Numbers stack up for Gold Coast recovery
The Gold Coast is making an impressive fightback from the COVID pandemic that has devastated Australian life.
Solid visitor numbers over the summer holidays have tourism officials optimistic about a rapid return to normal at the holiday destination known as “Australia’s playground.”
Destination Gold Coast CEO Patricia O’Callaghan told Accom News: “We saw occupancy sit at 70 per cent post-Christmas and over the first few weeks of January, which variated with many holidaymakers booking last-minute deals.
“Naturally this was not on par with previous years’ performance but served as a much-needed boost for our tourism operators following a challenging year.”
“Encouragingly, the market has been buoyed by solid visitor numbers over summer, but we must ensure this momentum continues.”
“The Gold Coast is a spacious destination that offers unique experiences for any traveller – from our incredible beaches and swimming spots to lush hinterland rainforest, iconic theme parks, tours and attractions.”
“There are plenty of deals for holidaymakers to lap up over the Easter break and we know this is a vital booking window for Gold Coast operators to capitalise on.”
Over 3.7 million visitors travelled to the Gold Coast in the year ending June 2020, including 734,000 international holidaymakers.
COVID caused visitor numbers to be down 27.4 per cent when compared with the more than 5.1 million visitors in 2019.
Visitors spent more than $3.6 billion during trips to the Gold Coast in the year ending June 2020, with international visitors contributing $962 million while more than $2.7 billion came from domestic sources.
Spend was down 27.9 per cent when compared with the more than $5 billion outlaid in 2019.
Although the Gold Coast’s economy will take many years to recover from COVID, tourism will be a key contributor in leading the city’s recovery.
Destination Gold Coast’s post-COVID-19 marketing plan for 2020-21 was designed to entice visitors to come back and play to ensure the Gold Coast’s $6 billion tourism sector can get back on its feet as quickly as possible.
Destination Gold Coast unveiled a four-phased approach as its blueprint to firstly claw back the losses as a result of COVID-19, and eventually, to return to the record-breaking heights of 2019.
Continued brand awareness and messaging inviting Aussies and Kiwis to come back and play ensured the Gold Coast not only remained top-of-mind, but also increased the likelihood of a successful bounce-back.
Destination Gold Coast launched the “Restart” phase for Queensland in June last year and South Australia in August with a series of “come back and play” campaign activities marketed via outdoor, free-to-air, cinema and digital placements.
A suite of videos to uplift and spark interest in the destination were produced to reflect the challenges associated with various stages of COVID-related restrictions and the experiences of parents and Gold Coast tourism operators.
It explained why Aussie families all deserved a holiday.
The first two videos generated more than eight million views on social channels.
Grantlee Kieza OAM has won three Queensland Media Awards, two Australian Sports Commission Awards and has been a finalist for the Walkley and News Awards and for the Harry Gordon Award for Australian sports journalist of the year. In 2019 he received the Medal of the Order of Australia for his writing. You can find more of his work in our AccomNews & Resort News print magazines.
He has written 22 acclaimed books, including bestsellers Hudson Fysh, The Kelly Hunters, Lawson, Banks, Macquarie, Banjo, Mrs Kelly, Monash, Sons of the Southern Cross and Bert Hinkler.
