Tourism: Gold Coast to play key role in advertising Queensland ahead of 2032 Olympic Games
The Gold Coast will be front and centre of tourism campaigns promoting the state in a bid to inject an extra $44bn into the economy.
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THE Gold Coast will be front and centre of tourism campaigns promoting the state in the decade leading up to the 2032 Olympic Games.
New Tourism and Events Queensland CEO Patricia O’Callaghan says the increased emphasis on the city would form part of the push to reach the ambitious target of growing the sector by $44bn within a decade.
Ms O’Callaghan, who served as Destination Gold Coast CEO until November 2022 said it was critical to see the city “firing”.
“Right now it represents 22 per cent of the overnight expenditure for the state, which is a significant portion of visitors and we need to support it,” she said.
“Aviation will be critical, both in terms of domestic connectivity but international markets as well and this will not be easy given it is a highly competitive area.
“Marketing is going to be very important and the Gold Coast will form a significant part of our marketing internationally, especially in terms of trade and events (based tourism) because we want to support the Gold Coast and its ambitions.”
Tourism was worth $6bn to the Gold Coast
economy alone in 2019 before the pandemic cut it by more than half.
Domestic tourism and flights have increased on pre-Covid levels, however international visitation has yet to bounce back.
It comes as the Gold Coast City Council moved to merge its tourism-related entities into a new body – Experience Gold Coast – which will initially be headed by former Queensland Airports boss Chris Mills.
Ms O’Callaghan said she looked forward to working with Mr Mills and the new entity to boost tourism.
She also highlighted the importance of the city’s film sector. She said it was critical to highlight major events like Blues on Broadbeach, Magic Millions, the upcoming
Pacific Airshow and Cooly Rocks On, while also highlighting the lucrative business events sector.
“Business events are a trade and investment tool and when you can get global decision makers here, it is amazing what you can get out of it,” she said.
“Events are a major growth area and the spend on them is more than double that of leisure visitors.”
Ms O’Callaghan said it was important to use the nine-year lead-up to the 2032 Olympics wisely.
“The 2032 Olympics will be a Games for all of Queensland but the Gold Coast’s too and it has the knowledge and experience to share from the 2018 Commonwealth Games,” she said.
“This is the largest marketing you will ever get and we will have billions of eyeballs on us.”
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