Memphis Tourism, in partnership with United Airlines and Globus family of brands, is excited to announce that its annual blues-inspired trade events are back this May, giving our Australian travel partners the chance to experience the Memphis soul.
The Memphis talent for this year’s trade showcase, the Grammy Award-winning bassist MonoNeon, will be flown in from the home of Blues, Soul & Rock’n’Roll and perform not only as the headliner at these key trade events but also the 25th edition of Blues on Broadbeach on the 16th of May.
The Memphis Tourism trade events will take place at Mary’s Underground in Sydney on the 12th of May, The Toff in Melbourne on the 14th of May, and a smaller VIP event at the NEW “Memphis Blues & Soul Bar” located in the Blues on Broadbeach Festival Precinct on the 16th of May.
The three-city trade roadshow has been designed to immerse travel partners in the culture, energy and musical legacy of the city, to inspire deeper engagement with Memphis as a must-visit U.S. destination.
One of Memphis’ greatest bass players, MonoNeon brings exceptional artistic credibility and global recognition and is no stranger to playing in Australia, performing at the Melbourne Jazz Fest in 2022, and in June 2025 as part of his “I Want Snacks & Gifts” tour.
MonoNeon is known as being one of the last musicians to work with Prince and has worked with an extraordinary roster of artists including Eric Gales, Mavis Staples, George Clinton, Nas, Ne-Yo, Mac Miller and Christone “Kingfish” Ingram to name a few.
He was also endorsed by Flea, from Red Hot Chilli Peppers, as “the greatest electric bass player”. MonoNeon has also collaborated with Fender Guitars on a signature instrument line, and for this year’s festival, MonoNeon is giving away a specially designed guitar worth $3,000 to a lucky festival attendee.
MonoNeon’s involvement in the 2026 Memphis showcase underscores Memphis Tourism’s commitment to delivering a culturally rich, authentic experience that resonates with Australian audiences, while strengthening awareness of Memphis as a vibrant, music-led destination.
The tourism board’s long-standing partnership with Blues on Broadbeach has seen some of the city’s most talented musicians make their way to Australia to entertain and inspire, building on the success of last year’s Memphis Tourism trade events, and the 2026 campaign featuring MonoNeon will be a memorable one.
“Along with our exceptional partners United Airlines and Globus, we are thrilled to bring the energy, culture and soul of Memphis to Australia once again. These shows are all about giving our travel partners an authentic taste of our music and heritage, while highlighting Memphis as a vibrant destination beyond the usual U.S. getaways,” said Chris Ingram, Director of Memphis Tourism Australia & New Zealand.
“With MonoNeon as our music ambassador, we are confident that these events will inspire and excite our Australian travel partners.”
Event Details
- Sydney — Tuesday 12 May 6-8.30pm – Mary’s Underground, Circular Quay – Sign up here
- Melbourne — Thursday 14 May 6-8.30pm The Toff, Curtin House – Sign up here
The 25th Blues of Broadbeach Festival will take place between 14th and 17th of May 2026 on the Gold Coast, Queensland, Australia.
For more info
- Explore more of Memphis here
- For more on Blues on Broadbeach, visit: bluesonbroadbeach.com
- Learn more about United Airlines here
- To learn more about Globus family of brands, visit: www.globusfamily.com.au
KARRYON UNPACKS: For advisors, Memphis Tourism trade events show how cultural immersion can drive destination sales, turning music heritage into a compelling hook for U.S. itineraries beyond the usual gateway cities.
This article is brought to you by Memphis Tourism, United Airlines, and Globus family of brands
