Tech companies campaign to bring SXSW back to Australia
· Michael West
Since its inception in 1987 as a small music festival in Austin, Texas, South by Southwest (SXSW) has evolved into a global convergence of music, film, interactive media and technology. In recent months, a coalition of Australian tech firms—including Atlassian, Canva, and local startups from Sydney, Melbourne and Brisbane—has launched a grassroots campaign to persuade the Queensland government to host an SXSW‑style event in Australia. The initiative, dubbed “SXSW Australia,” argues that the festival’s reputation for launching new products and fostering cross‑industry collaboration could accelerate the state’s ambition to become a leading tech hub, complementing Brisbane’s bid to host the 2032 Olympic Games.
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Proponents point to the economic upside: a single SXSW‑style weekend could generate an estimated $200 million in tourism revenue, create temporary and permanent jobs, and attract venture capital to local startups. They have already secured preliminary support from the Queensland Department of Industry, Innovation and Science, and are lobbying the Premier’s office with a petition that has gathered over 30,000 signatures. Critics, however, warn of logistical challenges—such as the need for upgraded venue capacity, security infrastructure and transportation planning—and the risk of diverting public funds from other priorities. The campaign’s next steps include a formal proposal to the Queensland Parliament, a feasibility study by the Brisbane Convention and Exhibition Centre, and a series of stakeholder meetings slated for late 2026. If approved, SXSW Australia could debut in 2028, positioning Brisbane as a new nexus for global