Gold Coast tourism and events revamp to boost economy

A strategic approach to Gold Coast’s multi-billion dollar events calendar will deliver back-to-back showpieces across the year, with big plans for the future. FIND OUT MORE

A strategic approach to Gold Coast’s multi-billion dollar events calendar will deliver back-to-back showpieces across the year Mayor Tom Tate says.

The city’s $7bn tourism industry has bounced back from a long Covid downturn on the back of strong domestic visitation numbers.

But with international visitation numbers still lagging, the Mayor said new co-ordinated efforts led by Experience Gold Coast would deliver events evenly across the year which would bring down the curtain on the concept of an “off season”.

Impressed by the enthusiasm and energy of the new Experience Gold Coast board and newly installed boss John Warn, Mr Tate said 2024 would see a big shift in the way the city was marketed, both locally and more widely.

Get ready to see plenty more of this. Picture by Richard Gosling

“The enthusiasm is there, with the board and we have the synergy of promotion, education, events acquisition and homegrown events all under the one roof, so no longer will there be a day when Harry Styles or someone of that ilk is playing to 55,000 people at Carrara without any promotion for (our next big HOTA exhibition),” he said.

“The plan will be to have 12 marquee events every year, so one a month.

“Forget the 12 days of Christmas, the Gold Coast will have 12 months of events every year. We will be the events capital.”

Artist impression of the Italian Renaissance Alive, HOTA'S next exhibition on the Gold Coast.

The first step of this strategy was rolled out in January, with significant promotional material for the city used at Heritage Bank Stadium during the Big Bash League’s showcase game.

Mr Tate said the city and Experience Gold Coast were chasing new concerts, sporting events and exhibitions but could not give further details.

There have long been calls for a tourism and events masterplan to ensure that big-ticket visitor magnets are not held at the same time.

Frustration with the events calendar has grown in recent years, particularly after October 2022’s GC500 weekend, which ran simultaneously with Halloween and Groundwater Country Music Festival.

While that was in part due to some of the events being rescheduled, it was not the first time it had occurred.

Experience Gold Coast CEO John Warn. Picture: Glenn Campbell

Mr Warn said he was “buoyed with confidence that 2024 will continue to see Gold Coast’s visitor economy strengthen on all fronts”.

“With a local and state election on the horizon, we need to ensure that all governments are working together so that we capitalise on the significant opportunities ahead for Australia’s fastest growing regional city, especially in the lead up to the 2032 Olympic and Paralympic Games,” he said.

“Transport infrastructure, aviation attraction, demand-driving major events, affordable housing and continued investment into arts and culture are critical priorities for the city.

“There is a real opportunity in unlocking new services through aviation hubs that would allow travel into the Gold Coast from other parts of Asia, India, and Europe.”

New National Visitor Survey and International Visitor Survey figures released by Tourism Research Australia just before Christmas showed the Gold Coast’s pandemic bounce is gaining momentum, with the city breaking nine previous benchmarks in the 12 months to September 2023.