THE Sunshine State of Queensland, Australia, has long been a popular destination with Middle Eastern families during the winter and spring months. In 2009, the state welcomed 20,500 visitors from the Mena region and, though the Middle East isn’t Queensland’s largest international market, it continues to be a high priority for the state’s tourism industry because of its significant potential.
According to Gold Coast Tourism director international, Gordon Price, the total international visitor arrivals into the Gold Coast were around 826,000 to the year ending June 2010 and Middle Eastern visitors contributed A$573 million ($564 million) to the Australian economy over the past year.
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Price...continuing efforts |
“Visitors from the Middle East are well regarded by the local industry as they stay for extended periods and are very active around the city. While recent impacts due to the timing of Ramadan were felt, the city is doing all in its power to ensure visitation continues into the future,” said Price.
According to Price: “The average length of stay in the Gold Coast alone is more than 25 days. Predominantly the GCC market visits the Gold Coast during your peak summer travel months of July through to September.”
With more regional airlines now providing direct connections, the destination has become far more accessible and this has drawn increased visitation among the Middle East couples sector looking for shorter duration luxury stays. “Once again the city is able to deliver through a vast array of exclusive shopping, dining and accommodation options both along our coastal strip and hinterland rainforests, pampering to satisfy the most discerning tastes,” said Price.
The city also continues to adapt to the trends of the Middle East market and is particularly working hard to reassure future travellers of its capabilities to accommodate visitors especially during Ramadan. “Our dedicated evening lounge facility is offered free of charge, three nights a week in Surfers Paradise throughout the Holy Month, where local and visiting Muslims can gather and meet. Arabic speaking locals man a tour information desk within the lounge where a range of Iftar food and beverage offerings plus sheesha are available in a relaxed and inviting atmosphere,” said Price.
He defines the Gold Coast experience as one that is ‘full of excitement and diversity’. “In just a 40 minute radius there is 70km of the world’s best beaches, 500 cafés and restaurants, 100,000 hectares of world heritage listed rainforest and more things to see and do than any other destination in the Southern Hemisphere,” he claimed.
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From pure, adrenalin-packed fun to natural indulgence, the contrasts of Queensland’s Gold Coast can deliver every holiday experience guests could desire. From soaking up the attractive beach-side culture to walking trails and exploring the amazing flora and fauna, Gold Coast ensures an unforgettable experience. Coupled with an assortment of shopping and retail opportunities, the Gold Coast is a ‘must do’ on any Middle Eastern holiday maker’s itinerary.
The Gold Coast is also as renowned for its ability to cater to the cultural and religious needs of international visitors as for its fun and excitement. For Muslim visitors hotels, apartments, restaurants and attractions offer an array of services such as prayer rooms, halal dining, quiblas and Qu’rans (check style) in rooms. The city also has a visitor information centre in the middle of town with Arabic-speaking staff, as does Lawand Tourism, a company which has pioneered Middle East tourism to the region.
Also known as ‘Australia’s Playground’ and ‘Famous for Fun’, the Gold Coast is Australia’s theme -park capital with no less than eight major parks, coupled with a fantastic array of adventure activities both on the water and up in the mountains.
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For the more cost-conscious traveller, a range of low-cost entertainment to suit all ages is available across the city. Putt Putt Golf, ten-pin bowling, weekly farmers’ markets, Ripley’s Believe it or Not, plus the arcade parlour within the Centro Surfers Paradise shopping centre are among the more popular options.
Council run tourist parks and caravan parks are perfect for those on a strict budget, as are camping opportunities which allow a chance to really connect with nature. Family-friendly cabins that cater for couples up to very large groups are also available as are backpacker accommodation and numerous value-for-money resort opportunities.
“We continue to work with our Middle Eastern trade operators, in conjunction with Tourism Queensland and Tourism Australia, to undertake numerous initiatives to stimulate travel interest to the Gold Coast,” said Price.
A trade roadshow will be conducted in January complemented by radio promotions and shopping mall events in the UAE and Saudi Arabia. A proposed media familiarisation of the Gold Coast will be orchestrated during February as will a similar exercise among trade operators. A tactical promotion with selected travel agency partners in Saudi/Kuwait and the UAE during February is also expected to drive greater visitation to the Gold Coast.
Freely available upon request are Arabic language visitor guides and promotional collateral to optimise the selling capabilities of the travel trade.