Why don’t cruise ships transit in Brisbane? (And how we can change that)

21 day Azamara Journey. Mooloolaba vs Brisbane!

My husband and I are dreaming of a special anniversary cruise. (To be honest, it’s my dream, he’d rather walk the Anapurna ranges). I found a stunning 21‑day Azamara itinerary, mapping tropical isles and idyllic harbours. but there’s a glaring omission: Brisbane! It hit me how odd it is that a city with a brand new, world‑class cruise terminal gets passed by? Why don’t cruise ships transit Brisbane more often? Lucky Mooloolaba!

I’ve long sensed part of the answer - cruise itinerary planners (often based in Miami or Europe) lean on what they know, not what’s new or under‑discovered. They look for destinations already well connected to the trade, with shore excursions already baked in. And Brisbane, despite its natural beauty and excellent location, is still under‑connected to that world.

But that’s changing - and here’s how Brisbane (thanks to the BEDA’s Trade Ready Cruise initiative - facilitated by us, Tonic Tourism Solutions), is stepping up.

A legacy of missed connection

To understand why Brisbane was overlooked, we need to look back. Before the construction of the Brisbane International Cruise Terminal (BICT), ships longer than ~270 m often had to call at cargo terminals, not ideal for cruise operations.

Upstream terminals like Portside Wharf (Hamilton) were constrained by height (Gateway Bridge) and length limitations.
Hence, cruise planners often defaulted to better-known ports or avoided risking uncertain logistics.

Further, many global cruise schedulers rely heavily on existing networks - new ports are a risk: will the shore-side experiences deliver, will the transit work, will passenger spend justify the deviation?

The turning tide

Today, Brisbane is no longer just an afterthought. The terminal (BICT) is real, capable of handling megaships, and already seeing increasing calls.

In 2023‑24, 196 ships brought nearly 980,000 cruise visitors.

Industry estimates suggest each ship call contributes approximately USD 620,000 to the local economy.

To accelerate readiness, BEDA launched the Cruise Tourism Trade Ready Program (developed and delivered by Tonic Tourism Solutions), helping local operators think, package, pitch and deliver for cruise lines.

And in a promising signal, Brisbane has won the bid to host the Australian Cruise Association conference in 2026. Australia Cruise Association

The infrastructure is catching up - now it’s down to the product, the connectivity, and the collective ambition.

What will make Brisbane irresistible to cruise lines?

Here is where I believe the magic lies - and where Tonic Tourism Solutions (and you, dear reader) can be part of it:

1. Trade‑ready, modular shore experiences
   Build tours that can plug into cruise schedules: half-day, full-day, clear pricing, logistics tested. Offer fallback routes, rain plans, consistent quality.

2. Thematic clusters & precinct circuits
   Instead of standalone “tourism gems”, group experiences into themed circuits (e.g. river + city + hinterland), ensure transport linkage, so guests can soak in Brisbane rather than just transit.

3. Better visibility and trade engagement
   We need to be present where the itinerary makers are. Trade shows, famils, buyer events, route development summits. A polished “Brisbane cruise call prospectus” (with experience menus, photos, metrics) is essential.

4. A united regional front
   Operators, councils, producers, transport, Indigenous groups - we need to cohere. One front, shared standards, cross-promotion. Consistency wins confidence.

5. Metrics and social proof
   Document every call’s yield: spending, enthusiasm, tour uptake. Use “proof of concept” calls (small ships) as launch stories to entice more calls.

6. Strategic incentives & support from government / port
   For new calls, consider reduced port fees or marketing support. Streamline customs/immigration turnaround. Position Brisbane as “open for business.”

7. Sustained momentum
   Cruise lines plan years ahead. We need a persistent commitment — not bursts of action. Every call, every marketing push, needs amplification.

To our fellow tourism operators & regional partners

If you have an experience, a regional gem, a local producer, a food & wine route, or a hidden wonder - don’t let it sit idle. Let’s make it cruise‑ready. Let’s package it, pitch it, test it. Because a single product, however amazing, won’t lure a cruise ship into port. But a connected, high‑quality, credible network might.

If you’re wondering whether your offering can fit into a cruise schedule - message us. Let’s explore its “cruise fit” together.

When I look ahead to that anniversary cruise, I want to see Brisbane on the map - not skipped. And I’d love for you to be part of making that happen.