
3 minute read
Chairman's Summary
Gold Coast Tourism can confidently enter the forthcoming year with positive optimism.
This year, for the first time in its reporting history, the World Tourism Organization detailed negative growth for the global tourism industry. This statement, without being alarmist, gives necessary perspective to the environment in which Gold Coast Tourism and our almost 500 member businesses have been operating.
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The Australian tourism industry acknowledged the effects of a lingering GFC and a strong Australian dollar with flat international visitation for the year. A disturbing highlight in these numbers, was the gap between Australians travelling overseas and international visitors to Australia widening to above the one million mark in a 12 month period for the first time.
Despite this slowing in global and national tourism, the Gold Coast increased its international visitation for the year by 5% to 826,000. This result is even more impressive when compared to the 2% decline in international visitors to Queensland. Travel by Australians to the Gold Coast was also above state and national trends, with the Gold Coast outperforming most other destinations to achieve a 3% increase in domestic overnight visitors to 3.3 million compared to the 3% decline in domestic overnight visitors for Queensland as a whole.
At a time when construction on the Gold Coast came to a virtual standstill, the tourism industry stood tall, underpinning the local economy and preserving thousands of jobs. This ability to sustain numbers in a declining market is testament to the work undertaken by all involved in marketing and promoting the destination. The very credible result is also of great credit to the professionalism, planning and endeavour displayed by Gold Coast Tourism.
Gold Coast Tourism made decisive decisions and executed even more innovative programs in 2009/2010. Foremost amongst these was the decision to invest in a new brand, which will roll out in time for the peak summer holiday marketing period. The fresh creative captures the very essence of the Gold Coast and why we have been Australia’s favourite holiday playground for more than half a century.
Internationally, steps were taken to capitalise on the anticipated growth out of China by opening an office in Shanghai, and appointing an in-market representative. By working closely with our partners from Tourism Australia and Tourism Queensland, the combined effort has leveraged many millions of valuable marketing dollars for the region.
At the same time we have kept domestic tourism and Business Events on the radar. The drive market, which attracts more than 3.6 million visitors each year, has received heavy investment for a multitude of year-round tactical programs and interstate spend in the key cities of Sydney and Melbourne sits at record levels. Business Events’ high yield has continued to be recognized, and although 2009 was a lean year, forward prospects are looking good. The aviation sector, without which the industry would fail, has also had an outstanding year. Both Gold Coast and Brisbane airports have reported record passenger movements, additional services and new operating airlines.
I wish to acknowledge: the Mayor, Councillors and management of the Gold Coast City Council for their commitment to tourism through GCT; my fellow Board members whose tireless work often goes unrecognised but which is so important to our industry; the management and staff of Gold Coast Tourism that make everything happen so seamlessly, and finally; our local, intrastate and national industry partners who invest both their faith and finances with us for the common good.
Notwithstanding the challenge that the Gold Coast faces with aging infrastructure and stronger than ever competition, I believe the industry has a very bright future. Gold Coast Tourism takes the responsibility invested in it very seriously. By harnessing the unqualified support it receives from the Gold Coast City Council and industry it can confidently enter the forthcoming year with optimism.
