The Gold Coast is encouraging Australians to embrace the vibrant energy and lifestyle of the city with the launch of the Get Up and Gold Coast tourism campaign. Initiated by Experience Gold Coast on August 27, this fresh campaign marks the first significant tourist promotion in nearly five years, inviting visitors to discover a transformed vacation destination.
Gold Coast Mayor Tom Tate stated, “We have been Australia’s favorite holiday destination for over 60 years. Millions of Australians cherish memories of their time here, enjoying everything from beach getaways to eco-adventures. We want everyone across the nation to ‘Get Up and Gold Coast!”
John Warn, CEO of Experience Gold Coast, described the campaign as both an invitation and a challenge to visitors. He expounded, “To ‘Gold Coast’ is to tap into the city’s vibrant energy and create meaningful experiences, whether big or small. This campaign has a dynamic spirit that invites everyone to partake in what the Gold Coast offers.”
With 13 million Australians visiting the Gold Coast by the end of 2024, it ranks as Australia’s second-largest holiday destination. The latest Tourism Research Australia data affirms its standing as Queensland’s foremost travel market.
Brant Hirst, marketing head at Experience Gold Coast, articulated the campaign’s essence, noting that visitors returning after time away will find a matured city boasting a sophisticated arts scene, world-class events, leading universities, and unrivaled natural beauty.
The campaign was rolled out alongside the launch of Experience Gold Coast’s first app, designed to enrich the exploration experience with tailored recommendations and exclusive deals.
The brand film, set against stunning Gold Coast backdrops, follows a local as she answers an inquiry from her Norwegian pen pal: “What do you love to do where you live?” Featuring appearances by surfing champion Stephanie Gilmore and author Ellidy Pullin, the film showcases the region’s highlights—from scenic beach strolls to exhilarating theme park rides.
Gilmore shared her enthusiasm, stating, “Getting involved in the Get Up and Gold Coast campaign has been a thrill. It highlights the best aspects of our community—the natural beauty, diverse culinary scene, and world-class surf—making it clear why I adore living here.”
