Question on Notice No. 470 Asked on 4 June 2014

11 Jul 2014 12:47 PMMichael Hart

MR HART ASKED THE MINISTER FOR TOURISM, MAJOR EVENTS, SMALL BUSINESS AND THE COMMONWEALTH GAMES (MRS STUCKEY)- QUESTION: Will the Minister outline what action is being taken to double overnight expenditure from $15b to $30b, particularly on the Gold Coast?


Will the Minister outline what action is being taken to double overnight expenditure from $15b to $30b, particularly on the Gold Coast?


I thank the Member for Burleigh for the question.

The Queensland Government is committed to working collaboratively with the tourism industry to achieve economic and social benefits for the State. Tourism and Events Queensland (TEQ) is the leading government body that works to achieve these outcomes through the marketing and promotion of tourism, tourism experiences and destination development, and securing major events for Queensland.

TEQ’s strategic focus is to build strong Queensland destinations, which align with DestinationQ objectives and the overarching Destination Success strategy. TEQ works in partnership with Queensland’s regional tourism organisations and industry to deliver destination focused marketing campaigns with the ultimate aim to boost visitation to the State.
Recent domestic campaigns marketing the Gold Coast that have been run jointly between the Government and the regional tourism organisation, Gold Coast Tourism, include: Gold Coast Sevens 2013 Campaign (August to September 2013); Pre-Summer Campaign – Famous for Fun (October to November 2013); Theme Park Capital Campaign (December to June 2014), Gold Coast Supplement (February 2014); Gold Coast Qantas campaign (February 2014); and the Gold Coast pre-winter campaign (June 2014).

The Gold Coast pre-summer campaign is one of the Gold Coast’s major campaigns for the financial year. The campaign was in partnership with the Gold Coast Airport and Jetstar, and targeted consumers in Sydney, Melbourne and South East Queensland. The campaign exceeded its targets, with over 13,682 leads generated to industry and 141,964 unique website visitors.

The Gold Coast Sevens 2014 Campaign is due to commence in July with the aim to drive ticket sales and visitation to the region over the Gold Coast Sevens event weekend in October 2014. TEQ and Gold Coast Tourism are partnering with the Australian Rugby Union (ARU) and for the campaign.

In addition, the Gold Coast destination is promoted internationally by TEQ in
collaboration with Gold Coast Tourism, in key markets including New Zealand,
Japan, South East Asia, Korea, China, Taiwan, the United Kingdom, Europe
and the United States. TEQ works closely with Gold Coast Tourism and key
partners to support aviation access to the destination, including via
memorandum of understanding agreements with airline partners.

TEQ has assisted each of Queensland’s regional tourism organisations,
including Gold Coast Tourism to develop their respective Destination Tourism
Plans. These plans aim to provide a clear direction for tourism in each
destination and identify opportunities and strategies to create a sustainable
and competitive tourism and events industry. With the support of key industry
stakeholders and local and State Government, the Gold Coast Destination
Tourism Management Plan has now been finalised.

Through TEQ, the Queensland Government also supports a broad spectrum
of major and local events in the Gold Coast region. Events tourism is an
important driver of visitation to the Gold Coast as well as to all of
Queensland’s destinations. In 2012-13, TEQ’s investment in 44 major events
was a driver of event-specific travel attracting 688,000 visitors, delivering
more than 1.08 million direct visitor nights and direct and incremental
expenditure of $289 million.

Major events supported by TEQ in the Gold Coast in 2013 and 2014 (calendar
years) include:

• Quiksilver Pro and Roxy Pro and ASP Dinner (March 2013 and 2014);
• Blues on Broadbeach (May 2013 and 2014);
• Gold Coast Airport Marathon (July 2013 and 2014);
• Australian University Games (September/October 2013);
• NetFest (October 2013 and 2014);
• Australian Surf Life Saving Championships (October 2013);
• Coolangatta Gold (October/November 2013 and 2014);
• Pan Pacific Masters Games (November 2014);
• Gold Coast Sevens Fever Pitch (October 2013 and 2014);
• Gold Coast 600 (October 2013 and 2014);
• Australian PGA Championship (November 2013 and 2014);
• Magic Millions Race Day Carnival and Yearling Sales (January 2013
and 2014) and National Sales (June 2013 and 2014);
• National Mountain Bike Championships (March 2014);
• Australian Ladies Masters (February 2013 and 2014);
• Opera on the Beach (May 2014);
• Pan Pacific Swimming Championships (August 2014);
• AFL Draft and Conference (November 2013 and 2014); and
• Australia v Argentina Rugby Union Test (September 2014).

In addition to these events, TEQ continues to work with partners in the
destination to attract and secure strategic major events for future years.

Events supported by TEQ through its Regional Development Program in 2013 and 2014 (calendar years) include:

• Burleigh Pro (February 2013);
• Bleach* Festival (February 2013 and March 2014);
• NRL Masters Rugby League Tournament (March 2013);
• Queensland Ocean Swim Series (March 2013 and 2014);
• Gold Coast Film Festival (April 2013 and 2014);
• Cooly Rocks On (May/June 2013 and 2014);
• Immerse Paddle Festival (June 2013 and August 2014);
• Swell Sculpture Festival (September 2013 and 2014);
• Gold Coast Festival of Cycling (September 2013 and October 2014);
• Tour de Valley (October 2013);
• Medibank Wave Warriors Junior Challenge (October 2013);
• Mitsubishi World Masters Golf Championships (October 2013);
• Australian SUP and Paddleboard Titles (November 2013);
• Kirra Kite Festival (November 2013);
• Surfers Paradise Festival (April 2014);
• Gold Coast International Food, Wine and Music Festival (April 2014);
• Gold Coast Renaissance Faire (May 2014); and
• Elvis – Viva Surfers Paradise (July 2014).



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