Australia’s same-sex marriage yes vote sparks Gold Coast tourism pink dollar debate

AUSTRALIA voted yes and now Gold Coast leaders are engaging in vigorous debate on how to best capture the gay and lesbian tourism dollar. Here’s why the vote could be worth millions to the city.

AUSTRALIA’S resounding yes vote for same-sex marriage is sparking vigorous debate on the Gold Coast on how to best attract the “massive” pink tourism market.

New Zealand has been cashing in since introducing same-sex marriage laws in 2013 with 3000 same-sex couples tying the knot, almost half from overseas with tourism dollars to spend.

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Now some are calling on the Gold Coast to do the same and actively target the so-called pink dollar or rainbow tourism market.

Gay Gold Coast public relations maestro Andrew Meadowcroft is urging the city to put “energy” into the sector.

Andrew Meadowcroft: “It’s about time we stopped looking at gay and lesbian tourism as a small niche market.”

“It’s about time we stopped looking at gay and lesbian tourism as a small niche market and for our leaders, regional tourism organisations and divisional organisations to put value behind it,” he said.

“Even though internationally it is a huge market we have been pulling the chain on the Gold Coast.”

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Mr Meadowcroft said Port Douglas was second behind Sydney as the favoured spot for gay and lesbian holiday-makers with specific festivals and gay-friendly resorts.

“I’m not saying we need to go to that level but the fact we are resting on our laurels here is ridiculous,” Mr Meadowcroft said.

Broadbeach Alliance CEO Jan McCormick said it was a “massive” tourism market and could be hugely beneficial for the city.

Broadbeach Alliance CEO Jan McCormick: “It's something we as a city should leverage off. Just have a look at Sydney and the success of its Mardi Gras.” Picture: David Clark

“I think the rainbow market is a really strong one,” she said.

“It's something we as a city should leverage off. Just have a look at Sydney and the success of its Mardi Gras.

“It’s a very strong market — clearly with the vote going the way it did — and it’s a market we should be addressing.”

Gold Coast Tourism spokesman Dean Gould said the “pink dollar” had been a specific focus in the past.

“But the gay community is pretty much integrated into our marketing and messaging these days,” he said.

Six to seven years ago, Gold Coast Tourism actively targeted gay and lesbian tourism, hosting workshops for local businesses, producing a targeted guide and earning the city accolades including best gay honeymoon spot.

“However, as I said it is pretty much integrated into our general marketing now. People are people and they like the same waterfalls, beaches, theme parks and restaurants,” Mr Gould said.

Council economic development boss Cr Hermann Vorster said changes to the Marriage Act would mean a major boost for the local tourism sector and economy.

Councillor Hermann Vorster: “There will be no shortage of businesses who will be keen to provide the kind of hospitality and services these ceremonies will need.” Photo by Richard Gosling

“Australia has clearly said yes and we are already known as a place to get married, enjoy honeymoons and this is an opportunity to tap into more couples who can enjoy this,” he said.

“There will be no shortage of businesses who will be keen to provide the kind of hospitality and services these ceremonies will need.”

Originally published as Australia’s same-sex marriage yes vote sparks Gold Coast tourism pink dollar debate