nations (ASEAN) which offer direct flights to Brisbane. 


Another strategy is to open the Brisbane River up for more tourism operators with the help of The Lord Mayor’s Experience Development Grant Program. The program provides grants of up to $10,000 to approved operators with the aim to encourage visitors to spend more time in the region.


Brisbane Lord Mayor, Adrian Schrinner told the publication the plan is key to take the city to the next level. 


“Brisbane is transforming through $12 billion worth of new developments including Brisbane’s new runway, International Cruise Ship Terminal and Queen’s Wharf Brisbane.


“Along with our region’s beautiful climate, welcoming nature and global connectedness, there is potential to secure an additional $6.5bn a year in visitor expenditure and support 50,000 new jobs.


“In Brisbane, we know there is more to see and do in our region than ever before, but now we need to work together to create a globally recognised Brisbane brand and remarkable experiences to give visitors even more reason to stay and spend in our region,” he added.


Brisbane Airport Corporation Chief Executive Officer Gert-Jan De Graaff told there is exciting times ahead for Brisbane tourism.


“Brisbane is entering an era of extraordinary opportunity and Brisbane’s new runway is a catalytic investment that will enable significant growth in international visitors for decades to come,” he said. 


Hannah Schuhmann said the plan is very timely, as we all know how great Brisbane is, and it’s time the rest of the world does! With the new $1.3 billion airport runway opening next year and the $5.4 billion Cross River Rail now guaranteed; the city is putting together the pieces of the puzzle to prepare for a tourist influx which will follow upon the completion of big development projects including the $3.6 billion Queen’s Wharf Development and the Brisbane Quarter to name but a few. 


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