Sydney, Australia — More than 100 Australian technology companies have launched a coordinated campaign to bring the renowned South by Southwest (SXSW) festival back to the country, potentially relocating it to Brisbane as part of preparations for the 2032 Olympic and Paralympic Games.

The push, reported by Michael West Media on February 3, comes less than a month after organizers announced in mid-January that SXSW Sydney would not proceed in 2026, ending a three-year run in the New South Wales capital that generated an estimated A$276 million in cumulative economic impact but ultimately proved unsustainable amid changing market conditions and the withdrawal of government funding.

Representatives from startups, scale-ups, and established tech firms are urging state and federal governments to support a renewed bid for the global conference, which blends music, film, interactive media, and technology innovation. Proponents argue that hosting SXSW in Brisbane could supercharge the local ecosystem, attract international investment, showcase Australian creativity on a world stage, and align with the city’s Olympic ambitions to position Queensland as a hub for emerging technologies.

The campaign highlights SXSW’s previous success in Sydney, where attendance grew to more than 345,000 across its final edition in 2025—a 15% year-on-year increase—despite broader challenges in the live events sector. Organizers cited “prevailing market conditions” and difficulties in securing ongoing support from the NSW Government and partners like Destination NSW as key factors in the cancellation. The event, which ran from 2023 to 2025 under a licensing agreement with SXSW LLC and local operator TEG, had been backed by multimillion-dollar public investments, including franchise fees and grants.

Industry voices expressed disappointment at the Sydney edition’s end but see opportunity in a fresh start elsewhere. “SXSW brought global attention to Australian innovation and helped build networks that extended far beyond the event itself,” said one tech executive involved in the campaign, speaking on condition of anonymity. “Relocating to Brisbane ahead of the Olympics would create momentum for our sector at a critical time, especially as we compete with rising hubs in Asia and the United States.”

Brisbane’s bid gains traction from its selection as host of the 2032 Games, awarded unopposed by the International Olympic Committee in 2021. The decade-long runway to the event includes plans to enhance digital infrastructure, foster innovation districts, and promote Queensland as a smart, sustainable city. Campaign supporters argue that SXSW could serve as a high-profile precursor, drawing tech talent, investors, and media in the lead-up to 2032 while leveraging existing venues like the Brisbane Convention & Exhibition Centre.

The original SXSW launched in Austin, Texas, in 1987 as a music festival before expanding into film and interactive tracks, becoming a premier platform for showcasing startups, emerging artists, and cutting-edge ideas. Its Sydney spin-off debuted in October 2023, filling the ICC Sydney and Darling Harbour venues with panels, showcases, and performances. Despite positive attendee feedback and growing numbers, critics noted high costs, competition from events like BIGSOUND in Brisbane, and economic pressures on the live sector post-pandemic.

The new campaign calls for governments to explore partnerships with SXSW LLC and Penske Media Corporation, the global rights holder, to secure a future edition. It emphasizes potential benefits including job creation in tech and creative industries, boosted tourism, and enhanced international branding for Australian innovation. Queensland’s government has yet to comment publicly on the proposal, but sources indicate early discussions could involve Destination Brisbane and Olympic legacy planning.

Tech leaders point to the event’s role in global networking as particularly valuable amid Australia’s push to compete in AI, quantum computing, and clean tech. “Events like SXSW don’t just bring crowds—they create ecosystems,” said a spokesperson for the campaign group. “With the Olympics on the horizon, Brisbane is the logical next home to keep that energy alive.”

The cancellation of SXSW Sydney sparked mixed reactions. Some industry figures called it a “complete waste” of taxpayer funds, citing over A$12 million in public support, while others lamented the loss of a platform that elevated Australian voices on the world stage. Attendance and economic figures from the final years suggest the event had built momentum, but commercial realities for operators prevailed.

If successful, a Brisbane edition could debut as early as 2027 or align closer to the 2032 Games, potentially integrating with Olympic cultural programming. The campaign urges swift action to maintain Australia’s place in the global tech calendar.

SXSW remains committed to its flagship Austin event, set for March 2026, but has not ruled out future international expansions. For now, Australian tech advocates are rallying support to ensure the conference’s innovative spirit returns Down Under.