(Australian Associated Press)
Whilst the blast of Antarctic chills in Australia’s south-east is welcomed by avid skiers with heavy snow falling in Victorian ski resort Mt Hotham and New South Wales’ Thredbo and Perisher – not everyone is loving the drastic drop in temperatures before the official start to winter.
After enjoying above average temperatures for the first four months of the year and an unusually balmy start to May, Destination Gold Coast (DGC) are banking on families in Australia’s southern states seeking an ‘endless summer’.
Launching a $2.6m marketing initiative to lure families to the Gold Coast this winter, DGC has extended its previous ‘Come & Play’ tourism campaign.
Destination Gold Coast CEO Annaliese Battista says the ultimate goal is to strengthen the Gold Coast’s position as Australia’s favourite holiday destination.
“We had a bumper Easter and school holidays and we are keen to draw more domestic tourists – our bread and butter – to experience Australia’s playground at a time that is traditionally a softer period for tourism,” says Ms Battista. “Earlier this year, we went to market with a bold tourism campaign, in partnership with the Queensland Government through Tourism and Events Queensland and our iconic theme parks, targeting families to ‘Come and Play’ on the Gold Coast.
“The Gold Coast is the ultimate family-friendly holiday destination and winter is one of the best times for a weekend getaway or holiday in sub-tropical climate conditions, without the humidity or summer crowds. We know visitors love our beaches, weather, theme parks, hinterland and all of our other iconic Gold Coast experiences – especially families,” adds Ms Battista. “Families can get their theme park thrills, hike in the hinterland or spend the morning whale watching before relaxing by the pool and walking from their beachfront apartment to a nearby world-class eatery or local surf club.
“We’re a global city with the heart of a coastal village, boasting some 300 days of sunshine and balmy winter temperatures – the Gold Coast is truly paradise.”
The 2018 Commonwealth Games was a record year for tourism on the Gold Coast with total visitation to the Gold Coast reaching a record high of 12.6 million, up almost 14% for 2018. Total regional expenditure by tourists also achieved a record $5.7 billion, up almost 20% for the Games year.
Whilst figures can not be pinpointed seasonally, domestic overnight visitation grew by 7.2% over 2018 with strong growth indicated in both the intrastate and interstate markets. Daytrip visitor numbers increased sharply, up 19.6% to 7.7 million visitors for the calendar year. All of these domestic results were records for the Gold Coast, and most likely a result of the Commonwealth Games.
DGC’s revised campaign debuted this week in key visitor markets of Sydney, Melbourne and Brisbane, continuing to tempt those shivering down south with the Gold Coast’s famed sunny beaches, theme parks, nature-based experiences, tropical rainforest and casual family-friendly dining.
“The Gold Coast has a sub-tropical climate with around 300 days of sunshine per year. The average winter daytime temperature is 21.5C and with minimal rain, it can reach 25C,” says Ms Battista. “Temps rarely go below ten degrees overnight and the water temperatures are still high enough to swim, averaging 19C – 21C in the water during winter.”
“I would challenge anyone who hasn’t visited the Gold Coast in the last five years to rediscover a more sophisticated definition of the destination.”‘
This feature has been produced in collaboration with the City of the Gold Coast