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About Us
Gold Coast Tourism is a not-for-profit, membership based, destination marketing organisation structured to promote the city as a leisure and business event destination through global and domestic trade, media and travel industry channels.
We represent a membership base of approximately 500 accommodation venues, theme parks and attractions, tour operators, restaurants and cafes, entertainment venues, transport providers and professional support services. Furthermore we work on behalf of almost 27,000 commercial businesses which contribute to our operation through a tourism levy.
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Our industry partnerships span all levels of tourism authority including, but not limited to, Tourism Australia, Tourism Queensland, Gold Coast City Council, Connecting Southern Gold Coast, Broadbeach Alliance and Surfers Paradise Alliance.
Vision
For the Gold Coast to be recognised locally, nationally and internationally as one of the world’s great tourist and business events destinations. For Gold Coast Tourism to be universally acknowledged as a successful, globally aware destination marketing organisation that embraces a culture of continuous improvement, customer focus, current technology, contemporary leadership and excellence.
Mission
To grow tourist visitation and expenditure to the Gold Coast, thereby facilitating wealth generation in the tourism and business events sectors for the benefit of stakeholders and the community. To add value to members through promotion and destination awareness.
Business Goals
• Increase visitor arrivals and expenditure to the city • Operate with a sustainable business model • Deliver value to members • Deliver business outcomes based upon quality research, best practice and return on investment • Apply available resources in the most effective and productive manner • Identify and invest in growth opportunities • Build the capacity of the Gold Coast Convention Bureau • Demonstrate industry and destination management leadership • Establish Gold Coast Tourism as an employer of choice
Brand Values
The Gold Coast is Australia’s playground. It is a welcoming, vibrant, diverse, fun and entertaining destination. These values are reflected in the work of Gold Coast Tourism.
Our Role
Tourism directly contributes $4.6 billion into the Gold Coast economy annually and accounts for 19,000 full time equivalent jobs in the city. Established in 1975, Gold Coast Tourism employs a staff of marketing and sales professionals to positively promote the destination. Our work generates exposure and converts the interest of potential leisure and business consumers from outside the Gold Coast region into visitation for the businesses of the city. Our strategies and activities are developed in consultation with the local industry, local council, state and national tourism bodies, national and international travel trade and other industry partners.
