Brisbane’s Cruise Trade Ready Workshops Set a New Benchmark in Shore Experience Innovation

The Cruise Trade Ready Workshops, delivered in partnership by BEDA and Tonic Tourism Solutions, have proven to be a game-changing initiative, not just for the local tourism operators who took part, but for Brisbane’s cruise future.

Over the course of the program, a hand-picked group of Brisbane tourism businesses embarked on a dynamic journey to refine, reposition, and elevate their products for the global cruise market. From immersive walking tours to authentic cultural experiences and high-energy urban adventures, these offerings are now cruise trade-ready—professionally packaged, vetted, and aligned with international standards.

The Benefits: A Win for All

For Brisbane:

Brisbane is rapidly strengthening its position as Australia’s most accessible, immersive cruise port. With a growing number of international cruise ships docking each year, the city is now well-equipped to offer high-quality, trade-ready shore experiences that meet the evolving expectations of cruise passengers.

For Tourism Operators:

Participating businesses gained direct access to expert mentoring, hands-on workshops, and live feedback from Tonic Tourism’s cruise specialists. From product development and pricing to trade marketing and pitch practice, each experience was refined for cruise compatibility, opening doors to new distribution channels and long-term growth.

For Cruise Buyers:

The Cruise Trade Showcase was the ultimate highlight, a high-impact event where buyers connected directly with local operators and were presented with products that had already been through a rigorous development process. This meant no guesswork: every experience was ready to plug into cruise line schedules and shore excursion portfolios.

Why This Matters

Cruise lines are increasingly seeking authentic, immersive, short-duration experiences, and Brisbane’s new offerings tick all the boxes. From arrival to departure, these tours have been designed with passenger expectations, logistical realities, and trade needs in mind.

In a city brimming with potential, the Cruise Trade Ready Program has helped transform local experiences into global cruise product, and we can position Brisbane as a standout destination on the international stage.