Important to take real GC story to the world

THERE has been so much talk about the impact of the 2032 Olympic Games on our city as part of the Future Gold Coast forum. While less tangible than infrastructure elements such as the light rail or sporting facilities, brand is an important aspect of these conversations.

What is the Gold Coast and how is the city perceived here in Australia and abroad?

Sure for a long time the Gold Coast has been seen as Australia’s party capital.

The place you come for a holiday and a good time. Oh … and don’t forget the beaches. Yeah we have beaches.

For those of us who live here though, we know the Gold Coast is so much more than that.

It is a city that is ever-evolving and rich in so many natural and man-made assets that are family friendly.

And there has been much hard work done to ensure that has become our brand on a national level.

But it is interesting to hear demographer Simon Kuestenmacher’s take about where we sit on the world stage, suggesting that our brand or presence is a blank slate.

And he’s right, that presents an incredible opportunity for the Gold Coast to shape its story as the attention of the world turns to southeast Queensland over the next decade.

As Mr Kuestenmacher describes it, the Olympics is the “godfather of rebranding opportunities”.

The city can position itself as a destination with so much to offer for tourists who can continue to return, year after year, and still be amazed at what they can discover.

The key will be city leaders knowing what that brand is and being on the same page when it comes to selling our story to the world.