Brisbane Builds on Soaring Demand with Next Iteration of ‘Brisbane Favours the Bold’ Campaign via Bigfish, Content Lion and Dentsu Queensland

Why It Matters

The campaign leverages record domestic demand to deepen Brisbane’s share of Australia’s leisure travel market, directly supporting local jobs and tourism‑dependent businesses. Its data‑driven, partnership‑focused approach could set a benchmark for destination marketing in a post‑pandemic landscape.

Key Takeaways

• 7.1 million domestic travelers visited Brisbane Jan‑Sep 2025
• $9.9 billion domestic visitor spend recorded
• Third campaign iteration targets high‑value domestic leisure audiences
• Partnerships with Expedia and Booking.com drive bookings
• Focus on off‑peak travel periods to boost visitor economy

Pulse Analysis

Brisbane’s rapid ascent as a premier domestic tourism hub is underscored by the latest visitor metrics: 7.1 million travellers and nearly $10 billion in spend within the first nine months of 2025. These figures reflect a broader shift in Australian holiday preferences toward vibrant urban experiences combined with easy access to nature. The new "Brisbane Favours the Bold" iteration builds on this momentum, showcasing signature precincts such as South Bank, Howard Smith Wharves and the Scenic Rim, while positioning the city as a year‑round destination rather than a seasonal stop.

The campaign’s marketing architecture is distinctly data‑centric. By deploying a coordinated digital, social and content strategy, the Brisbane Economic Development Agency (BEDA) targets high‑value domestic segments that are most likely to convert into repeat visits. Strategic alliances with Expedia Group and Booking.com embed a seamless path from discovery to reservation, tapping into high‑intent travel searches. Moreover, the emphasis on off‑peak travel aims to smooth demand fluctuations, extending economic benefits to hospitality operators, tour providers and cultural venues throughout the year.

In a competitive Australian tourism landscape, Brisbane’s bold branding effort differentiates the city through a blend of cultural vibrancy, culinary innovation and natural escapes. The integrated approach not only amplifies brand awareness but also promises measurable ROI for local businesses, as increased visitation translates into job creation and higher ancillary spend. As other destinations scramble to recapture post‑COVID demand, Brisbane’s campaign could serve as a playbook for leveraging domestic tourism momentum to sustain long‑term growth.