It’s the Gold Coast calling
GOLD COAST – A tourism industry mission will this weekend attempt to bring the Japanese back to Australia’s Gold Coast.
Gold Coast Tourism will head a delegation representing 23 tourism businesses to showcase the destination in Tokyo, Yokohama, Nagoya, Kyoto and Osaka.
The group will meet with around 600 travel trade, travel retailers, airlines, government and agencies which directly influence the travel habits of the Japanese.
The mission is timed to stimulate interest in the Gold Coast before the launch of direct Jetstar flights from Osaka and Tokyo later this year.
Gold Coast Tourism CEO Martin Winter said the Gold Coast was going to reignite Japan’s passion for Australia’s playground.
“We need to be active, creative and unified if we are to make an impact in today’s highly competitive tourism environment,†he said.
“We are on a mission to promote the ever evolving Gold Coast experience, with new and rejuvenated products, a focus on our natural assets and the ease of direct access into the destination which many Japanese have a great desire for.
“More than just a great show and tell, we will be launching new Japanese language destination guides, direct air access with Jetstar and the first ever Gold Coast Travel Café in the heart of Tokyo.â€
The Gold Coast Travel Café is a joint promotion by Gold Coast Tourism, Tourism Queensland and Tourism Australia.
The café will be set up in Tokyo and feature destination displays, information and a quirky Australian inspired menu.
“We will be hosting several highlight events at the Travel Café including a media launch, celebrity event, the Aussie Beer Party and the Gold Coast Wine Party – these are great ways for us to further push the Gold Coast’s key messages,†said Winter.
Around $1 million will be spent in cooperative marketing of the Gold Coast to Japanese consumers over the next 12 months by Gold Coast Tourism, Tourism Queensland, Tourism Australia and Jetstar Airlines, with all four companies aligning strategies and activities to achieve maximum results for the city.
In the 12 months of March 2007 to March 2008, Tourism Research Australia data shows 132,601 Japanese tourists visited the Gold Coast (down 25.8% on the previous 12 months) and spent $106.5 million in the city (down 22% on the previous 12 months).
Ian Jarrett
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