Council renews focus on investment, brand and nature

Published on 06 June 2024

Aerial shot of Gold Coast

A renewed focus by City of Gold Coast on three key priority areas that have the potential to inject billions of dollars into the local economy was endorsed by Council today at a special meeting.

Council resolved to consolidate and elevate existing work on investment, brand and nature-based tourism through the creation of two new entities and a new program to increase our tourism offerings.

City officers will begin work immediately to establish Invest Gold Coast, Brand Gold Coast and the Nature-Based Tourism Program, all of which will be operational in coming months.

Mayor Tom Tate said importantly, the only extra cost to the ratepayer would be in the establishment of a grants program which would benefit operators directly.

“We are now a global city, an economic powerhouse in fact, and as such we need to be focusing on expanding and amplifying our position on the world stage,” Mayor Tate said.

“Put simply, this is good governance. It will diversify and super-charge our economy, improve our reputation and take our tourism sector to the next level.”

Mayor Tate said the three decisions by Council today were separate considerations, but all were focused on ensuring Council continues to support and protect the Gold Coast way of life.

“The establishment of Invest Gold Coast means ensuring every investment opportunity that comes our way is managed transparently within a proper framework and with independent strategic investment advice.

“The Nature-Based Tourism Program is well overdue. It is clear we are losing market share to those locations that have embraced this kind of offering. We need to catch up.

“Thirdly, it is time we spent the time and did the work to develop a place brand for our City. This is not about logos and tourism.

“We need to have a long and honest conversation with our community about who we are and what we want to be known for so that we can control our narrative and position ourselves how we want to be seen.

“A well-defined place strategy will allow us to continue to grow and secure our competitive advantage as a place to visit and invest.

“It is time everyone knew what we already do – the Gold Coast is the best place on earth.”