Ann Wason Moore says Gold Coast needs to work on it’s ‘bleisure’ to secure the spot above Brisbane in tourism
Ann Wason Moore says this new ‘bleisure’ trend in tourism is just the trick we need to finally beat Brisbane. See what we need to do
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If there’s one thing that proves my credentials as a true blue Gold Coast local, it’s my disdain for Brisbane.
I just can’t see the point of Queensland’s capital city.
If you’re looking for the energy and culture of a thriving metropolis, surely Sydney or even Melbourne makes more sense.
If you’re looking for a fantastic climate and beachfront lifestyle, you cannot go past the gorgeous GC.
Brisbane is what you choose when you have no choice. You have to live there because that’s where work is, or your family forced you.
Which is why it irked me no end that Brisbane was the only Australian city listed in Time Magazine’s 50 greatest places in the world.
So close, yet so far.
Specifically, 85km too far north.
Look, I can see that those who have never visited our fair city might see Brisbane as a great destination. But the fact is … we’re better.
In fact, the very aspects which the magazine listed as our sister city’s best attributes are ours as well: sports and sun.
While Brisbane seems very satisfied in claiming the 2032 Olympics as its own, it’s actually an event for the entire southeast region – including, of course, our own superstar city.
Still, I can’t blame Brisbane Lord Mayor Adrian Schrinner for basking in the glory, which is exactly what he did during an interview with ABC Brisbane.
"It’s really exciting – Time Magazine has 20 million subscribers around the world … this is just one of those things that helps elevate Brisbane from a tourist point of view.
"The things they (Time Magazine) mentioned really referred to the momentum that Brisbane has – the Olympic and Paralympic Games that are coming, the women’s soccer World Cup, and the investment in infrastructure and facilities like Queens Wharf,” he said.
"They also mentioned direct flights, but then they also mentioned some of our precincts like James St and Fortitude Valley, which was great.”
Okay, so we’re not hosting any FIFA soccer matches (although we could have) but we do have plenty of investment in infrastructure and facilities (looking at you, light rail and HOTA), as well as international direct flights and amazing night-life precincts from Southport down to Palm Beach.
But enough of my sour grapes.
In fact, the most interesting part of Time’s list was the inclusion of the city Tampa, Florida.
The magazine justified the inclusion of this American seaside city as such:
“Tampa finally take(s) full advantage of what’s been here all along – water, water, everywhere, between the Hillsborough River and Tampa Bay.
“With Tampa’s … easy access to the art-loving, dog-friendly city of St. Pete; and plenty of sun, sand, and sea in nearby Pass-a-Grille Beach and Clearwater; there’s never been a more appealing time to touch down.
“The city has become an entrepreneur and millennial-magnet, with bleisure a way of life.”
Samesies!
Here on the Gold Coast, there is already a push to better connect the amenities of Surfers Paradise between the river and the beach, I’ve already mentioned HOTA, plus we have more dog-friendly eateries, parks and beaches than you can throw a stick at … and don’t even get me started on our access to sun, sand and sea.
But what really interests me is the mention of this ‘bleisure’ market.
Bleisure is the horrible portmanteau of business and leisure given to the newest sector of tourism which, according to Forbes, is taking the world by storm.
"Bleisure was growing before the pandemic but has taken off recently,” states Forbes.
“A whopping 89 per cent of people plan to add personal vacation time to their business travel this year – many of whom will bring family and friends along.”
Gold Coast, this is our brand.
By adapting some of the tricks of Tampa, we can best both Brisbane and our Floridian friend, whether in a magazine list or in real life.
Because while our northern neighbour might have the edge when it comes to pure business, we are the capital when it comes to having a good time.
And as our industries and economy continue to grow, we are perfectly place to seize this bleisure market.
Call us the mullet city … business up front, party out the back.
Take that, Brisbane.
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