Tourism & Events Moreton Bay Invites Australians to Rediscover Play This Summer

Tuesday 25 November 2025: Tourism & Events Moreton Bay has today launched a national campaign inviting Australians to rediscover the simple joy of play, underpinned by new consumer research and the region’s long-standing identity as Brisbane’s original coastal playground.

A national survey of 1,004 Australian adults revealed a marked decline in everyday play and spontaneity, despite Australia’s reputation for being outdoors-oriented and carefree. Almost half of respondents (45%) said they do not make enough time for fun, while 58% admitted they have forgotten how to be playful as they’ve aged. Cost of living pressures, household responsibilities and work commitments emerged as the main barriers.

The research also reinforced the benefits of play, with seven in ten Australians reporting they feel young again when doing something fun as an adult, and half noting that it improves their overall wellbeing.

Luke Edwards, CEO of Tourism & Events Moreton Bay, said the campaign responds to a sentiment that is both timely and deeply rooted in the region’s history.

“Moreton Bay has been a playground for generations - from the days when visitors arrived by steamer or Cobb & Co coach to swim, fish and reconnect,” Edwards said. “That same sense of freedom still exists today. The region offers a genuine antidote to Australia’s play drought, giving people permission to slow down, have fun and reconnect in simple, meaningful ways.”

Edwards said the campaign aligns closely with the brand promise that Moreton Bay is “Just Up The Road” - an effortless addition to a city itinerary or a short escape of its own.

“The campaign is PR led and lands at the exact moment most adults are running out of steam at work and at home. It meets people when they are looking for lightness, playfulness and a shift in pace,” he said.

The integrated campaign includes a PR launch timed to release the research findings, a Sunrise weather cross broadcasting live from Suttons Beach, and a native content partnership with Australian Traveller. It is supported by targeted social and digital activity and out-of-home placements across key drive markets.

To bring the message directly to travellers, Tourism & Events Moreton Bay will also host an activation at Brisbane Airport on Friday, surprising arriving passengers with a destination-branded ice-cream cart serving unique Moreton Bay flavours.

Ends.

Images here with passcode 3149.

For more information, interviews and images - please contact:

Heather Mollins - heather@commspeople.au or 0412421411.

Notes to editor:

Survey conducted by Pureprofile of 1,004 Australian adults nationally representative of the population in October 2025.