Trade targeting boosts Gold Coast arrivals

Trade targeting boosts Gold Coast arrivals

Gold Coast Tourism has said its recent rise in UK arrivals has been attributed to more awareness in the travel trade. “In 2005 after recognising that the travel trade in the UK historically had known very little of the Gold Coast other than Surfers Paradise, Gold Coast Tourism embarked on a strategy of employing the services of a London-based representative to re-educate and stimulate the travel trade,” Tourism International Director Gordon Price told Travel Daily. As a result, the tourism board held regular seminars, workshops, training sessions and fam trips. In return, arrivals to the Australian destination from the UK have jumped 18% to more than 80,000 tourists. Price explained that the region’s top sectors were the Youth and Adventure market and the 35+ segment. He highlighted the coastline, rainforests, marine and mountain adventure activities and year-round sun as key motivations for these markets. The youth market also enjoyed “the fun and excitement of Northern Gold Coast’s “city by the sea” feel”, whereas tourists aged 35+ liked the natural surrounds and wildlife interaction opportunities. New developments in the region include a treetops rope course at Currumbin Wildlife Sanctuary, new watersport and wildlife options at Balunjali, new O’Reilly’s villas in a World Heritage site and a rainforest skywalk at Tamborine Rainforest. In addition, the Gold Coast Stadium has been demolished to make way for a new AUS$126 million arena.

Gary Marshall
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Gary Marshall
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