A new campaign is set to inject tens of millions of dollars back into Brisbane’s economy following a $68 million hit to local businesses due to ex-Tropical Cyclone Alfred.
Launched today, the Brisbane Favours the Bold campaign employs notable Brisbane locals including comedian Christian Hull, Traditional Custodian and Djawun Tours operator Jason Murphy and renowned chef Benny Lam to sell Brisbane to travellers from across Australia and New Zealand.
Iconic Brisbane experiences featured in the Brisbane Economic Development Agency campaign include:
- Leading dining and entertainment precinct Howard Smith Wharves and Felons Brewing Co.’s one-of-a-kind Beer Yoga
- Benny Lam’s Hong Kong-inspired restaurant and basement dumpling bar, Central
- Riverlife’s rock climbing adventures along the Kangaroo Point Cliffs
- First Nations immersive experience Djawun Tours in Moreton Bay.
- Brisbane’s exclusive sporting showdown NRL Magic Round
- The award-winning 5-star Emporium Hotel South Bank
Similar campaigns have helped inject $85 million into Brisbane’s economy, supporting local jobs and local businesses.
The Brisbane Favours the Bold campaign is expected to drive visitation across the entire Brisbane region including Moreton Bay, Redlands Coast, Scenic Rim, Ipswich and Logan.
It will debut nationally and in New Zealand today across catch up TV, billboards, cinemas, digital and social media platforms.
The message will be further bolstered through partnerships with Virgin Australia, Expedia Group and TripAdvisor, to drive bookings and help businesses recover from ex-Tropical Cyclone as soon as possible.
For more information on Brisbane or to book your next trip, head to visit.brisbane.qld.au
Quotes attributable to Lord Mayor Adrian Schrinner:
“Vibrant precincts, world-class dining and blockbuster events have helped shape Brisbane’s reputation as Australia’s lifestyle capital.
“As Tropical Cyclone Alfred approached our city, many Brisbane businesses closed their doors to help keep their staff and their customers safe but this came at a cost.
“Brisbane businesses don’t just provide more for people to see and do in our city, they provide jobs and help local residents put food on their table.
“That’s why we’re moving quickly to help Brisbane bounce back from ex-Tropical Cyclone Alfred as quickly as possible.
“This campaign will continue to support local operators by highlighting the people and places that make Brisbane one of the best places in the world to live and visit.”
Quotes attributed to Minister for the Environment and Tourism and Minister for Science and Innovation Andrew Powell:
“The Crisafulli Government wants visitors – whether from interstate or overseas – to know that Brisbane is open for business.
“Our tourism and hospitality operators are resilient, and they’re ready to welcome you back with open arms.”
“That’s why we’re supporting this campaign to urge people to visit our great state capital.”
Quotes attributable to Brisbane Economic Development Agency CEO Anthony Ryan:
“The effects of Cyclone Alfred have been deeply felt across our tourism and events industry, and this campaign is part of our determined effort to support local operators, rebuild momentum and drive strong visitor demand across the entire region.
“Collaboration is the driving force behind everything we do, and this campaign is a powerful example of the region-wide partnerships we are leading to support recovery and accelerate growth in our visitor economy.
“Brisbane is a city that is bursting with energy – with exclusive major events, world-class restaurants, incredible nature and wildlife, and an unbeatable outdoor lifestyle.
“We’re thrilled to launch this campaign and continue breaking visitor records in 2025, as Brisbane continues to rise as a global destination of choice.”
Quotes attributable to Howard Smith Wharves Co-Founder Adam Flaskas:
“We know that Cyclone Alfred has been challenging for our whole community and our thoughts remain with those affected.
“We’re incredibly fortunate that the cyclone was downgraded, sparing Brisbane from the worst of it. While many businesses weren’t physically damaged, they still had to close on what are typically their busiest trading days.
“Hospitality businesses are a vital part of our community and now is a great time to get out and support your local favourites.
“We want to thank our local community for coming down and supporting Howard Smith Wharves as we look to get back to business-as-usual.
“Brisbane is the greatest city in the world. Let’s get everyone back enjoying our world-class food, drink, and entertainment.”
Quotes attributable to Head Chef at Central Benny Lam:
“Brisbane’s restaurant scene has undergone a remarkable transformation with a growing appetite for bold, high-energy dining experiences at its heart,” Mr Lam said.
“At Central, we’re bringing the energy and atmosphere of Hong Kong’s electric food culture – traditional techniques, elevated by bold global influence – with a bustling late-night atmosphere feeding into the city’s culinary buzz.
“Brisbane has always been home to great produce and passionate, innovative chefs; now it’s a destination for food lovers. I’m incredibly proud to be a part of that. There’s a confidence in our food culture that’s making the city one of the most exciting places to cook.”
