Brisbane builds Olympic brand around sunshine and laid-back style
Brisbane's Olympic organisers are deliberately positioning the city as a friendly, optimistic, sunshine-filled destination for the 2032 Games.
Brisbane is crafting a new public identity ahead of the 2032 Olympics. Research showed the city should be known for friendliness and lifestyle, not for copying Sydney's image.
Organisers surveyed 3,000 people locally and overseas about what they thought of Brisbane and what would draw them here. Brisbane averages over 230 days of sunshine a year.
The city has one of Australia's youngest populations at a median age of 36.5. It was the only Australian city to make Time Out's top 20 friendliest cities list.
The Olympics are expected to bring $70 billion in economic value over two decades from 2032 to 2052. Brisbane is the smallest city to host a summer Olympics since Helsinki in 1952.
The city is shedding old nicknames like 'Brisvegas' and rebuilding its story on its own terms.
- 230+
- Sunshine days per year
- 36.5 years
- Median population age
- 70 billion dollars
- Economic value projection
- Helsinki 1952
- Smallest Olympics host since
Why it mattersHow Brisbane is branded to the world during the Olympics will shape global perceptions and tourism for years to come.
AustraliaBrisbane's identity will influence tourism and investment in Queensland, and define how Australia's third-largest city is seen internationally.
Corroborated bytheage.com.au·watoday.com.au
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