Brisbane Pop-Up returns to reconnect and reinvigorate the city’s events industry - Choose Brisbane


Brisbane Pop-Up returns to reconnect and reinvigorate the city’s events industry


Brisbane Economic Development Agency’s (Brisbane EDA) signature annual event Brisbane Pop-Up returned for its 13th year on Thursday 5 November, reconnecting the city’s event buyers and sellers.

Held at the Sofitel Brisbane Central the space accommodated 67 sellers on the exhibit floor – a mixture of accommodation providers, venues, service providers and suppliers to the city’s event industry.

In line with the COVID Safe event guidelines, Pop-Up welcomed 138 event buyers and planners over three timed sessions throughout the day.

Juliet Alabaster, General Manager, Tourism, Business & Major Events at Brisbane EDA, said this year’s Pop-Up was more important than ever to showcase the city’s capability for holding COVID Safe events, and to reconnect an industry that’s been heavily impacted by COVID-19 restrictions.

Brisbane Pop Up

“This year’s Pop-Up was about restoring confidence in event planners and giving them the opportunity to see how it can be done, and connecting them with the suppliers who are ready for business and operating in line with COVID guidelines,” Ms Alabaster says.

“Of course, this year’s event was physically different. As our buyers arrived, they took part in hands-free registration, used our sanitising station, and followed our pathway inside the exhibit hall to ensure they were physically distanced.”

“We still did all of the usual prizes and gift bags, and buyers and sellers got to network one-on-one, something that hasn’t happened in our industry for basically all of this year.”


Head of Event Services at Brisbane EDA, Lorelle Chittick, says that a lot of Brisbane event suppliers, services, venues and accommodation providers spent the downtime this year developing new products and services and refurbishing premises.

“With restrictions easing in the Sunshine State, Brisbane’s event industry is ready to restart,” she says.

“The exhibition hall at Pop-Up was filled with such a sense of positivity and optimism and the love for Brisbane was strong.

“It was very evident that our industry needed Pop-Up and we’re proud to have been able to deliver a face-to-face event to facilitate that reconnection.”

Watch the highlights from Brisbane Pop-Up here.