The Region

Brisbane is a sub-tropical modern and diverse city that offers a range of appealing experiences for visitors, in a warm and friendly environment.  The Brisbane region stretches from Bribie island in the north to City of Logan in the south, and Lockyer Valley in the west to Moreton Island and North Stradbroke Island in the east.

The city includes cultural precincts made up of theatres, museums and international cuisine. Its sporting venues, conference facilities, cruise ship terminal, parklands, cafes, laneways and extensive river walks make Brisbane a vibrant metropolitan city.  It is the third largest city in Australia and is home to nearly two and a half million culturally-diverse people. The city has an extensive music, sporting and cultural events calendar that make the most of the year-round temperate climate.  The Brisbane region is home to national parks, coastal villages and has a countryside of historic towns, fertile farmland and rolling cattle plains at its doorstep.

Hero Experience

In conjunction with destination stakeholders, destination 'Hero Experiences' have been identified for Brisbane; they are those world class iconic experiences that:
  • provide a destination with a real competitive edge over other destinations
  • focus on what is truly unique or memorable or engaging about a destination
  • meet the needs of our target markets

Hero experiences are those world class iconic experiences that: provide a destination with a real competitive advantage over other destinations, focus on what is truly unique or memorable or engaging about a destination, and meet the needs of identified target markets. 

Why Hero Experiences? 

Focusing on a destination’s ‘hero experiences’ is: responding to the demands of our domestic and international visitors, designed to gain a competitive advantage over other destinations, and an opportunity to focus the efforts of tourism stakeholders and create partnerships. The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.  The Brisbane Region ‘Hero Experiences’ have been developed to deliver the region’s 2020 tourism vision, brand promise, and the ‘themes’ that underpin the vision and brand. 

Vision 

By 2020 the Brisbane region will be recognised as a serious player in Asia Pacific. It will be Australia’s most welcoming, spirited and energised subtropical capital city offering world class major events, coastal, island and countryside experiences.

Brand Promise

 Feel the vitality of city life with a subtropical twist. 

Themes

    • Vibrant
    • Relaxed
    • Urban Outdoor Lifestyle Events 
    • Culture 
    • Nature at your doorstep bursting with colour and life

Destination Tourism Plan