Asian tourism market to skyrocket with world-class Pacific Fair upgrade on Gold Coast
THE Gold Coast’s Asian tourist market could double to 400,000 visitors a year as the city cements itself as Australia’s biggest shopping mecca.
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THE Gold Coast’s Asian tourist market could double to 400,000 visitors a year as the city cements itself as Australia’s biggest shopping mecca.
The redevelopment of Pacific Fair, the introduction of direct flights between Coolangatta and China, and increasing momentum towards the 2018 Commonwealth Games will make the Glitter Strip the retail tourist destination of choice according to city leaders.
In the 12 months to the end of 2014, the number of Chinese tourists to the Coast jumped 36 per cent to more than 202,000 and in 2015 the spend by overseas visitors increased 20 per cent according to Tourism Research Australia.
The grand unveiling of Pacific Fair today is expected to push those numbers higher as the second biggest David Jones in Queensland and luxury stores including Tiffany & Co., Hermes, Louis Vuitton, Chanel and Givenchy lure visitors.
Gold Coast Tourism CEO Martin Winter said shopping was a major pull with international tourists.
“Surveys of consumer demand in the past few years have consistently indicated that shopping is at the very top of the list of reasons why international tourists choose destinations, along with wildlife and safety,” he said.
“Particularly with our Chinese visitors, there’s nothing more they like to do than experience shopping differences so they can take home something that is unique.”
“It’s fair to say that alongside Robina, there are no better facilities in Australia in one town.”
Gold Coast Tourism chairman and Queensland Airports’ former manager of business development, Paul Donovan, said the redevelopment, in conjunction with theme parks, beaches, an upgraded casino, the light rail and the 2018 Commonwealth Games could nearly double the number of Asian visitors.
“Shopping is a big part of what tourists want to do and the development has brought the Gold Coast into the era of having one of the best shopping precincts in Australia,” he said.
“The Chinese market has always been the most demanding here on the Coast and Pacific Fair along with many other tourism drawcards gives the number the potential to double.”
Social demographer Bernard Salt said luxury brands appealed to the Chinese market when deciding where to travel.
“The one thing the Gold Coast didn’t have from a tourism perspective was luxury brands,” he said.
“They give those who won’t buy them a window shopping experience that leaves you feeling like you’re at an important place but the Chinese will buy the luxury brands.
“It will draw them by huge numbers.”
Australian Retailers Association research analyst Cameron Meikle-John said tourism and retail went hand in hand and now the Gold Coast had the best of both.
“The Gold Coast has been long established for attraction both domestic and international travellers when it comes to beaches and entertainment, and now having a high quality retail destination is something that will be a wonderful addition,” he said.
Pacific Fair owners, AMP Capital, is adding 50,000sq m of retail space to the complex to transform it into the fourth-largest shopping centre in Australia.
Five-star retailers are converging on the Broadbeach centre to grab their share of the record $1.23 billion international tourists splashed on the Gold Coast last year.
Yesterday’s openings lifted the veil on the Resort, the lush, tropical outdoor area that occupies pride of place the heart of the new-look centre.
The tree-lined precinct is yet to be completed but shoppers will be able to watch the final pieces of the redevelopment fall into place as workers put the finishing touches to features including multiple fountains and waterfalls and a magnificent showpiece staircase.
The new luxury retail precinct, to open in June/July, will include premium international brands such as Tiffany & Co., Hermes, Louis Vuitton, Chanel and Givenchy which normally shy away from opening stores in proximity to each other.
Vancouver-based retailer Kit and Ace’s 240sq m store is its first on the Gold Coast, eighth in Australia and one of 60 worldwide in countries including the US, the UK and Japan.
Gold Coast Mayor Tom Tate said Pacific Fair would give people another reason to visit the Coast.
“The evolution of world-class shopping destinations such as Robina, Marina Mirage and Pacific Fair give our visitors and residents that additional ‘wow factor’ experience when they visit one of these locations,” he said.
“Investments such as the $650 million Pacific Fair redesign are also a vote of confidence in our city and that’s good news for everyone.’’
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