People attending events in Brisbane will be enticed to explore more of the city’s venues in the first initiative from Brisbane Economic Development Agency (BEDA).

The scheme will promote a range of curated events and experiences to people booking tickets at five of the city’s largest event venues including Brisbane Convention and Exhibition Centre, Brisbane Powerhouse and Brisbane Entertainment Centre.

The driving force behind the program is ASM Global CEO and member of the Better Brisbane Alliance, Harvey Lister.

“Brisbane is a city that attracts global superstars and major events from around the world, and this initiative will encourage visitors coming to Brisbane to see these events to extend their stay in our city,” Lister said.

“MoreTix is a dynamic marketing initiative that will leverage Brisbane’s hero event venues to share this huge spotlight with smaller venues, event organisers and tourism experiences – something they would currently only get through paid advertising.”

BEDA CEO, Anthony Ryan, said the program would support the local events industry.

“Attracting a diverse calendar of major events and maximising the flow-on of economic benefits to local businesses such as hotels, tourism operators and event organisers, is a key priority as we prepare for Brisbane 2032,” Ryan said.

“Through MoreTix, visitors to Brisbane will be enticed to stay longer in the city and explore more of our incredible tourism and events experiences, with the potential to supercharge Brisbane’s visitor economy and increase expenditure and economic outcomes for the whole region.

“The Better Brisbane Alliance is about bringing together some of the city’s biggest champions to share business agendas, build mutual networks and open doors to make things happen.”

BEDA is exploring further opportunities with other ticketing providers and venues to increase the reach of the program.