Gold Coast tourism: New $2m campaign to market Glitter Strip to lucrative over-50s market

The highly lucrative over-50s market will be targeted as part of a new campaign to bring cashed-up domestic tourists back to the Gold Coast.

GOLD Coast tourism bosses are about to target the big-spending over-50s market to offset projected losses from the coronavirus outbreak and an horrific bushfire season.

More than $2 million will be spent on the nine-week Gold Coast-first campaign, starting tomorrow.

Tourism bosses have designed the campaign to target the traditionally high-spending visitors by talking up some of the city’s lesser-known experiences.

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An image of an over-50s couple at Jumpinpin on South Stradbroke Island which will be used for the campaign.

Early estimates suggest the coronavirus could cost the Gold Coast $40 million as the lucrative Chinese tourism market weakens.

“Visitor numbers to the Gold Coast from Greater China for the year ending September 2019 totalled 340,000 and delivered $428 million into the local economy,” Destination Gold Coast chief executive Annaliese Battista writes in a Bulletin column today.

“The latest setback couldn’t have come at a worse time, with the temporary group travel ban coming into effect two days into the Chinese Lunar New Year holiday period.

“We are seeing widespread cancellations, as a result affecting our leisure and business events sectors. This is on top of a 20 per cent decrease in group bookings that we were already shouldering.

“Early estimates of the immediate economic impact to the Gold Coast tourism economy equate to a loss of more than $40 million. This could increase significantly, depending on how and when the coronavirus is contained, and the threat removed.”

Ms Battista said the focus on the new campaign was on attracting high-spending travellers (HSTs).

“The 50-plus market represents Australia’s most rapidly growing demographic by expenditure and therefore the biggest opportunity to grow our domestic market share,” said Ms Battista.

“There is a higher proportion of HSTs older than 50 compared to younger age groups and these travellers tend to holiday more frequently, spending upwards of $5000 on average each year.

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Annaliese Battista. Picture: Mike Batterham

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The campaign will be directed at the Sydney, Melbourne and Brisbane markets.

A Destination Gold Coast insights report shows the over-50s market has increased 54 per cent in 18 years.

This image taken at Robert Sowter Park on Tamborine Mountain will be used to market the city.

“This demographic accounts for 41 per cent of the nation’s population,” Ms Battista said. “Median household wealth for those aged 55-64 and over 65 has grown by 39 per cent and 61 per cent respectively from 2002 until 2014.”

Tourism Research Australia data shows national domestic overnight expenditure for the 50-plus segment increased 179 per cent to $33 billion, while spend for the 15-49 segment jumped 69 per cent to $45 billion.

The over-50s market is worth big bucks for the Coast.

Comparatively, visitor expenditure in the over-50s market on the Coast increased 144 per cent to $1.3 billion.

The Coast’s 15 to 49-year-old market rose just 14 per cent in the same 18-year period.

“It is crucial that as destination marketers we take advantage of opportunities to remain competitive and to innovate our tourism offering by applying sound research to give the Gold Coast a competitive edge,” Ms Battista said.

“Research shows that this group desire holiday experiences that prioritise relaxation, time with their partner and comfort as important reasons for choosing to visit the Gold Coast.

“The Gold Coast has traditionally specialised in servicing family travel groups, predominantly 15 to 49 year olds, without taking advantage of marketing Gold Coast experiences that appeal to mature adults.”

A 2018 Bulletin report found the over-65s market would inject $3.5 billion into the Coast economy by 2023.

It has also sparked a major property boom of unit towers across the city targeted exclusively at downsizers.