Brisbane is a city on the move – literally and metaphorically. With the 2032 Olympic and Paralympic Games on the horizon, the Queensland capital is experiencing a transformation that extends far beyond sport. Business events are thriving, infrastructure is evolving and the city’s visitor economy is hitting unprecedented heights.
“We closed the year on an incredible high,” said Lorelle Chittick, general manager of Tourism, Business & Major Events at Brisbane Economic Development Agency (BEDA). “Brisbane reached a record $11.3bn in visitor spend in 2024, which is a phenomenal achievement and a clear indication of the momentum we’re building across tourism, business and major events.”
Much of the city’s acceleration can be attributed to the global visibility that comes with being an Olympic host city.
“That notion of being the host city has truly raised Brisbane’s profile on the world stage,” Chittick explained. “You can feel it, just like we witnessed with Paris in 2024 and will see with LA in 2028. Now it’s Brisbane’s turn.”
This Olympic momentum is already yielding dividends in terms of visitation, investment and accommodation. Brisbane now boasts over 22,000 hotel rooms, with more in the pipeline as demand continues to surge. Despite January traditionally being a softer month, many hotels were sitting at 90% occupancy this year, driven by a mix of major events, a booming corporate market and the appeal of new offerings.
“Even during typically quieter periods, hotels are exceeding 75% occupancy,” said Chittick. “That’s a testament to both the product and the profile of Brisbane.”
Global appeal
The city has seen a 34% increase in business travel since the Olympics announcement, alongside consistent growth in its business events sector.
“Multi-national companies are now seeing Brisbane as a serious place to do business,” said Chittick. “We’re seeing companies consider headquartering here, particularly those that would traditionally choose Sydney or Melbourne.”
Brisbane aerial view
Brisbane’s corporate and association business is flourishing and incentive travel is on a rapid rise, particularly from Asia, North America and New Zealand. “Our aviation partnerships have been key. We’ve worked closely with the state government and Brisbane Airport to increase connectivity, which is crucial for the business events market,” Chittick noted.
Singapore Airlines now offers four daily flights to Brisbane, acting as a vital link to Europe and the UK. Other carriers, such as Emirates, Etihad, Delta, United, American Airlines and Air Canada, are expanding services, while Cathay Pacific, Malaysian Airlines and Jetstar have re-established shorter haul connections, boosting access further.
Queen’s Wharf: A game-changer for Brisbane
The long-awaited Queen’s Wharf precinct officially opened in August and is already making waves.
“It’s been years in the making, so to finally have Queen’s Wharf open, complete with its Sky Deck and a ew hotel, is a game changer for our city,” said Chittick. “It’s not just a development; it’s a new era.”
The precinct is already home to The Star Brisbane and 15 restaurants and bars, with 55 food and beverage venues expected when fully complete. The bridge connecting Queen’s Wharf to South Bank and the Brisbane Convention & Exhibition Centre (BCEC) is proving transformative. “You can leave your conference or event and be at South Bank in minutes. It’s seamless, it’s scenic and it’s smart,” she added.
Two additional properties – Dorsett and Rosewood – are on track to open by 2026–2027, completing the precinct’s vision.
With the addition of these key infrastructure developments, Brisbane has carved out a reputation as a city that delivers and that’s earning it long-term loyalty from the business events sector.
“We’re seeing strong interest from associations who have hosted in Brisbane before,” said Chittick. “Many are now looking to return, which really speaks to the positive experience they’ve had.”
“When events are delivered well, people want to return – and that’s something Brisbane continues to offer.”
Queen’s Wharf, Brisbane
Sustainability at the forefront
Sustainability isn’t an afterthought for Brisbane, it’s embedded in its identity. As an EarthCheck-accredited destination and one of only six global cities in the United Nations City Sustainability Alliance, Brisbane demonstrates a deep commitment to sustainable urban development. This recognition reflects not only environmental leadership but also progress across social, cultural and economic pillars of sustainability.
“We benchmark through the Global Destination Sustainability Index each year and we’re proud to see consistent improvement,” said Chittick. “It’s about more than compliance, for Brisbane it’s about commitment.”
Both major convention centres – the Brisbane Convention & Exhibition Centre (BCEC) and the Royal International Convention Centre (Brisbane Showgrounds) – are sustainability-certified. Brisbane Airport has also reached net zero for Scope 1 and 2 emissions and is driving innovation in sustainable aviation fuel.
BEDA has even launched a Carbon Kickstart programme to support small businesses in tracking and reducing their emissions. “We want to lead by example. Whether it’s how we run our own events or help others in the industry, sustainability is non-negotiable,” Chittick said.
Brisbane isn’t just riding a wave; it’s helping shape it. Through initiatives like the Incentive Accelerator Program, BEDA is nurturing businesses with the potential to attract international incentive groups.
“This programme gives 12 businesses expert guidance, mentoring and practical strategies to grow their incentive offerings,” said Chittick. The selected experiences range from Indigenous-led tours and nature experiences to luxury coastal getaways, all tapping into Brisbane’s diverse landscape.
“We’re helping these businesses fill the gaps in our offering and meet the demand from key markets like Asia, Europe and North America.”
Brisbane Convention and Exhibition centre exterior, Grey Street
Delivering on business event goals
Chittick emphasised that success in the business events industry is measured not just by numbers, but by outcomes.
“We’re doing phenomenally well with the events that we are hosting,” she said. “But it always comes back to one thing: ensuring each organiser achieves their goals. Whether it’s hitting delegate targets, driving engagement, or delivering a lasting impression – our job is to make sure those objectives are met and exceeded.”
The wider vision is to convert delegates into future visitors. “Ultimately, we want more people to come into the destination, stay longer, spend more and really enjoy Brisbane and go home and tell everybody about it and come back as a visitor,” she said.
Part of what makes Brisbane so compelling is its unique blend of city sophistication and natural beauty. Delegates can enjoy quintessential Australian experiences without leaving the region – koalas, kangaroos and all.
“Our proximity to places like North Stradbroke Island and Moreton Bay means business event delegates can enjoy beaches, wildlife and Indigenous culture – often in a single day,” Chittick noted.
With direct flights and day-trip access to the Southern Great Barrier Reef, Brisbane is becoming the ultimate gateway to Australia.
Looking ahead
Whether it’s infrastructure, sustainability, global connectivity, or event delivery – Brisbane’s story is one of strategic evolution and collective vision.
“It’s exciting to see this level of investment, this momentum,” said Chittick. “Businesses are choosing Brisbane because it’s easy to do business and because they can see the growth. We’re here to support that.”
With the 2032 Games as an additional catalyst, Brisbane continues to build, a little faster mind you, a future that’s bold, balanced and built to last.
