COAST ONE STEP AHEAD FOR KIWI TRAVELLERS

THERE are tantalising signs that the Gold Coast’s biggest industry is finally on the road back to its former glory. Destination Gold Coast’s bold push into the New Zealand market is a fantastic first step towards the post-COVID-19 era which will surely pay dividends in coming months and years. The Glitter Strip is a favourite for Kiwis – just look at how many have chosen to make this city their home. But the numbers don’t lie and paint a picture of the Gold Coast as a major destination for those living across the ditch. More than 212,000 New Zealanders visited the Gold Coast in 2019, the year before COVID-19 forced the virtual shutdown of the tourism industry. In 2019 alone, Kiwis injected $241 million into the city’s economy. There was strong interest from New Zealanders to come to the Gold Coast before the pandemic and it is clear that absence has only made the heart grow fonder. Launching a new advertising push to whet the appetite of grounded travellers is smart thinking because it will only build anticipation for a coming time when borders will be open again. Using local Kiwis is an equally clever touch because it gives the need for tourism and travel that critical personal touch. Closed borders, while necessary, have separated families and loved ones and left many businesses devastated or closed forever. Defeating this pandemic is critical, as is the eventual re-establishment of the Gold Coast’s tourism industry.