Destination Gold Coast introduces global campaign

 Saturday, June 3, 2023 


Destination Gold Coast has launched a global campaign targeting incentive and corporate event planners in South East Asia, encouraging them to give their teams the trip they deserve.

This global campaign aims to position the Gold Coast as an ideal destination for connecting, celebrating, and rewarding achievements. It highlights the region’s exceptional weather, scenic location, diverse venues, and over 160 experiences within a 30-minute radius of the city.

Selina Sinclair, Head of Business Events at Destination Gold Coast, expressed that the campaign is designed to engage with high-performing individuals within companies who consistently go above and beyond to achieve their targets. It serves as both an acknowledgment of their efforts and a reward for their hard work.

The digital-led campaign, supported by Tourism Australia’s Business Events Advance Program, has been launched across various trade and social media platforms. It features compelling content and publicity activities to capture the attention of the target audience.

The Gold Coast has already begun attracting incentive travel groups, with Amway Thailand selecting the city to host over 1,500 delegates for a five-day event in March 2025, expected to inject approximately $5 million into the local economy. This success was made possible through partnerships with Tourism Australia’s Business Events Bid Fund Program and Tourism and Events Queensland.

While the pandemic caused a decline in incentive travel groups to the Gold Coast, the destination is now focused on rebuilding visitation through effective marketing and collaboration with the City of Gold Coast, government bodies, industry stakeholders, and partners. In 2019-2020, incentive travel accounted for 12.9% of all business events on the Gold Coast, making it the fourth most popular international business event destination.

The campaign aims to reignite interest in the Gold Coast as a premier choice for incentive and corporate events, showcasing the destination’s unique offerings and providing a memorable experience for deserving teams.

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