Tourism boss talks to the challenges as Coast and Oz reopen to world

GOLD COAST BULLETIN:

We’ve known international borders would open. What is the plan? What locations are being targeted, and what dialogue have you had with key players in those areas recently to ensure we can maximise relationships and returns?

PATRICIA O’CALLAGHAN: In the short to medium term, visitation will predominantly come from our domestic market, especially Sydney, Melbourne and the drive market, but we’ll work exceptionally hard to attract our international markets back. The international market is incredibly lucrative to the Gold Coast and Destination Gold Coast has been working hard behind the scenes to ensure we are top of the list for its return. In Japan we’ve launched a promotional partnership with the Sheraton Grande Tokyo Bay Hotel – Tokyo’s official Disney resort – where up to 150,000 guests will experience a “Gold Coast themed’’ lobby, while the entire eighth floor is decked out in all things Gold Coast. This is about immersing these visitors in what our city has to offer and enticing them to make their next holiday destination the Gold Coast.

Now borders are open, our strategic approach internationally is focused on conversion-based activity with travel, trade and aviation partners to support a rapid return of international visitors. Destination Gold Coast has particularly focused on our Asian markets, which we see leading our international tourism recovery, along with of course our friends across the ditch. The backpacker and working holiday travellers from UK and Europe are important to support staff shortage issues. Prior to the pandemic, we were seeing strong growth from the high valued travel market in the US and this a segment we will be working to attract back.

We are also working closely with Gold Coast Airport to reinstate our direct air services with Singapore, Japan, Korea and NZ and exploring new route opportunities in other Asian markets.

GCB: What internal polling has been done with offshore stakeholders and members, and what’s been their reaction?

PO: While the Omicron peak has resulted in a decline in travel sentiment across Australia and international markets, most international markets still perceive Australia in a positive light and we are hoping to see this domestic sentiment improve. Destination Gold Coast also conducted a significant travel survey in NZ that showed three in four NZ travellers (73 per cent) are considering travelling outside of NZ within the next two years. Of those considering international travel, over half (59 per cent) are strongly considering visiting Australia. The Gold Coast is in the top three destinations Kiwi’s plan on visiting (behind Sydney and Melbourne).

GCB: What has been the reaction since the announcement to reopen the international borders on February 21? Who is coming and when? Happy or concerned?

PO: While we know it will take time to recover internationally, the news gives confidence to travellers that Australia is open, and this confidence is critical to the re-establishment of aviation services from our key international markets. We have Scoot back on Monday and Air NZ will resume from Auckland from March 2.

GCB: What strategic business models have you presented to governments, and what preparation works have been completed at ground level?

PO: Destination Gold Coast has undergone a strategic shift during Covid to best capitalise on opportunities moving forward and hit the ground running. Our Business Events pillar has just released a five-year strategy and will soon reveal its new brand to compete with the rest of the world in the lucrative business events market.