WATCH: City’s push to lure business events back to the Gold Coast

Gold Coast tourism bosses will today launch a new drive for businesses to ditch Zoom conferences and get back to holding face-to-face events right here.

It comes hot on the heels of a fresh marketing push to entice tourists to book a holiday to the Glitter Strip.

Before COVID, business events helped generate $570 million dollars for the local economy.


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There are already signs of recovery with 144 events locked in between now and 2030.

The new campaign dubs the Gold Coast as the “imagination capital of Australia”.

There’s also a gentle reminder that business can be mixed with a bit of pleasure in “one of the most famous leisure destinations in the world.”

Destination Gold Coast CEO Patricia O’Callaghan says the campaign was the first of its kind for the city.

“This campaign highlights the breadth and depth of the region because we are much more than our well-known sand and surf, the Gold Coast is a credible business events destination,” Ms O’Callaghan said.

“We are a destination bursting with capability and a city coming of age in one of the world’s fastest-growing regions. Our future events pipeline reflects this with 145 conferences and meetings, worth an estimated $206 million, committed to meet here between now and 2030.” 

The campaign will be kicked off locally today before being launched to the world at the Asia Pacific Incentives and Meetings Event in Melbourne next week.