Future Gold Coast: Destination Gold Coast’s back to basics campaign to lure back visitors

The Gold Coast’s peak tourism body is aiming to launch a back-to-basics marketing campaign to lure visitors back to the Glitter Strip. Here’s what they’ve got up their sleeve.

THE Gold Coast’s peak tourism body is aiming to launch a back-to-basics marketing campaign to lure visitors back to the Glitter Strip.

Ahead of the busy summer season, Destination Gold Coast will focus on what it calls the Coast’s strengths as well as authenticity to bring in more domestic visitors who make up 75 per cent of all tourism expenditure.

WHAT COAST NEEDS TO TRANSFORM INTO WORLD-CLASS CITY

A back-to-basics tourism campaign will focus on the Beach. Picture: Destination Gold Coast

Destination Gold Coast chief executive Annaliese Battista said: “Holistically, Gold Coast visitation grows moderately each year. But nationally, Queensland is losing market share, compared with other states in a strong growth market — a trend that has accelerated somewhat in recent years.

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“And while the Gold Coast remains the titan of the state’s tourism industry, this is an area that will be afforded the high priority in DGC’s marketing efforts this year.

“We are focusing on the key things that make up the Gold Coast’s core offering: beaches, relaxing by the pool, iconic theme parks, hinterland, and great casual dining.

“We know these elements are our strongest assets because this is what our own research is telling us.”

GOLD COAST NEEDS TO ACCEPT DESTINY AS POPULATION HOTSPOT

Springbrook National Park Hiking Trail waterfall. Picture: Destination Gold Coast

The new line in the sand of tourism marketing signals a clear move away from a previous national campaign prior to Ms Battista’s arrival which focused on the city’s coffee culture, dining offering and lifestyle and paid scant attention to its beach and theme park attractions.

According to Destination Gold Coast's research, the city’s top five visitor activities are:

1: Going to the beach;

2: Walking around to explore;

3: Relaxing by the pool at a hotel or resort;

4: Coffee or a light meal at a cafe;

5: Visiting local markets/theme parks/Eating local produce such as seafood.

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Surfers on the sand at Snapper Rocks. Picture: Destination Gold Coast

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Destination Gold Coast’s new marketing strategy will focus on:

* A back-to-basics marketing approach;

* Grow, defend and maintain the domestic market share;

* Strategic targeting to attract high-value travellers both domestic and international visitors;

* Adding value to the visitor economy by moving away from volumes of tourist to high-yield visitors;

* Evolve the “Gold Coast brand”;

* Have a competitive, agile digital-first marketing strategy;

* Have an “always-on” approach to marketing Gold Coast events calendar rather than a seasonal approach;

* Grow the lucrative business events sector.

“By playing to our strengths and identifying core segments such as families, the over 50s market and repeat visitors, we can target more effectively by tailoring strategic messaging and methods. What these segments all have in common, is that they are high-value travellers,” Ms Battista said.

“And by high value, we mean high yield. This entails redirecting our investment and using a more sustainable approach to luring visitors who give us more bang for our marketing dollar.”