Latest News

Back to Latest News back

 

Commonwealth Games hits Gold Coast tourism numbers

Commonwealth Games hits Gold Coast tourism numbers
April 18, 2018

With on the ground reports that visitor numbers to the Gold Coast took a massive dip during the Commonwealth Games, Village Roadshow has blamed the event and recent wet weather for poorer-than-expected performance at its Gold Coast theme parks.

Village cites the Commonwealth Games and a wetter-than-usual month of March as reasons for slow trading at their theme parks that include Warner Bros. Movie World, Sea World and Wet'n'Wild Gold Coast. The company now predicts that their theme parks will come in with lower earnings than the 2016/17 financial year.

With fatalities at Dreamworld impacting performance during the previous financial year, this year's poor performance is despite of the acclaimed launch of DC Rivals HyperCoaster in September 2017 and the introduction of new pricing for theme park tickets and passes that saw the company move firmly away from discounting.

Forecasting an overall loss of up to $10 million for the financial year, Village Roadshow also cite challenging trading conditions for its Cinema Exhibition division.

While the Gold Coast has benefitted from highly visible media coverage during the 21st Commonwealth Games, reaching a claimed estimated 1.5 billion people worldwide, visitation to the region fell during the Games.

Now, marketing bodies are looking to capitalise on the exposure.

Tourism Australia Managing Director John O’Sullivan believed the marketing generated by the event has been worth hundreds of millions of dollars, advising “we know from research that major events – particularly sporting ones – are significant drivers of visitor demand and key to increasing visitor yield, with around 19% of all international visitors to Australia attending a festival, cultural or sporting event during their trip.”

Gold Coast Tourism has immediate plans in place to roll out visitor marketing campaigns targeting the drive market and interstate tourists.

Gold Coast Tourism Executive Director of Corporate Affairs and Strategy Dean Gould advised “the biggest audience for the Commonwealth Games is actually the Australian domestic market.

“We are the ones that love the Commonwealth Games the most because we win so many things. So that’s probably the biggest TV audience for the Games and we want to capitalise on that and continue a really strong push into the Australian domestic market.”

Advising that domestic marketing campaigns had commenced this week, Gould added “it is lovely to have the international exposure - that is not insignificant - but where Gold Coast tourism bread is buttered is in the domestic market so we’ll be pushing our domestic market very powerfully.”

From 1st July, a new interstate campaign done in conjunction with Tourism and Events Queensland is to be rolled out, with Gould adding that a second key area Gold Coast Tourism would continue to focus on was attracting conference and conventions and their higher-spending delegates.

Figures associated with staging the Gold Coast Commonwealth Games estimated 672,000 visitors were attracted during the two weeks generating a $320 million economic boost across Queensland. 

Images: Broadbeach from the air (top) and the DC Rivals HyperCoaster at Movie World (below).

5th April 2018 - COMMONWEALTH GAMES OPENING CELEBRATES AUSTRALIA FROM BEACH TO BUSH

4th April 2018 - GOLD COAST READY FOR LARGEST EVER COMMONWEALTH GAMES

2nd April 2018 - TTF SURVEY SHOWS NATIONWIDE SUPPORT FOR COMMONWEALTH GAMES 

25th March 2018 - GOLD COAST COMMONWEALTH GAMES VILLAGE OPENED FOR COMPETITORS AND OFFICIALS

20th March 2018 - VILLAGE ROADSHOW THEME PARKS OFFERS FREE ENTRY TO COMMONWEALTH GAMES ATHLETES AND VOLUNTEERS

16th February 2018 - VILLAGE ROADSHOW REPORTS SLOW ATTRACTIONS RECOVERY AMID MOVE AWAY FROM TICKET DISCOUNTING 

29th November 2017 - VILLAGE ROADSHOW MOVES AWAY FROM LOW COST THEME PARK PASSES 

20th November 2017 - FINAL MAJOR RELEASE OF TICKETS FOR GOLD COAST COMMONWEALTH GAMES 

15th November 2017 - GOLD COAST LIFEGUARD NUMBERS TO BE INCREASED TO COPE WITH COMMONWEALTH GAMES VISITORS

17th October 2017 - COMMONWEALTH GAMES LEGACY TO BENEFIT QUEENSLAND SPORT 

4th October 2017 - SMALL DECLINE IN ATTENDANCES AT STADIUMS QUEENSLAND VENUES

22nd September 2017 - WARNER BROS. MOVIE WORLD OPENS SOUTHERN HEMISPHERE’S LARGEST ROLLERCOASTER


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Otium Planning Group

Otium Planning Group is a contemporary sport and leisure consultancy providing services in planning, facility development, management and funding for the sport, recreation and leisure industries…

read more

Aquatics / Consultants / Recreation / Sport / Venues

 
 

LES MILLS ASIA PACIFIC

Les Mills Asia Pacific Les Mills Asia Pacific (LMAP) have been setting the benchmark for providing professional fitness solutions across Australia and South East Asia since 1996. Our world renowned…

read more

Fitness / Technology / Wellness

 
 

Vticket

Vticket Pty Ltd is the Australian and New Zealand distributor for Gateway Ticketing Systems Inc., the world leader in high-speed access control, admission control and ticketing software for the…

read more

Attractions / Security / Technology / Ticketing / Venues

 
 

AAC ID SOLUTIONS

AAC ID Solutions is a leading supplier of identification access wristbands, barcoded wristband tickets, lanyards, membership products and RFID solutions for events and venues, working with thousands…

read more

Access / Marketing / Safety / Ticketing

 
 

MYZONE

Myzone is the industry’s leading wearable technology solution. Myzone’s wearable products show and reward effort when you work out. It displays accurate real-time heart rate, calories, and…

read more

Fitness / Sport / Technology / Wellness

 
 

INTELLIGENZ

Recreation Management Software for managing all your program registrations, facility bookings, membership pass sales and Point of Sale; including detailed reporting, automated customer communication…

read more

Access / Billing / Finance / Marketing / Technology

 
 

GOPLAY COMMERCIAL PLAYGROUNDS

Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…

read more

Play

 
 

Clubware

Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business