Gold Coast undergoes makeover

This follows a new campaign by its state, which launched Queensland, Where Australia Shines last month.

Lindsay Wallace, executive director for marketing and corporate relations, said South-east Asia brought 105,000 travellers to Gold Coast last year, but the strong Australian dollar could divert attention elsewhere.

“The currency has certainly made some travellers in South-east Asia review and postpone (their trips). That's why the re-invigoration of the Queensland and Gold Coast brand is so important.”

The brand will replace the Very Gold Coast, Very GC tagline, which has been around for five years. The previous brand was difficult for international travellers to understand, said Wallace, because it “focused on the city and not the holiday experience”.

In contrast, the new marketing approach plays on the tourist's emotion, highlighting four types of fun experiences – beaches, theme parks, entertainment and hinterland.

Feeling the pressure from competition elsewhere, the city itself was also undergoing a makeover, said Wallace. She revealed that three hotel and apartment developments were about to open over the next year or so. Hilton Surfers Paradise Residences, Soul and The Oracle will inject more than 1,000 rooms into Gold Coast, as well as offer a range of new retail and dining options.

The last large-scale apartment development on the Gold Coast was five years ago, said Wallace.

(Sources: Gracia Chiang, Singapore, TTGAsia)