Supported by partnerships with Expedia Group and Booking.com.
Brisbane’s rapid rise as one of Australia’s most exciting destinations is driving the next evolution of its Brisbane Favours the Bold tourism campaign via Bigfish Design and dentsu Queensland.
The region welcomed 7.1 million domestic travellers and recorded $9.9 billion in domestic visitor spend from January to September 2025.
Brisbane lord mayor Adrian Schrinner said the campaign would encourage more Australians to book their next holiday in Brisbane.
“Brisbane’s reputation as Australia's lifestyle capital continues to soar as more Australians discover our incredible tourism experiences, major events and vibrant precincts,” Schrinner said.
“While recent global events might have dampened people’s holiday plans, it’s a great time for Aussies to experience Brisbane’s incredible lifestyle.
“Growing the visitor economy is a priority for our city, with every visitor supporting local jobs and the businesses that create more to see and do in our city.”
The brand campaign is supported by partnerships with Expedia Group and Booking.com.
BEDA general manager destination, marketing & brand Callum Wood said the campaign builds on the strength and familiarity of the Brisbane Favours the Bold platform while evolving its storytelling to match the city’s continued growth.
“Brisbane Favours the Bold was designed as a long-term brand platform and this next chapter allows us to keep building momentum while elevating how we tell the city’s story,” Wood said.
“Brisbane is a city that invites travellers to dive in and experience its bold cultural energy firsthand. From major events to vibrant food precincts and tropical laneways, every corner of the city offers something uniquely Brisbane.
“We’re turning this inspiration into action, making it simple for travellers to go from discovering Brisbane to planning their next adventure – and we’re seeing some incredible results, with significant increases across visitation and brand metrics.”
CREDITS
Client: Brisbane Economic Development Agency
Callum Wood – General Manager Destination, Marketing & Brand
Taylor Keresztesi – Marketing Executive
Grace Callaghan – Growth Marketing Manager
Brand Design: Bigfish Design
Dave Byrne – Creative Director / Designer
Scott Eather & Sheldon Lieberman – Concept / Strategy
Kristian Startari – Designer
Annelise Taylor – Producer
Production & Post-production: Content Lion
Isaiah Matthews – Director
Kareem Anti – DOP
Phoenix Wilson – Photographer
Reilly Vanniekerk – Editor
Media Agency: dentsu Queensland
Rachel Knight – Senior Client Director,
Moana Solia – Senior Client Manager
Summer Lim – Digital Manager
Emilia Ball – Integrated Partnerships Lead
Aidan Ryan – Head of Investment
