For real life! Take the kids to Bluey’s world in Queensland: Travel Weekly Asia

What began as a playful catchphrase in Australia’s global cartoon phenomenon has quickly turned into a thriving tourism attraction in Queensland. Since opening in November 2024, Bluey’s World has welcomed 200,000 visitors, and thanks to its success, the immersive experience has been extended until February 2026.

This 4,000 square metre attraction at Brisbane’s Hamilton Wharf brings Bluey’s Queenslander home, backyard, and neighbourhood to life, capturing the hearts of fans worldwide. It was one of the star attractions at the Australian Tourism Exchange (ATE) 2025, with officials praising the cultural icon’s contribution to boosting tourism numbers.

A Queensland icon in the making

Since its debut in 2018, Bluey, with her distinct blue and orange hues, has become a household name across the globe. Now, the popular character is painting Queensland’s tourism landscape with success. Bluey’s World, a 70-minute immersive adventure at Northshore Pavilion along the Brisbane River, was even named one of TIME Magazine’s 2025 World’s Greatest Places to Visit.

“Bluey is something that brought Australians together during the pandemic,” said Andrew Powell, Minister for the Environment and Tourism, at ATE2025. “Now she’s an ambassador for us into a whole lot of other markets.”

With high hopes, Powell expects Bluey’s World to draw another 200,000 visitors, contributing around A$18 million to Queensland’s economy through accommodation, dining, and hospitality services.

A global following, with Asia on the rise

Families can expect interactive, immersive experiences at Bluey’s World, including exploring Bluey’s Queenslander home, backyard, and neighbourhood, with fun activities for kids and adults alike. Photo Credit: ATE25

Bluey’s World has attracted fans from the US, UK, Canada, New Zealand, and Singapore. However, its influence in Asia is growing rapidly, with the Philippines showing strong interest and Japan emerging as an exciting new market.

“We just did a Bluey activation at the World Expo in Osaka. In Japan, it is an emerging market for Bluey, and they love it. So, it’s really exciting to see that pop up,” said Georgia Linton, global consumer PR leader at Tourism and Events Queensland.

Rosie Fraser, General Manager of Bluey’s World, believes the universal family theme of the show contributes to its global success. “Because of the international message of the family environment that Bluey has, it’s very translatable to different environments and countries.”

A growing partnership with Asia

Bluey’s World has partnered with Asian companies, including Singapore Airlines and Pelago, and ATE2025 has provided a valuable opportunity to explore new trade possibilities. With the extension through February 2026, Bluey’s World is well-positioned to become a key part of Australian itineraries, especially for family travel during school holidays and Lunar New Year. As Bluey herself would say, “Wackadoo!”