Tourism Opportunity Plan - Tourism Queensland

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3 Our Vision The Gold Coast has celebrated winning the prestigious and high profile 2018 Commonwealth Games, which will provide significant opportunities to shape infrastructure needs The Gold Coast, Famous for fun brand was introduced to replace the Very GC positioning. The brand captures the essence of the Gold Coast as the place where you go on holidays to have fun and the new brand positions the Gold Coast as Australia’s endless playground offering the best Australia has to offer in the realm of excitement, energy, play and fun. 3.3 What is the current tourism profile of the region? The projects and opportunities identified in the 2008 TOP were based on forecasted growth rates determined at the time of publication. Since the original Gold Coast TOP was developed, the Gold Coast, like all destinations in Australia, has been exposed to a number of factors mitigating against the growth forecasted in 2008. In 2011, the Gold Coast experienced the following tourism trends*: Domestic visitation to the Gold Coast softened in 2011, driven by declines in holiday and VFR (visiting friends or relatives) travel. In contrast to this, domestic business travel continued to increase, up 7% in 2011. Interstate visitation declined in 2011, with travel from Sydney and Melbourne decreasing, as was the case state-wide. This was partially offset by a welcome increase in travel from regional New South Wales (NSW), which is now the Gold Coast’s largest interstate source market. Intrastate visitation eased by 2% in 2011, highlighting the low consumer confidence that exists in the marketplace. Solid growth in intrastate VFR travel to the Gold Coast further exemplifies the budget conscious decision making process of domestic travellers. Three of the region’s key source markets –New Zealand (NZ), Japan and the United Kingdom (UK) all recorded visitor declines. The natural disasters in NZ and Japan impacted outbound holiday travel to Queensland, with the Gold Coast particularly impacted. The European financial crisis and subsequent high youth (under 30 years) unemployment softened travel from the UK. Previous growth from China slowed, possibly the result of direct flights into Brisbane now being established for over a year. Chinese visitation is however, up 20% since 2008. This has seen China become the second largest international source market for the Gold Coast. Despite the declines in domestic visitation to the Gold Coast, the average length of stay of these travellers remained stable. Growth was seen in the length of stay of VFR travellers (up 0.4 nights to 3.5 nights). The average length of stay of international visitors to the Gold Coast increased, with growth recorded in holiday, VFR and business travel. In addition there are a number of consumer and market trends that are likely to influence the future development of tourism in the region: Global Consumer Trends Increasing use of the internet and social networking Improved access and affordability of air travel Value for money is critically important Destination ‘brag-ability’ is increasingly important Visitors seeking more ‘meaningful’ experiences Growth in ‘voluntourism’, community oriented-tourism and ‘offthe-beaten track’ travel Australian Market Trends How you feel is more important than how old you are – the emergence of ‘psychographic’ segmentation The ‘Experience Seekers’ are looking for learning experiences Visitors are seeking authentic interactions with locals, nature and destinations Queensland Market Trends Visitors are seeking natural encounters, islands and beaches, Queensland lifestyle, and adventure Visitors want fun, relaxing and care-free experiences and to escape the crowds An industry shift towards experience segmentation – targeting visitor needs and wants 3.4 Target markets Traditional methods of market research have defined consumers by demographic and life-stage variables that assume everyone in the same age group or with the same income act in a similar way. In order to better understand the consumers’ needs and wants, maximise the impact of the development, the marketing dollar and to communicate more effectively with the consumer, Tourism and Events Queensland has adopted a needs-based segmentation approach for identifying both domestic and international target markets. This approach is similar to the experience-based segmentation adopted by Tourism Australia for targeting international markets All tourism development and promotion activity is based on consumer needs. The following target markets for the Gold Coast include the current targets and those identified for development to achieve the region’s long term appeal. Tier One: ■■ ■■ ■■ Connectors in Brisbane and Regional Queensland Social Fun Seekers in Sydney and Melbourne New Zealand, United Kingdom, China, Taiwan, Hong Kong, Japan, Middle East, Singapore, Malaysia and Indonesia Tier Two: ■■ North America, Germany, France, Netherlands, Switzerland, India and Korea. *Data sources: National & International Visitor Surveys, Tourism Research Australia. 6
3.5 The Gold Coast Visitor Market in 2020 – trends and forecasts Over the next period to 2020, visitation to the Gold Coast will also be influenced by a wide range of external factors that will impact not only on visitation to the region but to Queensland and Australia as a whole. Provided below is a summary of the Tourism Forecasting Committee forecasts for future tourism demand to 2018 in Australia and Queensland; Domestic Trends and Forecasts Stable numbers of domestic trips Increased domestic visitor nights in Queensland Slight decline in domestic VFR in regional Queensland International Trends and Forecasts Recovery of Australia’s inbound tourism market Increased seat capacity into Australia Growth in overall international visitor numbers Increase in average length of stay Increase in international VFR in regional Queensland In 2008 tourism to Australia was forecast to grow at an annual growth of around 2% for domestic visitation and 5% for international visitation. The most recent growth projections from the Tourism Forecasting Committee, however, forecast an average annual growth rate of 0.5% for domestic visitation and 3.6% for international visitation to 2020. These future growth projections applied to the Gold Coast* can be seen in Figure 3, below: Figure 3: Gold Coast Visitor Forecasts to 2020 Total Gold Coast Visitors (million) 15 14 13 12 11 10 9 8 7 6 5 Given the latest growth forecasts, it is anticipated that the Gold Coast will welcome 12 million visitors in 2020. This comprises an additional 1.0 million visitors compared to 2011. This equates to an additional 2,700 visitors per day. Domestic day trip visitation to the Gold Coast is expected to increase by 14% between 2011 and 2020. As outlined in Figure 4, this will result in 63% of total visitors to the Gold Coast being domestic day trip visitors, resulting in an increase of 4% in share from the market by 2020 The Gold Coast is also forecasted to welcome 3.4 million Domestic Overnight Visitors in 2020, an increase of 4% from 2011 figures. By 2020, Domestic Overnight Visitors will comprise 29% of the total visitor market to the Gold Coast (Domestic Overnight Visitors currently account for 31% of all Gold Coast visitors). Figure 4: Gold Coast Market Share of Total Visitors 2005, 2011 and Forecast to 2020* 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 8% 7% 8% 33% 31% 29% 59% 62% 63% 2005 2011 2020 Domestic Daytrip Domestic Overnight International *Forecasts based on year ending 2011 NVS and IVS data, applying TFC growth projection (April 2012) In order for the Gold Coast to achieve its growth targets aligned to Australia’s national strategy to enhance growth and competitiveness (the 2020 Tourism Industry Potential), the region will be required to achieve an average annual growth rate of 7.1% in visitor spend up until 2020. Should these targets be achieved the Gold Coast would receive approximately $7 billion in visitor expenditure per year by 2020. International visitation to the Gold Coast is expected to increase by 37% between 2011 and 2020. These projections are buoyed by strong growth in a number of markets and particularly from the China market. 3 Our Vision 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 *Forecasts based on year ending 2011 NVS and IVS data, applying TFC growth projection (April 2012) 7
Page 1 and 2: Gold Coast and Hinterland Tourism O
Page 3 and 4: Contents Surfers Paradise Aerial Ac
Page 5 and 6: 1 Context Gold Coast Dining, Marina
Page 7 and 8: 2 Guiding Principles Skypoint Q1, S
Page 9: 3 Our Vision Surfers Paradise Fores
Page 13 and 14: 4 Gap Analysis Mt Cougal, Gold Coas
Page 15 and 16: 6 Supporting Projects Metricon Stad
Page 17 and 18: Appendix Marina Mirage Table 2: Cat
Page 19 and 20: Catalyst Project Description Events
Page 21: Supporting Project Description Rail

Tourism Opportunity Plan - Tourism Queensland

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