Visit Gold Coast: New data reveals what Brisbane residents think about the Glitter Strip
Everyone loves the Gold Coast but does Brisbane? New data reveals exactly what they think about having a holiday here. It will surprise you.
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THE Gold Coast is more popular with southeast Queensland residents than ever with new data revealing the power of the city’s brand.
Research conducted for Destination Gold Coast has bolstered efforts by tourism leaders to sell the city as a family friendly location, with Brisbane residents showing an increasing interest in spending time on the Glitter Strip.
Targeted at finding out what motivates Brisbanites to travel south, the study found:
• 71 per cent of Brisbane residents consider the Gold Coast as their first option for daytrips while 65 per cent say it is in their top three weekend getaway spots.
• 90 per cent of respondents said the Gold Coast was a place they could relax and escape the everyday, while 53 per cent said the Gold Coast offered the opportunity to indulge and pamper themselves.
Destination Gold Coast CEO Patricia O’Callaghan said it was important to continue to leverage the Gold Coast’s powerful brand while working to appeal to a broader audience.
“When people think of the Gold Coast, they think holiday haven, they think connection surrounded by the people they love, and they think an escape from the reality of the modern day world,” she said.
“A city that is surrounded by the beauty of golden beaches, the magic of our hinterland and ancient rainforest, dining, shopping, theme parks and experiences in abundance – that’s why we are unashamedly Australia’s favourite playground.
“Families have long been and will continue to be our bread and butter market here on the Gold Coast, but moving forward we see huge potential to broaden our marketing base and unlock the potential of SINKs (Single Income No Kids) and DINKs (Double Income No Kids).”
Leading demographers have urged the Gold Coast to use the 2032 Olympics to define its brand on the international stage and lure tourists.
The Glitter Strip is known for sun, surf and fun nationally but demographer Simon Kuestenmacher, the keynote speaker at next week’s Future Gold Coast forum said the city was a blank slate for much of the world.
He said this could be a positive aspect, allowing the city to rebrand itself in the decade leading up to its role co-hosting the Games.
Lewis Land Group’s Michael Latham told the Bulletin’s Future Gold Coast roundtable earlier this month that the city’s brand needed to go beyond targeting just tourists but those who want to make it their home.
“There is an importance of tourism brand but also the brand of living on the Gold Coast so if this is a place you are going to set up your life and have your family there this is the place you are proud of,” he said.
“It’s more than just the tourism side of things, it’s that the Gold Coast is a great place to be … rather than it’s a great place for tourists … so there is an element of pride needs to come through and that’s where perhaps we can get the likes of the Singapore Airlines coming through., less transitional people coming through but people who want to set up their life here.”
Mayor Tom Tate added: “Global companies spend billions annually to enhance, and protect, their brand.
“Our brand has been built over decades and while it has matured, it has remained authentic to its core values.
“I have attended a range of overseas missions on behalf of the City in the last 12 months and these trips are fundamentallyto ensure our city’s brand remains front-of-mind with regions such as the United Kingdom and the United States.
“The Australia-UK Free Trade Agreement will be activated in 2023 and I see great opportunities in the UK. Further, the 2023Pacific Airshow will be held next August. That event will allow us to promote the Gold Coast as one of the greatest lifestylecities in the world.’’
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Originally published as Visit Gold Coast: New data reveals what Brisbane residents think about the Glitter Strip
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