International tourism return to bring $1.3 billion boost to Gold Coast economy
Destination Gold Coast CEO Patricia O’Callaghan reveals how to market Australia’s tourism capital to the world and the challenges once international borders reopen on February 21.
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DESTINATION Gold Coast CEO Patricia O’Callaghan on how to market Australia’s tourism capital to the world and the challenges once international borders reopen on February 21.
DESTINATION Gold Coast CEO Patricia O’Callaghan on how to market Australia’s tourism capital to the world and the challenges once international borders reopen on February 21.
GOLD COAST BULLETIN: Given we’ve known international borders would open, what is the game plan? What specific locations are being targeted, and what dialogue have you had with key players in those areas recently to ensure we can maximise relationships and returns?
PATRICIA O’CALLAGHAN: In the short to medium term, visitation will predominantly come from our domestic market, especially Sydney, Melbourne and the drive market, but we will work exceptionally hard to attract our international markets back.
The international market is incredibly lucrative to the Gold Coast and Destination Gold Coast has been working hard behind the scenes to ensure we are top of the list for its return. In Japan we have launched a promotional partnership with the Sheraton Grande Tokyo Bay Hotel – Tokyo’s official Disney resort – where up to 150,000 guests will experience a “Gold Coast themed’’ lobby, while the entire eighth floor is decked out in all things Gold Coast. This is about immersing these visitors in what our city has to offer and enticing them to make their next holiday destination the Gold Coast.
Now borders are open, our strategic approach internationally is focused on conversion-based activity with travel, trade and aviation partners to support a rapid return of international visitors. Destination Gold Coast has particularly focused on our Asian markets, which we see leading our international tourism recovery, along with of course our friends across the ditch. The backpacker and working holiday travellers from UK and Europe are important to support staff shortage issues in the industry. Prior to the pandemic, we were seeing strong growth from the high valued travel market in the US and this a segment we will be working to attract back.
We are also working closely with Gold Coast Airport to reinstate our direct air services with Singapore, Japan, Korea and New Zealand and exploring new route opportunities in other Asian markets.
GCB: What internal polling has been done with offshore stakeholders and members, and what has been their reaction?
PO: We work closely with our state and federal tourism bodies to closely monitor and track travel sentiment data from all of our core international markets and the results of this data vary considerably between markets. While the Omicron peak in Australia has resulted in a decline in travel sentiment across Australia and international markets, most international markets still perceive Australia in a positive light and we are hoping to see this domestic sentiment improve. Destination Gold Coast also conducted a significant travel survey in New Zealand that showed that three in four NZ travellers (73 per cent) are considering travelling outside of NZ within the next two years. Of those considering international travel, over half (59 per cent) are strongly considering visiting Australia. The Gold Coast is in the top three destination Kiwi’s plan on visiting (only behind Sydney and Melbourne).
GCB: What has been the reaction since the announcement to reopen the international borders on February 21? Who is coming and when? Are you happy or concerned with that reaction?
PO: While we know it will take time to recover internationally, the news gives confidence to travellers that Australia is open, and this confidence is critical to the re-establishment of aviation services from our key international markets. We have Scoot coming back on Monday and Air New Zealand will be resuming services from Auckland into the Gold Coast from March 2.
GCB: What strategic business models have you presented to governments, and what preparation works have been completed at ground level?
PO: Destination Gold Coast has undergone a strategic shift during Covid to best capitalise on opportunities moving forward and hit the ground running. Our Business Events pillar has just released a five-year strategy and will soon reveal its new brand to compete with the rest of the world in the lucrative business events market. With Queensland securing the 2032 Olympic Games, there is a real opportunity to cement the Gold Coast as Australia’s premiere conference destination. During Covid, the need to work with our stakeholders and advocate for our city was never more important – and that need will only intensify as competition for the visitor market becomes even more fierce. Our members have not taken the foot off the pedal during this time and in many cases have invested even further in offering visitors new experiences for when borders open. This gives Destination Gold Coast an incredible marketing opportunity in the leisure space, with plans to launch our brand refresh to the Australian market in coming months timed to coincide with the return of confidence in travel.
Working with government has paid off and we’ve seen this with the Play Money Rewards programs delivering over $10m into the Gold Coast economy at a time we needed it.
GCB: Many small operators are fearful of the red tape and barriers tourists will encounter when they arrive on the Gold Coast. They say the UK and US could be more attraction destinations given the comparable lack of restrictions on visitors. They are also worried about the policing and proper advice around check-ins, vaccination status and mask wearing. Given first impressions is everything, what is being done both with traders, governments and airlines to make visitors’ holidays fun and stress free?
PO: Covid is a very fluid situation, but we support removing barriers when appropriate.
GCB: Should check-ins be fully phased out, given the state has reached 90 per cent double-vaccination status?
PATRICIA O’CALLAGHAN: See above.
Show me the money: Airport to front tourism cash
Queensland Airports has thrown down the gauntlet to the state government, offering to match any funding put towards luring tourists back to the state.
Chris Mills, who has overseen Gold Coast Airport during the two toughest years on record, welcomed the February 21 reopening of international borders but said the key to the future of the city’s biggest industry was an international marketing campaign targeting key markets including New Zealand, Singapore, South Korea and Japan.
But after two years of the pandemic both Tourism Australia nor the state government will reveal what plan they have for reviving tourism or attracting visitors back.
A spokesman for the former refused to reveal details of its upcoming campaigns but said announcements would be made ahead of the reopening day.
After two years of waiting, Mr Mills said the state and federal governments needed to put the tourism industry first and get its message out to the world.
“It’s one thing for Australia to know the borders are open but we need to tell the world,” he said.
“Now we’re back in the race, we have to be out there and telling the world we are open.
“When it comes to the kind of funding the airports are willing to put in, we are prepared to match any state funding package to attract tourists.
“At a federal level, Tourism Australia and the federal government need to tell everyone that Australia is open while at a state level, they need to work on aviation attraction.”
A Palaszczuk government spokesman said rebuilding the state’s tourism industry was crucial and revealed its plan to revive tourism would be unveiled this week.
“Reopening our borders is an important step and we are working closely with the tourism industry on a package to drive tourists back to Queensland,” he said.
“We’ll have more to say about that later this week.”
Tourism, the Gold Coast’s biggest industry, was worth more than $6bn to the economy in 2019. But two years of lockdowns and border closures wiped $5bn off it.
The Gold Coast attracted more than half of all international holiday visitors to Queensland in 2019, more than any other state destination. It also attracted a million-plus international visitors annually pre-Covid.
Destination Gold Coast CEO Patricia O’Callaghan backed calls for Queensland to match NSW’s $120m fund to lure back international tourists and flights over two years.
Western Australia’s government has committed $65m over two years.
The funding for both states directs flights to a single airport in each.
Queensland has so far only released its existing $10m to be spent over two years to be split between four airports – Gold Coast, Brisbane, Sunshine Coast and Cairns.
Federal Tourism Minister Dan Tehan insisted Tourism Australia had been developing plans for marketing Australia once the borders reopened.
“They have been out there. They have been developing the material. We knew that this day would come. They have been ready for it,” he told the Today show.
Mr Tehan said the organisation had been “overwhelmed” with inquiries from the UK and US following the reopening announcement.
However, the border reopening comes too late for students hoping to attend university on the Gold Coast for the first semester of 2022.
But Bond University, Southern Cross University (SCU) and Griffith University say they expect an influx of students in coming months in a major boost for the education sector.
Study Gold Coast CEO Alfred Slogrove said returning students would inject $200m into the economy in the next year.
“These students not only will be studying here but will be working to support local industries and fill the workforce gap that has emerged over the last two years,” he said. “This is great news for tourism, hospitality and the supply chain industries that rely on these workers.”
Critical nations to be targeted included Japan, South Korea, Vietnam and Taiwan.
“While it has come too late to assist students this semester, we hope to welcome back students arriving after Easter ready for our May semester and certainly by September for our final semester of the year,” Bond Vice Chancellor and President, Professor Tim Brailsford said.
“Any government promotion that reinforces Australia’s reputation as an outstanding study destination would be greatly appreciated and assist in rebuilding an industry that contributed more than $40bn to the national economy in 2019.”
Southern Cross University Vice President of Engagement Ben Roach said: “We are also looking forward to be able to offer Northern American and European students opportunities to study here and they traditionally have come to Australia for shorter periods as part of a Study Abroad program.”
‘Welcome back’: International border reopen
AUSTRALIA’S international borders will reopen to the whole world on February 21 in a lifeline for struggling tourism and hospitality businesses.
Gold Coast businesses have two weeks to prepare for the return of lucrative overseas visitors, but the sector’s leader has warned the “tap won’t turn back on immediately”.
And she says Queensland will need a war chest to fight in a competitive market.
Prime Minister Scott Morrison and Gold Coast-based Home Affairs Minister Karen Andrews announced on Monday afternoon that fully vaccinated travellers would be able to fly into Australia.
Mr Morrison said it came nearly two years after the borders were closed to slow the spread of Covid-19.
“The condition is you must be double-vaccinated to come to Australia;” he said.
“That’s the rule. Everyone’s expected to abide by it.
“But if you’re double-vaccinated, we look forward to welcoming you back to Australia and I know the tourism industry will be looking forward to that and over the next two weeks they’ll get the opportunity, both for visitors to be coming and for them to be gearing up to welcome international visitors back to Australia.”
Travellers will not need to have received a boost shot even if the nation’s expert immunisation panel expands the definition to include the booster dose.
Destination Gold Coast CEO Patricia O’Callaghan said it was critical that Queensland match NSW’s $120m fund to lure back international tourists and flights.
“We were so excited the reopening is imminent and it has been a long time coming after an exceptionally difficult time for our operators,” she said.
“We need to make sure our war chest is ready to roll and that is where our international aviation fund is exceptionally critical.
“We do need to look at how Queensland and Gold Coast will be competitive in a global market.
“It will take some time so the international market will not turn on as quickly as the domestic market but the $1.3bn we have been missing for so long will hopefully return.
Tourism, the Gold Coast’s biggest industry, was worth more than $6bn to the economy in 2019. But two years of lockdowns and border closures wiped $5bn off it.
The Gold Coast attracted more than half of all international holiday visitors to Queensland in 2019, more than any other state destination. It also attracted a million-plus international visitors annually pre-Covid.
Acting Mayor Donna Gates welcomed the federal government’s news, saying she viewed it as “the city’s own Valentine’s Day, albeit a week late.
“Just having the date will send a wave of confidence across the international travel and student market,” she said.
“We are ready to welcome back our much-loved international students as well as the broader international travel market.”
Ms Andrews said “Our tourist providers have had to rely on domestic travellers. Now Australians have certainly stepped up and travelled when they can, but as of February 21, we will be welcoming back to Australia international tourists and that is going to be such a welcome relief for our many tourist providers all around Australia.”
Queensland Airports CEO Chris Mills said having a date was “really positive” and that discussions were already underway with airlines.
“Knowing that Australia is open from 21 February will send a clear message to visitors looking to holiday here – rebuilding confidence,” he said.
“It will take time for international travel to recover, as it is more complex than domestic services.
“However, the reopening of the borders to all fully vaccinated travellers will clearly benefit the tourism industry and small businesses.”
Gold Coast tourism operators said the reopening would be a game changer for the industry after two years on ice.
“It wasn’t surprising how soon the borders were opening because everyone in the know was saying the right things to us,” said Sarah Colgate, the operator of Southern Cross Tours and bus tour Aquaduck.
“We’ve got a flight booked next month to Singapore to talk to agents and start getting the ball rolling to get international customers back.
“We have to get the message out there so people know they can come visit.”
JPT Tours sales and marketing manager Allison Former said the announcement was exciting, but getting tourism confidence back was going to be a major hurdle.
“There’s talk about putting millions of dollars into Australian tourism marketing but the world knows where we are and who we are,” she said.
“I’d like to see that money put back into businesses and help them get themselves back on their feet.”
EARLIER
A decision to completely reopen Australia’s international borders to the whole world will unlock a desperately needed $1.3 billion Gold Coast economic boost.
Federal Cabinet’s National Security Committee will meet on Monday to decide when overseas tourists and general business visitors will be allowed to return.
If approved, the Gold Coast could see its first international tourists by early March, paving the way for a bumper Easter season and a critical economic boost for struggling tourism operators.
Currently, only certain residents of Japan, New Zealand, South Korea, Singapore, work visa holders and Australian citizens are able to enter the country.
Pressure is now growing on the federal and state governments to make a decision and give operators enough time to get ready.
After two lost summers and $7bn lost since March 2020, business and tourism leaders say the D-Day decision will be critical to the city’s future.
Destination Gold Coast CEO Patricia O’Callaghan said reopening to internationals held the potential to bring in a million tourists and deliver a $1.3bn injection into the economy for the 12 months after it opens.
‘The city’s tourism economy has been bleeding in the absence of international tourists, and many businesses have been clinging to the glimmer of hope they will soon return,” she said.
“Relaxing our international border rules as soon as possible is fantastic news and will provide a valuable boost to businesses relying on a booming Easter period to kickstart their recovery – both in terms of visitor spending and rebuilding the tourism workforce.”
Tourism businesses are also hurting, with the Queensland Government so far declining to match a $1bn NSW business rescue package despite a wave of Covid-related business closures and significant slump in summer trade.
Acting Mayor Donna Gates said now was the time to further relax international borders and allow for both tourists and overseas students to return.
“The state’s 90 per cent plus double vaccination status gives us great protection against this virus,” she said.
“The chief health officer yesterday confirmed that Covid-19 is literally everywhere in the state, so given this, the reality is we should further relax our borders rules to boost international tourism.
“When the Cabinet committee meets today, I encourage the federal government and all Premiers to agree to further relaxation around our international borders.
“The economy needs international tourism as well as overseas students.”
While international visitors are already allowed to enter Australia, flights are coming from only a handful of nations and the passengers have largely been restricted to family members of residents, certain types of workers and returning Australians.
The Coast welcome its first international tourists from Singapore aboard a Scoot flight on February 14.
Queensland Airport boss Chris Mills said he was “cautiously optimistic” about the decision but warned too many regulations would add to the hesitancy which choked domestic tourism during the January Omicron wave.
“Too many rules will deter leisure travellers and we also know travel confidence needs to be rebuilt, and that doesn’t happen overnight,” he said.
“Over a million passengers used to travel through Gold Coast airport each year and the Gold Coast, with its natural attractions, will be extremely attractive to international tourists.
Opening the borders, and taking away the restrictions, would be a much-needed boost for the entire Gold Coast economy.”
Prime Minister Scott Morrison said the reopening date was “not far away”.
“As many of our states are now moving through and past their peaks, the key issue we have been examining – and I’ve asked for advice from our health officials – is how that decision could impact on our hospitals, which has been our primary consideration,” he said on Sunday.
“And we are looking forward to be able to make that decision to open up our borders and welcome visitors back to Australia again, as soon as we safely and possibly can.
He suggested that the easing of travel restrictions might not be far off, noting: “I really do not believe that is far away.”
Beach and bargoers at Broadbeach on Sunday were excited to hear international visitors could be back at the popular tourist destination.
The Sunday markets at Broadbeach are a tourism favourite and according to stall operator Libby Leigh from I Love My Life, stalls can’t wait to have it’s international customers back.
She said her business was missing a huge contingent of New Zealand customers since Queensland’s borders closed to the rest of the world.
“Our international customers love getting authentic Australian-made clothing that they know none of their friends have. We can’t wait for them to return,” she said.
Down the road at the Loose Moose, local Melissa Muller enjoyed a Sunday drink and also said she was looking forward to international tourists returning and lapping up the suburb’s hospitality.
Jackie Anderson was joined by friends Danni Kosmala and Dani Olson at Kurrawa Beach Club on Sunday.
Ms Anderson, a Carrara resident, said it would be great to see international tourists in the city again.
“We would welcome international tourists with open arms and we look forward to them returning to the Gold Coast,” Ms Anderson said.
Kurrawa Beach Club’s venue manager Dave Pull said the venue was looking forward to showcasing itself to international visitors next summer.
The new Broadbeach venue, which opened in December, is operated by the Austrian Venue Co who also run Gold Coast pubs the Wallaby Hotel in Mudgeeraba, Burleigh Town Tavern and Coomera Lodge Hotel.
Australian Venue Co CEO Paul Waterson said the return of international tourism would give Gold Coast hospitality a major boost and was the moment his team was waiting for.
“After two long years we are incredibly excited about the opportunity to remind international travellers what a world class travel destination the Gold Coast is,” he said.
“Hopefully it signals a new beginning for our hospitality and tourism sector on the Coast.”
‘No plans’ to change restrictions for unvaxxed
January 30, 2022
The unvaccinated will stay locked out of pubs, restaurants and stadiums, with state government refusing to drop restrictions as the 90 per cent jab rate looms.
Six weeks after the government promised to review the status of the unvaccinated once the 90 per cent threshold was reached, Health Minister Yvette D’Ath says there are “no plans” to change the state’s Covid settings.
Surprised Gold Coast political and business leaders – speaking after the city Omicron spike peaked early last week – are now calling for a “mature” conversation about Covid rules and an end to the split society.
Ms D’Ath said: “We continually review our settings and policies based on health advice and at this point there are no plans to change existing vaccination requirements.
“With students about to go back to school and more people returning to workplaces, we need to monitor case numbers and manage demands this puts on the Gold Coast health network.”
The reopening of the Queensland border six weeks ago sparked calls to bring the state into line with NSW which has no restrictions on the unvaccinated in retail and hospitality venues.
LNP’s Surfers Paradise MP John-Paul Langbroek said the rules were creating uncertainty.
“Like so many of the decisions with this road map, it is so frustrating for local businesses,” he said. ‘These are the types of ad hoc decisions made without consideration for the certainty that business and the community need.
“This just makes things harder when you are trying to re-establish business.”
Gold Coast Central Chamber of Commerce president Martin Hall said it was time to look at remaining restrictions.
“We are hearing nothing but inconsistencies, not just here but statewide,” he said.
“Without consistent enforcement, we question the value of the whole process and we are calling for removal of the QR codes too – they are still a barrier to people coming back in.
“It is all a distraction for the businesses which are struggling to roll up the blinds each day.”
Unvaccinated people are prohibited from “vulnerable settings”, including hospitals and aged care. They are also barred from festivals, stadiums, libraries, galleries, museums and hospitality.
A Queensland Health spokesman said they continued to take a “cautious approach” to easing restrictions.
“Vaccination is our pathway out of this pandemic,” they said. “Vaccination mandates will remain in place for as long as they are needed to keep Queenslanders safe.
“Once very high vaccination rates are achieved, it’s expected that minimal restrictions will be required.
“Covid-19 will become endemic – that means having settled to a relatively constant rate of occurrence. With all infectious diseases that are endemic, like the flu, there may be a need for localised public health measures, so it doesn’t evolve into a pandemic again.”
Exceptions have been made for medical treatments, end-of-life visits, childbirth and emergency situations.
Gold Coast Private Health Network board director and Robina GP Dr Lisa Beecham said doctors were concerned reopening venues to the unvaccinated could cause a transmission surge.
“The unvaccinated will be at risk of contracting it and more likely being a more severe illness,” she said. “They are also more likely to transmit infection.
“The vaccine has been very effective at keeping people out of ICU but we need a four-pronged approach,” she said, adding that meant kids getting vaccinated with a second jab at eight weeks, everyone else getting a booster, taking medical advice from GPs not Facebook and observing social distancing, not hugging and restaurant dining outdoors.
“Get kids (vaccinated), get their second dose at eight weeks. Everyone else get your booster now if it’s been three months since your second dose.
“See your GP and pharmacist for medical advice, don’t use Facebook.
“Sit 1.5m apart and don’t hug while Omicron is so prevalent, pick a restaurant with outdoor dining and good ventilation.”
‘Too late’ to help Coast’s devastated businesses
Business leaders are demanding the Queensland state government match a $1bn NSW rescue package for operators after summers were crippled by Omicron outbreaks.
To date, no funding has been forthcoming from the state government despite a wave of Covid-related business closures and significant slump in summer trade.
NSW leader Dominic Perrottet on Sunday unveiled a package including allowing businesses to claim up to 20 per cent of payroll.
Operators with annual turnover of between $75,000 and $50m with a decline in turnover of at least 40 per cent in January and anticipated in February will be able to make a claim for a maximum $5000 payment per week.
The payment – which will include a minimum weekly payout of $500 – will be paid out as a lump sum.
Queensland industry leaders warn the lack of a similar package in the sunshine state is already too late with many ailing businesses “out of time” and political leaders “out of touch”.
The festive and New Year period – tipped to kickstart a $280m tourism economy revival – was dashed by Omicron’s case surge at Christmas, leading to a shadow lockdown because of a close contact rules blighting staffing and customers.
Political messaging at the time included curbing movement in society as much as possible.
Gold Coast Central Chamber of Commerce president Martin Hall said “it should come as no surprise that small businesses across the Gold Coast are in dire need of support.”
“This isn’t a new problem. We’ve been having these conversations for months which seem to have fallen on deaf ears within the state government,” he said.
“There’s been a consistent lack of trade and a lack of rapid antigen tests. Local businesses have lost a huge amount of trade over the summer period.
“Ultimately, these discussions need to be had right now. We’re out of time.”
Premier Annastacia Palaszczuk fell short of committing to matching NSW but said the government would “look into’ further financial support.
“I am happy to look at it. NSW has been impacted a lot with disruption over the past two years,” the Premier said.
“I am quite sure the Treasurer will look into those issues.”
While the state government says it is confident of an Easter rebound, tourism bosses say operators need assistance to make it through February and March, a traditionally quieter period following the summer boom months.
Queensland Tourism Industry Council CEO Daniel Gschwind said while he shared the government’s optimism, it wasn’t enough to sustain businesses.
“Despite a strong Christmas, things have taken a turn for the worst in January despite an open border as the surge in Omicron led to many consumers staying home and many business struggling to have sufficient staff to deal with what business they do have,” he said.
“This is possibly tougher than it was at the beginning of the pandemic when they at least had fiscal support but right now there is virtually none.
“We think a package like this would be a good investment in the future for the whole economy.”
National Retailer’s Association CEO Dominique Lamb said politicians were “completely out of touch” with small businesses.
“These issues really extend beyond just Queensland. I welcome the announcement from the NSW government but small business owners right across Australia are doing it so tough,” she said.
“When you have a small business with only one or two employees and they get sick and owners have to close their doors for a week, the $750 workers support pay just won’t cut it.
“It seems they’ve forgotten people need to support their families and pay the mortgage.
“Small business is the backbone of the country.”
Ms Lamb said Queensland and the Gold Coast had “endured some of the worst of it (the pandemic).
“There’s been so many hurdles. First the lockdowns and domestic and international border closures, then the PCR debacle and RAT shortages. It’s been a nightmare and there’s no safety net,” she said.
She said Pacific Fair had been “very quiet” at the height of the summer holiday period.
“Unless you’re a back-to-school business it’s going to be a tough few months ahead,” she said.
Ms Lamb said out of 7000 business owners surveyed nationally, 95 per cent said they had been negatively impacted by Omicron.
A further 65 per cent said they had reduced casual employment and had reduced trading hours and rosters.
90 per cent of those surveyed were small business owners.
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