Cyclone Alfred: Brisbane tourism campaign to lead bounceback

The tourism sector was king-hit by Cyclone Alfred – but now it’s fighting back with a number of secret weapons.

Brisbane will move to lure back visitors after Cyclone Alfred.

A new tourism campaign launching on Tuesday will aim to entice travellers back to Brisbane as economic data reveals the impact of Cyclone Alfred cost the state capital’s tourism sector almost $70m.

The campaign, spearheaded by the Brisbane Economic Development Agency and the state government, will refresh the “Brisbane favours the bold” push from last year, with a new emphasis on cyclone recovery for the tourism and hospitality sectors.

It comes after the launch of a state government campaign last weekend to offset the multimillion-dollar disaster, while a Gold Coast push is offering visitors $50 discounts on hundreds of tourism experiences.

The new Brisbane pitch employs notable Brisbane locals including comedian Christian Hull, traditional custodian and Djawun Tours operator Jason Murphy and renowned chef Benny Lam to sell Brisbane to travellers from across Australia and across the ditch in New Zealand.

The campaign is expected to drive visitation across the entire Brisbane tourism region which includes City of Moreton Bay, Redlands Coast, Scenic Rim, Ipswich and Logan.

Anastasia Yves and Natasha Rabbitt at Howard Smith Wharves, one of the destinations promoted in the new Brisbane tourism campaign. Picture: Jared Vethaak

It will appear nationally and in New Zealand across on demand television, billboards, cinemas, digital and social media platforms.

The campaign will be further boosted by partnerships with Virgin Australia, Expedia Group and TripAdvisor, in a bid to drive bookings and help businesses recover from ex-Tropical Cyclone heading into Easter and beyond.

Brisbane Lord Mayor Adrian Schrinner said the cyclone had taken a heavy financial toll on the city’s tourism and hospitality sectors.

“As Tropical Cyclone Alfred approached our city, many Brisbane businesses closed their doors to help keep their staff and their customers safe but this came at a cost,” he said.

“That’s why we’re moving quickly to help Brisbane bounce back from ex-Tropical Cyclone Alfred as quickly as possible.

“This campaign will continue to support local operators by highlighting the people and places that make Brisbane one of the best places in the world to live and visit.”

Queensland Tourism Minister Andrew Powell said the state’s tourism and hospitality operators were “resilient, and they’re ready to welcome you back with open arms.”

“That’s why we’re supporting this campaign to urge people to visit our great state capital,” he said.

Some of Brisbane’s best bars, restaurants and tourist attractions feature in the new campaign. . Picture: Jared Vethaak

BEDA chief executive Anthony Ryan said he hoped the campaign would help continue the momentum the city’s tourism scene was building before Cyclone Alfred’s gatecrashing arrival.

“The effects of Cyclone Alfred have been deeply felt across our tourism and events industry, and this campaign is part of our determined effort to support local operators, rebuild momentum and drive strong visitor demand across the entire region,” he said.

Howard Smith Wharves CEO Luke Fraser said Cyclone Alfred had been “challenging for our whole community”.

“We’re incredibly fortunate that the cyclone was downgraded, sparing Brisbane from the worst of it,” he said.

While many businesses weren’t physically damaged, they still had to close on what are typically their busiest trading days.

“Hospitality businesses are a vital part of our community and now is a great time to get out and support your local favourites.”

Originally published as Cyclone Alfred: Brisbane tourism campaign to lead bounceback