From beer yoga at Howard Smith Wharves to Riverlife's rock climbing along the Kangaroo Point Cliffs, a range of unique experiences in Brisbane and the surrounding region will be showcased in a fresh tourism campaign in the wake of ex-Tropical Cyclone Alfred which to date has cost operators $68 million from cancellations and disruptions.

As part of a broader initiative backed by the Queensland Government to drive visitation following the weather event, the Brisbane Economic Development Agency (BEDA) will target travellers across Australia and New Zealand with the 'Brisbane Favours the Bold' campaign.

The campaign, bolstered through partnerships with Virgin Australia, Expedia Group and TripAdvisor to drive bookings, also features notable Brisbane locals including comedian Christian Hull, Traditional Custodian and Djawun Tours operator Jason Murphy, and renowned chef Benny Lam.

Lam's Hong Kong-inspired restaurant and basement dumpling bar will be featured, as well as the Emporium Hotel South Bank, the NRL Magic Round, and more.

Lord Mayor Adrian Schrinner says the campaign will play a vital role in attracting visitors and supporting local businesses when they need it most, highlighting the people and places that make Brisbane "one of the best places in the world to live and visit".

“Vibrant precincts, world-class dining and blockbuster events have helped shape Brisbane’s reputation as Australia’s lifestyle capital," says Schrinner.

“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.

“Brisbane businesses don’t just provide more for people to see and do in our city, they provide jobs and help local residents put food on their table."

Minister for the Environment and Tourism and Minister for Science and Innovation, Andrew Powell, says the state government wants visitors - whether from interstate or overseas - to know that Brisbane is open for business.”

“Our tourism and hospitality operators are resilient, and they’re ready to welcome you back with open arms," Powell says.

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

BEDA CEO Anthony Ryan says the campaign will drive visitation across the entire Brisbane region which has also been impacted by Cyclone Alfred, including Moreton Bay, Redlands Coast, Scenic Rim, Ipswich and Logan.

"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," Ryan explains.

“Collaboration is the driving force behind everything we do, and this campaign is a powerful example of the region-wide partnerships we are leading to support recovery and accelerate growth in our visitor economy.

“Brisbane is a city that is bursting with energy - with exclusive major events, world-class restaurants, incredible nature and wildlife, and an unbeatable outdoor lifestyle."

Benny Lam, the culinary mind behind the subterranean Central, shares his passion for reimagining traditional Hong Kong cuisine in a city that’s among Australia’s most exciting food destinations.

“Brisbane’s restaurant scene has undergone a remarkable transformation with a growing appetite for bold, high-energy dining experiences at its heart,” Lam says.

“At Central, we’re bringing the energy and atmosphere of Hong Kong’s electric food culture – traditional techniques, elevated by bold global influence – with a bustling late-night atmosphere feeding into the city’s culinary buzz.

“Brisbane has always been home to great produce and passionate, innovative chefs; now it’s a destination for food lovers. I’m incredibly proud to be a part of that. There’s a confidence in our food culture that’s making the city one of the most exciting places to cook.”

At Howard Smith Wharves, Felons Brewing Co continues to capture Brisbane’s charming laid-back spirit with its unique and iconic beer yoga, featured in the campaign as the ultimate riverside wind-down.

Howard Smith Wharves co-founder Adam Flaskas has long championed Brisbane’s distinctive blend of adventure and lifestyle, and says the one-of-a-kind experience brings together movement, mindfulness and an ice-cold brew.

“Felons Yoga is all about celebrating Brisbane’s relaxed approach to living the good life,” Flaskas says.

“It’s a chance to stretch, breathe, and enjoy a great beer with mates – all while soaking up the iconic Brisbane sunshine and one of the best views in the city. It’s such a great example of how our city is championing new ways to connect and unwind.”

Launching today, the campaign will target Australian and New Zealand audiences across catch up TV, out of home, cinema, online video, PR, digital and social media.

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