In response to the devastating effects of ex-Tropical Cyclone Alfred, Brisbane and the Gold Coast have introduced new destination campaigns and recovery strategies aimed at helping their tourism industries bounce back.
Brisbane’s Bold Recovery Plan
Brisbane’s tourism sector is set for a major boost with the launch of a new destination campaign designed to support local businesses recovering from the cyclone’s disruptions. The Brisbane Economic Development Agency, in collaboration with the Queensland Government, has unveiled the “Brisbane Favours the Bold” campaign, which aims to attract visitors and encourage spending to help businesses recover from losses estimated at over $68 million.
The campaign will showcase iconic Brisbane operators and attractions, featuring well-known local figures such as comedian Christian Hull, Djawun Tours operator Jason Murphy, and acclaimed chef Benny Lam. Targeting travelers across Australia and New Zealand, the initiative aims to drive visitation to the city and help businesses get back on their feet.
Partnerships with major companies like Virgin Australia, Expedia Group, and TripAdvisor will further boost the campaign’s reach, encouraging bookings and accelerating recovery efforts.
Gold Coast’s ‘Spend and Get’ Reward Program
Meanwhile, the Gold Coast has rolled out a three-phase tourism campaign designed to attract visitors and revive the region’s economy after the destructive impact of Cyclone Alfred. The storm was the first cyclone to hit the Gold Coast in 70 years, leaving a lasting mark on the community and its tourism industry.
The Gold Coast campaign includes a nationwide media push, along with discounted flights and accommodation, and a “spend and get” reward program to incentivize spending. This initiative is aimed at bolstering the visitor economy in the lead-up to the Easter and April school holidays.
The Experience Gold Coast campaign is part of a larger statewide effort to support the region’s tourism recovery, emphasizing that the Gold Coast is open for business and ready to welcome back visitors.
Brisbane’s Resilient Recovery
Brisbane’s Lord Mayor, Adrian Schrinner, emphasized the importance of the campaign in helping the city recover. He stated that Brisbane’s vibrant precincts, world-class dining, and major events had helped build the city’s reputation as a top destination.
“Many businesses closed their doors during Cyclone Alfred to ensure the safety of staff and customers, but this came at a significant cost,” Schrinner said. “Brisbane’s businesses are vital not only for tourism but for providing jobs and supporting local families. We’re acting quickly to ensure a swift recovery.”
The campaign will continue to highlight the people and places that make Brisbane one of the best places in the world to visit and live.
Gold Coast Back in Business
The Experience Gold Coast initiative is part of a broader strategy to help the region recover from the cyclone’s impact. With the tourism industry hit hard, the Gold Coast’s new campaign seeks to bring back visitors and reassure them that the region is ready to welcome them again.
Both Brisbane and the Gold Coast are committed to supporting their local businesses and the tourism sector as they recover from the challenges posed by Cyclone Alfred.
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