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Projects and initiatives
The major tourism related projects are summarised below. Further information is available by contacting firstname.lastname@example.org or calling +61 7 5581 7267.
Destination Tourism Management Plan
City of Gold Coast is working collaboratively with Gold Coast Tourism to develop an integrated Destination Tourism Management Plan to 2023. The needs and requirements of the broader visitor economy including events, conferences, education, sports and leisure, within the context of the City’s new transformational strategies, will be considered. The Plan is expected to be completed in early 2014 and will inform future City of Gold Coast tourism initiatives.
Gold Coast Dive Attraction
The Gold Coast is one of Australia’s most popular holiday destinations. To remain competitive in an increasingly crowded marketplace, new and innovative products need to be developed.
The opportunity for Gold Coast to develop an artificial dive attraction was identified with the objective of further enhancing the Gold Coast’s image as a vibrant and unique destination. There is currently no iconic off-shore dive site on the Gold Coast that attracts visitors and encourages repeat visitation. The creation of a dive attraction, where specifically designed and carefully chosen structures can be placed, will provide something for all divers of all skill levels, (i.e. 12m Resort Diver, 18m Open Water Diver and 30m Advanced Open Water Diver), creating a diverse and unique dive trail, enhancing the diving opportunities on the Gold Coast.
Since 2010, the City of Gold Coast has undertaken considerable planning and investigations into developing a world class dive attraction. Initially, the focus was on advocating for a joint partnership between Queensland and Federal Government to secure a decommissioned Royal Australian Navy vessel, such as the HMAS Tobruk, however given the significant estimated cost of between $5-10 million, timing uncertainty and environmental considerations, the City of Gold Coast has endorsed a much more cost-effective and innovative approach for a purpose built structure for its Dive Attraction.
This would be Australia’s first purposely built structure designed for scuba diving. It is intended that the structure(s) would be eco-engineered to attract bio-diverse marine life as well as be iconic in nature. The material used to develop the structure would cause no threat to the marine environment and conversely, encourage marine growth. It is our desire to deliver a best-practice and innovative world-class, eco-tourism experience.
The City of Gold Coast is currently investigating funding options, management structures and design elements of the Dive Attraction. Further information is expected to be known towards the end of 2013 so stay tuned.
The Gold Coast’s waterways are some of the most pristine in the world and contribute significantly to making the city such a great place to live and visit. The city’s natural and man-made waterways provide direct and indirect benefit to the marine, tourism and development sectors which underpin the local economy. With significant recreational boating, marine industries and tourism activities, the city’s waterways must therefore be carefully planned and managed.
The Gold Coast Marine Destination project aims to diversify the range of marine tourism products and experiences on the Gold Coast, encouraging visitors to stay longer and increase their spend. The project also aims to evenly distribute visitors throughout the Broadwater and the Southern Moreton Bay area and create employment, export and investment opportunities for the city.
The Gold Coast Marine Destination Project is overseen by the Destinations, Access and Management Working Group, which provides advice to the Gold Coast Waterways Authority.
Gold Coast Surf Cultural Tourism
Drawing on the reputation as a world class surf destination and the natural assets of Gold Coast beaches, there is an opportunity to develop an iconic, innovative tourism product focusing on surf culture (the people, language, fashion and life surrounding the sport of surfing) and the growing linkages with art, festivals and the Gold Coast community.
The Gold Coast could host an accredited Surf Culture Museum which would be home to a permanent collection of world class exhibition material, while also attracting special events, temporary or loaned exhibition material, festivals, theatre and other surf cultural related activities. The Museum will have a close association with the environment, history and community values while delivering a much needed new tourism infrastructure product, attracting visitors from across the world. An architecturally significant and iconic physical space designed to reflect the values of the museum will provide the community a place to gather freely, while providing commercial opportunities for like-minded entities.
In order to assess the feasibility of establishing such a concept, City of Gold Coast applied for and was successful in securing a Tourism Industry Regional Development Fund (TIRF) grant, a competitive, merit-based grant offered on a matched dollar-for-dollar funding basis.
A major focus of the program is to improve the quality of and attractions in regional areas, encourage innovative projects to attract interstate and international visitors and extend their length of stay. Securing this grant demonstrates the potential the new tourism product could have on the Gold Coast.
SGS Economics and Planning, with a consortium of local experts including surf writer and surf expert, Tim Baker, Museum Curator, Peter Tonkin of 3D Projects, Gold Coast architect, Philip Follent and Museum Architect, Greg Burgess, are currently undertaking the feasibility study, which is due for completion in early January 2014.
Springbrook Tourism Visioning Plan
In 2011, the Springbrook Visioning Plan was completed with the aim of exploring ways to improve the sustainability, viability and success of Springbrook’s tourism which also celebrates and protects the area’s World Heritage ecological values.
The final Springbrook Visioning Plan is available for download in sections:
The final plan is available for download in sections:
Part 1 Final Springbrook Visioning Plan
Part 2 Final Springbrook Visioning Plan
Part 3 Final Springbrook Visioning Plan
Part 4 Appendix A Context Analysis Report
Part 5 Appendix A Context Analysis Report part 2
Part 6 Appendix A Context Analysis report part 3
Part 6A Appendix A Context Analysis report part 4
Part 7 Appendix B Community Consultation Report
The City of Gold Coast is continuing to work with Springbrook to implement priority projects and actions from this Plan that will contribute to enhancing the visitor’s experiences, promote this World Heritage location as an alternate tourist destination to the beaches and theme parks, and support the long-term economic sustainability and success of the local businesses.
Gold Coast and Hinterland Tourism Opportunity Plan (TOP)
The Gold Coast and Hinterland TOP aims to inform and motivate tourism industry stakeholders to actively pursue tourism investment and infrastructure opportunities by identifying new opportunities and upgrades required to support tourism growth in the region. A revised TOP was completed in 2012, taking into consideration the changes to the environment and acknowledging the 2018 Commonwealth Games as a key opportunity for the city. Please click here to view the TOP.
Gold Coast Adventure Travel Group
The City of Gold Coast Council's Economic Development Branch began working with the local adventure travel industry in 2002. At that time, the city attracted 96,000 international backpackers. Since then, this has grown by 40 per cent to reach 116,000 visitors (Source: Tourism Research Australia, International Visitor Survey).
Key initiatives of the Gold Coast Adventure Travel Group include:
- cooperative marketing initiatives in leading Australian and international youth, student, adventure and backpacker publications, both print and online
- activities to increase the perception of the Gold Coast as an adventure and youth destination to all target markets, including international student markets
- regular industry development and networking events
- attendance at trade events including the World Youth and Student Travel Conference to promote the Gold Coast as an adventure, student and youth destination.
City of Gold Coast Business Mentoring and Development Program
In order to continue to develop the Gold Coast’s brand and product offering as a strong and distinctive destination, it is critical to grow the capacity of operators to develop more professional tourism businesses. This will then result in increased visitor numbers, length of stay and expenditure and encourage greater participation in tourism activities on the Gold Coast.
City of Gold Coast implements Business Mentoring and Development Programs for Gold Coast Tourism and Gold Coast Adventure Travel Group (GCATG) members on a variety of business and marketing issues including social media, eco-efficiency and new product development to grow the capacity of the Gold Coast tourist economy.