Debate on push for ‘pink dollar’

AUSTRALIA’S resounding yes vote for same-sex marriage is sparking vigourous debate on the Gold Coast on how to best attract the “massive” pink tourism market.

New Zealand has been cashing in since introducing same-sex marriage laws in 2013 with 3000 same-sex couples tying the knot, almost half from overseas with tourism dollars to spend.

Now some are calling on the Gold Coast to do the same and actively target the socalled pink dollar or rainbow tourism market.

Gay Gold Coast public relations maestro Andrew Meadowcroft is urging the city to put “energy” into the sector

“It’s about time we stopped looking at gay and lesbian tourism as a small niche market and for our leaders, regional tourism organisations and divisional organisations to put value behind it,” he said.

“Even though internationally it is a huge market we have been pulling the chain on the Gold Coast.”

Mr Meadowcroft said Port Douglas was second behind Sydney as the favoured spot for gay and lesbian holidaymakers with specific festivals and gay-friendly resorts.

“I’m not saying we need to go to that level but the fact we are resting on our laurels here is ridiculous,” Mr Meadowcroft said.

Broadbeach Alliance CEO Jan McCormick said it was a “massive” tourism market and could be hugely beneficial for the city.

“I think the rainbow market is a really strong one,” she said.

“It's something we as a city should leverage off. Just have a look at Sydney and the success of its Mardi Gras. It’s a very strong market.”

Gold Coast Tourism spokesman Dean Gould said the “pink dollar” had been a specific focus in the past.

“But the gay community is pretty much integrated into our marketing and messaging these days,” he said.

Six to seven years ago, Gold Coast Tourism actively targeted gay and lesbian tourism, hosting workships for local businesses, producing a targeted guide and earning the city accolades including best gay honeymoon spot.

“However, as I said it is pretty much integrated into our general marketing now. People are people and they like the same waterfalls, beaches, theme parks and restaurants,” Mr Gould said.

Council economic development boss Cr Hermann Vorster said changes to the Marriage Act would mean a major boost for the local tourism sector and economy.

“We are already known as a place to get married, enjoy honeymoons and this is an opportunity to tap into more couples who can enjoy this,” he said. “There will be no shortage of businesses keen to provide the kind of hospitality and services these ceremonies will need.”

ABOUT time Australia.

Four years after our close cousins in New Zealand legalised same-sex marriage, this country is poised to do the same.

Federal Parliament is expected to consider a bill formalising yesterday’s resounding yes vote from more than seven million Australians, or 62 per cent of eligible voters.

Assuming the vote does translate into law, attention is now turning towards a healthy new debate – how to best cater to and target the gay and lesbian tourism sector – and it is a conversation being held as vigorously on the Gold Coast as anywhere.

There are, excuse the pun, a rainbowlike spectrum of valid views on this.

Gold Coast Tourism has actively targeted the so-called “pink dollar” in the past but acknowledges it is now something integrated into its overall general marketing strategy.

In many ways, the regional tourism organisation’s new marketing campaign for the city – and its catchcries “Live like a Local” and “We are Gold Coast” perfectly encapsulate the more diverse, complex and progressive place the tourism capital is becoming.

As Gold Coast Tourism spokesman Dean Gould said on the topic of the gay and lesbian tourism sector: “People are people and they like the same waterfalls, beaches, theme parks and restaurants.”

But there is an equally valid argument – well-articulated by local PR maestro Andrew Meadowcroft – for the city to put more effort into specifically targeting the pink dollar.

Figures show since New Zealand legalised same-sex marriage, it has hosted 3000 weddings and about half were visitors. You can’t argue with the success of Sydney’s Gay and Lesbian Mardi Gras – in 2016 it pumped an estimated $30 million worth of economic benefit into the city, making it that state’s second largest event in terms of financial impact.

The Gold Coast, as the country’s tourism capital, now must also embrace a conversation about the best way forward on a local front to promote the place to the rainbow market.