Gold Coast council: Mayor Tom Tate to refocus on securing nature-based tourism

The Gold Coast is to refocus on nature-based tourism to secure its share of the market after fears the region will continue to trail behind rivals like New Zealand and the Sunshine Coast.

The Gold Coast is to refocus on nature-based tourism to secure its share of the market after fears the region will continue to trail booming rivals like New Zealand and the Sunshine Coast.

Councillors during a series of marathon special committee meetings on Thursday met behind closed doors — where they were briefed by City CEO Tim Baker — before backing critical reforms in the way the Coast markets and brands the region.

Mayor Tom Tate before the meeting, talked up his green credentials. A super majority of councillors later backed a Nature-based Tourism Program. Only Cr Peter Young voted against.

Both the Mayor and Deputy Mayor Donna Gates along with officers have just returned from a fact finding tourism mission to Tasmania where eco-tourism in national parks is driving the state’s $950 million annual visitor boom.

“I’ll be hoping to be able to say to you some would say ‘I’m the greenest mayor in all the land’ – usually I won’t go that far,” he said.

Hiking under Twin Falls. Picture: Tourism and Events Queensland

Mayor Tate later admitted the Coast had been steadily losing market share in nature-inspired tourism.

“The data shows we are increasingly losing that share to regions that have capitalised on the demand for nature-based activities – places like New Zealand, the Hunter Valley, the Mornington Peninsula and the Sunshine Coast,” he said.

“We know that more travellers want to connect with nature so it’s time we got serious about this sector.

“It’s time we showed the world what we have been keeping to ourselves for so long – that the green behind the gold is world class.”

An initial budget of $500,000 will support a grants category. Private investors and tourism operators will be invited to submit low impact, nature-based tourism experiences.

Mr Baker said research confirmed that many domestic and international travellers sought greater “connection with nature”.

“Equally, these visitors want to have a low-impact experience meaning products or experiences must fit with people’s values around leaving the environment untouched and raw,” he said.

“Some examples of products that align with these values include cultural tours led by First Nations people, or experiences like kayaking and eco camping.

“Without restricting people’s imaginations, we want to hear from locals and others on what products they feel can be expanded or created. In every way, this program will seek to bring out the best from locals, Coast operators and the wider market.”

O'Reillys Canungra Valley vineyard — examples of hinterland tourism.

A super majority of councillors had earlier supported creating Brand Gold Coast, a new entity “charged with developing and protecting the Gold Coast brand”.

Only Cr Young and new councillor Naomi Fowler voted against the move.

Mr Tate said the entity was not about a new logo or fresh tourism marketing campaigns.

“It’s about story-telling and defining who we are,” he said.

Gold Coast City Council CEO Tim Baker — marathon briefing to councillors.

“In essence, place-based branding is about telling our City’s story. It’s about ensuring that the Gold Coast continues to shine brightly on the world stage, not just as a place to visit, but as a place to live, work, and invest.”

New Zealand and Tasmania had created brand entities and turned around perceptions within a very short time frame.

“Sheep and penal colonies are no longer what we immediately think of for those two locations and make no mistake, this was an intentional strategic move with significant economic impacts,” he said.

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Originally published as Gold Coast council: Mayor Tom Tate to refocus on securing nature-based tourism