Gold Coast’s reputation improving internationally shows RepTrack study commissioned by council

The Gold Coast has soared up the ranks of the world’s most desired cities in a global reputation index. Here’s how we currently rate.

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THE Gold Coast has soared up the ranks of the world’s most desired cities, jumping from 35th to 14th in a global reputation index.

It is also a top 10 spot to live, work and invest off the back of the 2018 Commonwealth Games and perceived safety of the region, according to a report commissioned by council.

The RepTrack study was a recommendation of the Legacy Advisory Committee, created for the 2018 Commonwealth Games.

Latest surveying across several international countries collected between February and March this year showed the city had achieved a “strong reputation score of 75.5”.

It has moved from “average” in 2014 to the top of the “strong range” in 2020.

“This is not part of an Australian trend,” the RepTrack report said. “The Gold Coast has climbed the most ranks of all cities measured in 2020, moving from 35 to 14.”

Dreamworld and Whitewater World empty due to COVID-19 earlier this year. Picture: Jerad Williams

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A major reason for the upward trend is the Coast “offers a safe environment”. The region is rated among the top 10 cities in which people would want to “work, live and invest”.

The improvement is “strongly linked” to the successful staging of the Commonwealth Games.

Sydney is ranked first because of “the breadth of strong perceptions”, followed by Stockholm. The Coast is considered on par with Helsinki, Barcelona and Toronto.

The report analysed the perceptions of the Coast among Australians but found its reputation in the domestic environment had not improved dramatically. The reason for this, the report says, is the data was collected after the devastating bushfires last year and beginning of COVID-19, which impacted on the reputation of all cities.

“These results show we have continued to build on the success and legacy of the Commonwealth Games,” Mayor Tom Tate said. “Our reputation as not only a beautiful city but a safe city continues to grow and the past 12 months will only cement our position in this space.

Gold Coast Mayor Tom Tate. Picture: Jerad Williams

“To see us up there next to some of the most famous cities in the world, and having recognition like this, is something we need to celebrate and capitalise on as we move forward.”

The council is working on a strategy which aims to make the Gold Coast “the most desirable place” for the rest of the country and the world.

The Gold Coast City Reputation Strategy 2020-30 will be discussed by councillors in coming weeks, but is yet to be endorsed. The draft document outlines a “strategic vision” to boost the city’s reputation for its survival post-COVID.

Cr Tate said the strategy was important to “take control of our own story and tell it to the world”.

“We know that Gold Coasters love our city, are passionate about our city.

“But research tells us that much of Australia sees us as a great place to visit but have never looked deeper than that.

The council has a strategy aimed at making Gold Coast the most desirable destination in Australia and internationally.

“And we have never asked them to. They don’t know about our world-class universities, our entrepreneurial spirit, our diversified economy, our year-round lifestyle.

“Our thriving film industry, emerging health sector, international student programs and new start-ups are not even on the radar of those people outside of our borders. And it’s time we let them know.”

Cr Tate said the strategy had been two years in the making but was “recalibrated” after the coronavirus pandemic.

Council officers said they were unable to provide the draft before councillors endorsed it next month, or any details on what the strategy would entail. Industry experts are hopeful the city fared well enough throughout the pandemic to become a “go-to” destination for international and national visitors.

Leading demographer Mark McCrindle said COVID-19 helped to grow the Gold Coast’s global reputation.

Demographer Mark McCrindle. Picture: AAP Image/Jordan Shields

“Cities are competing for people within Australia and globally, importantly they’re competing for business investments because with that comes infrastructure and state government dollars,” he said.

“Even having people be aware of those options is an important first step. The great thing about the Gold Coast is that it has national awareness, in fact it’s a global city.

“It’s got a strong reputation for liveability, lifestyle and affordability compared to the southern capitals.

“(And now COVID-19) is in reality a global benchmark. People are looking around the world at the numbers in their areas, in their states and cities.

“Queensland has done very well, and the Gold Coast being on the border with larger states has done very well. So for those in New South Wales and Victoria it’s come out of this shining even more brightly.”

He added the “decoupling” of work and home would also make the Gold Coast a more desirable location among those looking for a sea change.

Moncrieff MP and City Heart Taskforce chair Angie Bell. Picture: Glenn Hampson

The City Heart Taskforce, chaired by Moncrieff MP Angie Bell, provided a number of ideas at the Reimagine Gold Coast forum in August. A total 11 industry bodies suggested:

• Encouraging companies to live on the Gold Coast and work in Sydney/Melbourne.

• Promoting the Gold Coast as a diverse and culturally inclusive community.

• Repurposing existing Southport CBD buildings to make the area “more liveable, inviting and safe”.

• Reimagining hubs/venues citywide.

Ms Bell told the Bulletin the city needed “authentic” branding and messaging to improve its reputation.

“One of the outcomes from the forum is the support from business leaders for a more co-ordinated, consistent approach to marketing and advocacy of our city,” she said.

“Our branding and messaging must be authentic, so we need to address the renewal of Surfers Paradise as a destination with new tourism products to market domestically and internationally.

“We are only held back by our ability to design the new version of our city. A future focus is the key.”

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