The campaign, “Brisbane Favours the Bold”, is being delivered by the Brisbane Economic Development Agency, which aims to capitalise on global interest in the city ahead of the 2032 Olympic and Paralympic Games.

The city boasts an acclaimed dining scene, new luxury hotels, riverside galleries and museums, tropical islands, ancient rainforests and an events calendar full of concerts, sport and business events.

“Brisbane’s popularity as a holiday destination continues to soar as we attract incredible accolades from global publications such as TIME, Frommer’s and The New York Times that highlight everything our great city has to offer,” says Brisbane Lord Mayor Adrian Schrinner.

“Victorian and NSW travellers are the most eager, with visits from those states up on average 19 per cent [from 2022 to 2023].

“Our new tourism campaign will debut during the AFL’s opening round [from 8 March, 2024] showcasing Brisbane’s world-class culinary scene, packed major events calendar and stunning natural wonders – inspiring our southern neighbours to book their next trip to Australia’s best city.

“Internationally, we continue to support new aviation routes to Brisbane from key markets, including China and North America, inviting visitors from around the world to enjoy the best of Brisbane.”

Recent accolades for Brisbane include being the only Australian city named among The New York Times’ “52 Places to Go in 2024”, and Tangalooma Beach on Moreton Island/Mulgumpin named one of Lonely Planet’s “World’s Best Beaches”.

TIME also recently included Brisbane among its “World’s Greatest Places of 2023”, while Fortitude Valley’s Agnes Restaurant was crowned “Restaurant of the Year” in 2023 by Gourmet Traveller.

Brisbane’s new $3.6 billion entertainment and leisure destination, Queen’s Wharf Brisbane, will open in stages from August 2024, with four new luxury hotels, luxury retail, public space and more than 50 restaurants and bars.