Gold Coast tourism: are we Australia’s favourite holiday playground

The Gold Coast has been delivered an end-of-year report card - but how did we fare, and with a Commonwealth Games hangover, are we still Australia’s favourite playground?

THE Gold Coast has been delivered an end-of-year tourism report card. Can Surfers Paradise with a Commonwealth Games hangover still be Australia’s favourite tourism playground?

Destination Gold Coast CEO Annaliese Battista rolled out the tourism numbers during an impressive presentation to city councillors and revealed the focus of New Year advertising.

Images of boardriders emerging from the surf on the Gold Coast form part of the new Tourism Australia campaign to attract working holidaymakers from overseas.

In the 12 months to June this year the city had 13.5 million visitors, up almost 13 per cent on the previous year. They spent almost $6 billion – again a big increase of almost 16 per cent.

But any analysis of tourism shows there are two distinct markets operating here.

The international visitor spend was a record high with a 3.8 per cent increase from the previous year, about $1.4 billion.

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This was achieved with only a slight increase in visitor numbers, up only 0.2 per cent. So those who were arriving from overseas were using their credit card a bit more.

The international market is “not so robust” but new flights in 2020 offer real growth.

“The new flight from Gold Coast Airport to Seoul is probably the standout in terms of our achievements,” Ms Battista told councillors.

Tourism & Events Queensland image of tourists surfing on the Gold Coast.

The Coast recorded a 44 per cent increase in visitors from Korea during 2018-19. This was achieved without an aviation route.

“That direct flight will add an extra 52,000 inbound seats from Seoul to the Gold Coast and we’re excited about what that will mean for tourism figures,” Ms Battista said.

China remains the most dominant international source market with 271,000 arrivals ahead of New Zealand with 209,000. Fewer Chinese arrived (2.6 per cent decline) but they spent more (up 4 per cent) – and independent travellers are the ones now being encouraged.

“Domestic visitation is the real hero of the past year, and that’s what we have really focused on,” Ms Battista said.

Annaliese Battista from Destination Gold Coast. Pic Mike Batterham.

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Domestic overnight visitation, which included 4.2 million tourists, and spend $3.8 billion) experienced significant increases – 18.5 per cent and 21.9 per cent respectively.

The 2018 Commonwealth Games was the initial catalyst for the spend.

“It was a record-breaking year,” Ms Battista added. “We have a record number of visitors from Brisbane, Sydney and Melbourne. They are our core markets. Brisbane in particular, we’ve had a 35.7 increase in visitation, and that’s not related to the Commonwealth Games. That’s post-Commonwealth Games.

“The key strategy is to go after the domestic overnight market share. That’s been a success. Gold Coast increased (its market share) by 3.2 per cent. I thought we might take a few years to deliver that kind of result. I’m delighted it’s taken a year. Long may it continue.”

Some tough conversations are needed. How much do we spend on promoting ourselves? Council allocates more than $25 million to support tourism initiatives.

Day-trippers — Ella Stewart, 19, and Sofie Kunzi, 19, drove down from Brisbane to beat the heat. Picture: Tertius Pickard.

Ms Battista knows she will be returning after March next year for a more difficult “post election conversation”.

“We are going to need to have a conversation about core funding and what it means. Tasmanian Destination’s marketing budget is $30 million in core funding which is double the Gold Coast, and they have less visitors and less growth.”

The question will be is the next council going to be as strong on tourism as this administration which steered the city through the Commonwealth Games.