Brisbane is on the cusp of something extraordinary. With the 2032 Olympic and Paralympic Games fast approaching, now is the time to reimagine how we present ourselves to the world — and to each other.

At last Friday’s Brand Brisbane: From Big Country Town to New World City and Beyond Lunch, delivered in partnership with BEDA, leading voices from across the city gathered to ponder the past, present and future of how we present ourselves as a city.

The event unfolded across three hours, with three distinct panels, each capturing a different era of Brisbane’s evolution: a nostalgic look back at our roots, a reflection on where we stand today, and an ambitious look forward at what we need to become.

Starting with the past, attendees were treated to a trip down memory lane, including with early TV ads from the then ‘Brisbane Marketing’. Laughs ensued as author- and star of the ads- Nick Earls, shared anecdotes about the background to Brisbane choosing a writer as the star of the campaign, and the trials and tribulations of filming the commercials. Panellists held a shared sense that Brisbane’s reputation has long lagged its reality. While the city has transformed itself and now features a thriving cultural scene, world-class education and hospitality sectors, and a growing economy, it’s still often seen through an outdated lens. Wilvest Chairman, Steve Wilson AM, noted he is encouraged by visitors no longer seeing the city as a gateway, but as a destination in and of itself.

The ‘present’ panel picked up on the first panel’s discussions and had a debate amongst themselves about whether the city should throw off- or embrace- its ‘big country town’ moniker. With the panel divided – two for and two against- they did agree we need to capture the spirit of the city in our branding. This includes its optimism, openness and warmth, with a focus on ensuring it resonates with locals. Comparisons to other Australian cities were no longer considered as needed, as the city deepens its self-assurance.

The third and final panel were tasked with foretelling Brisbane’s future brand and identity. Some panellists reinforced the importance of slogans and taglines to help channel and focus (noting the need to stay away from stating basic geographical facts, like ‘the River City’), while others felt it is hard to capture and embody the feeling of Brisbane in a throwaway line. All felt strongly about the need to take bold action and evolve with our ambitions. A focus on the night-time economy, transport and regulatory reform were particularly called out by Queensland’s Night-Life Economy Commissioner, John “JC” Collins. And at the end of the panel, 15-year old special guest speaker, Claire, brought the conversation back to the future as she shared what a Brisbane beyond the Games must hold to retain the city’s youth.

There was no doubt in the room that Brisbane is on the cusp of a new era. The Olympic and Paralympic spotlight offers a rare and powerful opportunity not just to showcase our city, but to reimagine it. From unlocking the potential of Moreton Bay and the river to rethinking how we move, gather and celebrate, this is a time for bold, inclusive thinking.

The Committee for Brisbane thanks Event Partners, Brisbane Economic Development Agency, Major Sponsor, Urbis and Support Sponsor, McCullough Robertson for supporting the event.

As we count down to 2032 and look beyond the Games, Brisbane has a once-in-a-generation chance to define itself on the world stage. With ambition, creativity and collaboration, the city is poised to step confidently into its future — not as a second Sydney or Melbourne, but as Brisbane: playful, green, welcoming, and uniquely world-class.

Thank you to our panellists

Panel 1: The way we were.

Nick Earls, Acclaimed Author, and ‘face of Brisbane’ circa 2001

Roxanne Hopkins, Executive Director Marketing and Ticketing – QPAC

Steve Wilison AM, Wilvest

Moderated by Ross Elliott (Inaugural CEO, Brisbane Marketing)

Panel 2: Look at us now!

Anthony Ryan, CEO – BEDA

Kath Rose, Owner – Kath Rose & Associates

Luke Fraser, CEO – Howard Smith Wharves

Moderated by Sofie Formica – 4BC

Panel 3: Tomorrow the world!

John ‘JC’ Collins – Night-Life Economy Commissioner

James Tuma, Managing Director – Urbis

Chris Jones, Editor – The Courier-Mail

Moderated by Kat Feeney – ABC

Plus, special guest Claire.

Check out the event photos here.

The Queensland Government’s new 20-year tourism plan, Destination 2045: Queensland’s tourism future, was launched this month.

Destination 2045 offers a roadmap to support Queensland’s tourism industry, and for Queensland to become an even more exciting and ‘must-visit’ destination for domestic and international travellers.

In the lead up to 2032 and beyond, it’s critical that Queensland and Greater Brisbane capitalise on the tourism benefits from the Games, while also supporting an innovative, sustainable and diverse tourism industry.

See Destination 2045 here.

One of Brisbane’s most iconic tourism hotspots is set to be transformed into an even more premier eco-tourism destination.

Brisbane City Council’s Mt Coot-tha master plan, announced this month, will develop the Botanic Gardens as well as the Sir Thomas Brisbane planetarium.

The master plan will be led by the Brisbane Sustainability Agency.

Only minutes from the Brisbane CBD, this is an exciting opportunity for the city and will enhance Mt Coot-tha’s position as a drawcard for international visitors.

Read more about BCC’s plans here.

Brisbane Open House’s 2025 program has officially launched, which will be its biggest program in five years.

Over 19 and 20 July, the Brisbane Open House program will include 90 buildings, 45 walks, talks and tours, and over 40 heritage icons. Ten architect-designed residences will also feature.

This key annual event has been running since 2010, attracting upwards of more than 80,000 visits each year across a range of sites.

Most events are free to attend but require a booking in advance. For more information please see Brisbane Open House here.

With seven years to go until Brisbane takes the world stage, it’s time to look at how we harness our collective ambitions to catalyse positive change and accelerate our shared vision for a diverse, resilient, thriving economy.

Drawing on data, modelling, and insights from past Games, this event explores the long-term economic potential the Games can deliver across Queensland and beyond.

Join us for the launch of Deloitte Access Economics’ latest report: Going for gold: The economic opportunity from a legacy-driven Olympic and Paralympic Games Brisbane 2032, as we bring together leaders at the forefront of delivering the Games.

Register here.

Brisbane City Council’s (BCC’s) annual budget has been handed down, with key highlights of the $4.1 billion budget including:

• Reimagination of Mt Coot-tha
• $1.9 million to plant new trees along transport corridors to Olympic and Paralympic Games venues
• A reduction in net debt by 21 per cent (to 2028-29)
• $18 million for the Story Bridge, which includes new decking and further investment in maintenance and other works
• A new Coffee Carts in Parks program for coffee carts and food trucks to operate in more than 100 sites across Brisbane
• Pine Mountain Quarry rehabilitation, restoring koala habitat adjacent to Whites Hill Reserve
• $3.5 billion for Better Suburbs – representing 85% of BCC’s spend.

See more on BCC’s budget here.

Brisbane Festival has launched its 2025 program, which is its most expansive to date.

This year’s program invites audiences to experience Brisbane ‘anew’, from whale bones on the Brisbane River to a world-premiere dance trilogy and bridges reimagined as vibrant works of art.

With 106 productions, 21 world premieres and over 1000 performances, and running from 5 to 27 September, Brisbane Festival promises to be an exciting opportunity for residents and visitors alike.

See more information on Brisbane Festival here.

With the 2032 Delivery Plan providing clarity on major venues, momentum is building to embed circular economy principles into every stage of planning and delivery.

At our recent ‘Business of the Games: Circular Economy’ event hosted by Aurecon the panel discussion highlighted the need to act now—designing infrastructure that reduces waste, prioritises reuse and recycling, and delivers long-term value for communities.

There was a strong focus on leveraging the Games as an opportunity for economic development, equity, and innovation, supported by infrastructure and policies that enable circular practices.

Thank you to our panellists:

• Dr Andrew O’Neill, Chief Scientist – Healthy Land and Water
• Todd Pepper, Director – Rino Recycling
• Kate Harding, Sustainability Manager – Stadiums Queensland
• David Radich, Manager – Economic Development and City Planning – Logan City Council,
• Moderator: Danette McLean, Circular Economy Lead Qld – Aurecon

Our panel called for governments to lead by example, adopting procurement strategies that favour recycled materials and incentivise sustainable industry development. Protecting natural systems was framed not just as environmental stewardship, but as essential to human wellbeing.

The conversation painted a clear picture: achieving the world’s greenest Games will require bold, immediate action, industry and government collaboration, and a commitment to designing for a legacy that benefits both people and the planet.

Thank you also to our Event Hosts, Aurecon.

Check out the event photos here.

Nominations are still open for the 2025 Lord Mayor’s Multicultural Business Awards — celebrating the remarkable achievements of individuals from diverse cultural backgrounds who are driving innovation, creating jobs, strengthening communities, and inspiring the next generation through business success.

This year, there four award categories:

• Nick Xynias Multicultural Young Business Person of the Year
• Multicultural Entrepreneur of the Year
• Multicultural Business Person of the Year
• Multicultural Emerging Leader of the Year

🏆 Nominations close Sunday, 6 July – less than a week to go!

🔗 Submit a nomination or apply now: https://bnecouncil.cc/4j1F5Z4

Winners will be announced at one of Brisbane’s most anticipated multicultural events — the Lord Mayor’s Multicultural Business Awards event, taking place on Friday, 14 November 2024 at City Hall.

The June 2025 Queensland Government budget is the first budget from Premier David Crisafulli and Treasurer David Janetzki.

The State’s budget features a range of measures and expenditure focusing on housing, cost of living relief and public safety.

Key figures include an operating deficit forecast of $8.6 billion (for 2025-26) and forecast gross state product growth of 2.75% in 2025-26.

The budget papers highlight:

• A $116.8 billion 4-year capital program, with a strong focus on grants to local governments and non-government organisations, and infrastructure renewal and disaster affected recovery.
• Establishing a $1 billion Queensland Government Digital Fund to streamline access to government services.
• $2 billion over 4 years for trunk and essential infrastructure as part of the Residential Activation Fund.
• Permanency for 50 cent public transport fares.
• $1.5 million for annual holding and valuation costs associated with South Brisbane’s Visy Site, which will become a Queensland Government asset in 2025-26.
• $5.75 billion for Faster Rail between Logan and the Gold Coast, jointly funded with the Australian Government.
• Capital grants totalling over $95 million as part of the SEQ City Deal, relating to the Innovation Economy Fund, resource recovery and the Resilient Rivers Initiative.
• Partnering with the Brisbane City Council to establish a new Gold CityGlider service connecting Brisbane’s inner-city suburbs with the CBD.

2032 Olympic and Paralympic Games-related expenditure, over the next 4 years, includes increased funding of $308.5 million to deliver new and upgraded venues (as part of the total $7.1 billion 2032 Games Venue Program). Additional Games-related expenditure includes:

• $950 million for the Athletes Village (as part of a total villages provision of $3.5 billion).
• $101.9 million for Games responsibilities across a range of Queensland Government departments.
• $832 million to begin procurement and delivery of Games venues.
• Funding for The Wave: Heavy rail to Birtinya and metro to Sunshine Coast Airport.

Join our network of city trailblazers and influential leaders in business and corporate life, government, the creative industries, sport, higher education and community organisations.

View our membership brochure here. Or click here to apply online.