“Domestic tourism is up 35 per cent. We’ve hit record levels,partly because during COVID we took the opportunity to really showcase Brisbane,” he said.
Last month,BEDA doubled down on those efforts,announcing “Brisbane Favours the Bold”,a domestic tourism campaign urging people to rediscover the evolving city and tap into its growing offering of experiences.
Internationally,the likes of Agnes,seen as one of the best restaurants in Australia,andThe Calile,named one of the 50 best hotels in the world last year,are credited for doing part of the heavy lifting.
“Whenever I go around the world spruiking the growth of Brisbane and the brand of Brisbane,they’re now starting to understand,” Ryan said.
“The momentum that Brisbane’s experiencing at the moment is really exciting.”
A Travel Confidence Index released by Booking.com last year found 57 per cent of Australians were looking for captivating scenery and nature in a holiday destination,while 53 per cent prioritised food and dining experiences.
Todd Lacey from Booking.com said Brisbane’s “year-round weather” was appealing to interstate travellers.
“Brisbane epitomises the great outdoors lifestyle that many visitors desire,” Lacey said.
“For Australians seeking that summer feeling,the city’s amazing weather and warm nights are always enticing.
“The ability to visit other iconic Queensland destinations also encourages tourists to put Brisbane on their next travel itinerary.”
Aviation investment and the return of direct flights to Brisbane helped bolster tourist numbers.
The majority of international tourists visiting Brisbane last year were from New Zealand,the United Kingdom and the United States. The city also hosted a record number of visitors from Canada,India and Thailand.
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Ryan Both,executive general manager of aviation at Brisbane Airport,said New Zealand had always been an important market for Queensland – especially for weekenders and short breaks.
“We’re going to be back towards 100 per cent of New Zealand capacity towards the end of the year as well,” Both said.
With North America’s interest secured and East Asian destinations such as Japan on a steady trajectory,he said,the airport’s next point of focus was south-east Asia.
“We want to see flights back to Malaysia and Thailand,[and] more capacity to India,Singapore,these sorts of places,” Both said.
“They’re the markets that haven’t come back quite as quickly as we’d like.”