British and Irish Lions deliver huge windfall for Qld ahead of Wallabies showdown

The test series hasn’t even started yet, but Queensland is already the big winner from the British and Irish Lions rugby tour.

Ali Bierza with Fiona Sowell and Georgina Bourne from London, are British and Irish Lions fans, on the pool terrace at Emporium Hotel with Bloody Marys and a Guinnes. Picture: Steve Pohlner

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It’s the epic sporting spectacular 12 years in the making – and Queensland is already the winner in a $55 million windfall for the Sunshine State.

With the British and Irish Lions rugby union team set to take the field at a sold-out Suncorp Stadium against the Wallabies on Saturday night, their 40,000-strong army of travelling fans have already been conquering Queensland in an extraordinary statewide spending spree.

The benefits will extend far beyond full-time in the Brisbane Test match, with “Super Bowl-style” tourism ads to be broadcast during the game to a massive audience watching from the UK, where thousands more sports fans will be planning trips for this summer’s Ashes cricket series Down Under.

According to data from Brisbane Economic Development Agency, Brisbane hotels are sitting at 93 per cent occupancy for the weekend – way above the numbers for State of Origin and NRL Magic Round, while the city’s bars have been stockpiling huge quantities of beer and rostering on extra staff for the travelling hordes who are estimated to have booked more than 250,000 nights’ accommodation for their time in Queensland.

Lions and Wallabies fans Harrison Crosbie 9, Winnie Walters, 9, Rosie Walters, 7, Henry Mackay, 9 and Miles Crosbie 6 are excited for Saturday night’s game. Picture: Nigel Hallett

Hotels on the Gold Coast are at more than 80 per cent occupancy this weekend as many of the tourists opt to stay on the Glitter Strip with almost 50 buses to transport an estimated 3000 Lions fans up the M1.

Tangalooma on Moreton Island/Mulgumpin has experienced a 40 per cent increase in visitors from the UK while day trip numbers are also far above expectations.

The island resort has also hosted British social media influencer The Rugby Guy this week.

Further afield, Kingfisher Bay resort at K’Gari has seen a 168 per cent increase on visitors from Britain and Ireland compared to the same time last year.

Tourism Minister Andrew Powell said he was thrilled with the impact of the British and Irish Lions’ tour on the state.

“The influx of visitors is making a major contribution to Queensland’s visitor economy, with local cafes, accommodation and, of course, pubs all benefiting from people who’ve come to enjoy the rugby,” he said.

L to R, Ali Bierza with Fiona Sowell and Georgina Bourne from London, are British and Irish Lions fans, on the pool terrace at Emporium Hotel with Bloody MaryÕs and a Guinnes, Brisbane, on Friday 18th July 2025 - Photo Steve Pohlner

“The added benefit is the television coverage to millions of homes throughout the world, showcasing Queensland and all the wonderful things we have to see and do.”

Tourism and Events Queensland CEO Craig Davidson said the Lions tour was delivering an incredible opportunity for the state’s tourism operators.

“This really demonstrates the value of events in pulling large numbers of visitors to Queensland to help fill our hotels, restaurants, cafes and other attractions,” he said.

“For some time now, we’ve been heavily promoting multi-destination Queensland packages to Lions’ fans in the UK, encouraging them to travel into regional areas so they experience as much of our beautiful state as possible while they are here.”

Brisbane City Council Civic Cabinet Chair for Community and the Arts, Councillor Vicki Howard, said excitement was building across the city ahead of the blockbuster first Test.

“The tour will put Brisbane on the world stage as fans gather from far and wide, filling our hotels and lifestyle precincts, and driving visitors to restaurants and tourism experiences across the city and suburbs,” she said.

Tourism Australia ambassador Ruby the kangaroo – voiced by Hollywood star Rose Byrne, will implore television viewers watching from the northern hemisphere to “Give Australia a Try”.

It is the latest in a growing number of sporting spectaculars to pour rivers of gold into the Queensland economy, following the success of the 2023 women’s soccer World Cup and last summer’s visit from the Indian cricket team.

In Pictures: Reds vs British & Irish Lions

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Brisbane’s Emporium Hotel is completely booked out this weekend with Lions fans taking over the luxury establishment for their time in the River City.

Pommy expat Ali Bierza got into the spirit with Londoners Fiona Sowell and Georgina Bourne at the Emporium, which has been serving plenty of pints of Guinness and a special Lions Bloody Mary with red wine and volcanic rock salt.

Hotel guests have been visiting local tourist attractions such as Lone Pine Koala Sanctuary as well as expanding their sporting horizons by getting tickets to cheer on the Dolphins as well as our own Lions – of the AFL variety, at the Gabba.