Destination Gold Coast launches global incentive campaign

The campaign promotes the Gold Coast as the perfect setting to connect, celebrate and reward achievements.

Destination Gold Coast has launched a global campaign targeting incentive and corporate event planners in South East Asia, urging them to to “give their team the trip they deserve”.

The campaign promotes the Gold Coast as the perfect setting to connect, celebrate and reward achievements, thanks to its exceptional weather, scenic location, array of unique venues, and more than 160 experiences within a 30-minute radius of the city.

Destination Gold Coast head of business events, Selina Sinclair, stated that the campaign aims to engage with high-performing individuals within companies—those who are driven, loyal, and consistently go above and beyond to achieve their targets.

“This digital-led campaign is an acknowledgement by us of all the effort and contributions they have made on behalf of their company,” Sinclair said.

“But more than that, it’s a reward. A way to say thank you for all the amazing work they have put in and give them something amazing and truly memorable in return, a Gold Coast trip. The incentive they deserve.”

Supported by Tourism Australia’s Business Events Advance Program, the integrated campaign has been launched across trade and social media platforms and is accompanied by compelling content and publicity activities.

The Gold Coast is already filling its pipeline with incentive travel groups, with Amway Thailand selecting the city to host over 1,500 delegates for five days in March 2025, an event which is expected to inject an estimated $5 million into the local economy.

The partnership to secure this win was made possible through Tourism Australia’s Business Events Bid Fund Program and Tourism and Events Queensland.

In 2019-2020, incentive travel accounted for 12.9 percent of all business events on the Gold Coast, making it the fourth most popular international business event destination.

“The Gold Coast saw incentive travel groups reduced to 3.7 percent (2021-2022) during the pandemic, so it’s exciting to see the rebuilding of visitation through effective marketing and working collaboratively with the City of Gold Coast, Government, our industry and stakeholders,” Sinclair said.

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