Destination Gold Coast releases strategy to recover tourism

Destination Gold Coast CEO, Annaliese Battisa said 'As we strategise the recovery of our bedrock visitor economy, a phased domestic market re-entry plan will be Gold Coast’s blueprint to timing market forces as travel bans are lifted and consumer confidence returns.'

'An important ingredient to this recovery is strong, effective destination marketing in a post-coronavirus domestic market that will be highly saturated with cashed-up destinations competing for tourist dollars' Annaliese mentioned. 

Gold Coast's tourism-led recovery plan will harness strong marketing via social and traditional media to win back consideration and patronage from our bread and butter domestic market, as we encourage visitors to #comebackandplay. You can view the recovery plan here.

Campaign activity will initially target day-trippers and the drive market before scaling up to intrastate and interstate fly markets and across the ditch into New Zealand.

Long-haul international travel is long away, but we are in a very fortunate position that 92 per cent of visitors to the Gold Coast are domestic and that positions us in good stead to rebound with a roar for the continued success of Australia's favourite playground. 

Annaliese mentions 'We know it will take many years to recover from the fallout of this pandemic and we’ll need strong support and funding from key stakeholders, industry and our community'