In the wake of ex-Tropical Cyclone Alfred, both Brisbane and the Gold Coast have initiated new tourism recovery campaigns aimed at rejuvenating their devastated visitor economies. The cyclone, which hit earlier this month, caused significant damage, leading to losses exceeding $68 million for local businesses, as tourists canceled trips in the days leading up to and following the storm.
The Brisbane campaign, dubbed "Brisbane Favours the Bold," was launched by the Brisbane Economic Development Agency and backed by the Queensland Government. This ambitious initiative aims to drive visitation and support local businesses through a series of strategic promotions. "This campaign will continue to support local operators by highlighting the people and places that make Brisbane one of the best places in the world to live and visit," said Brisbane Lord Mayor Adrian Schrinner, emphasizing the importance of local commerce. The initiative features notable Brisbane figures, including comedian Christian Hull and chef Benny Lam, who will showcase the city’s vibrant dining, entertainment, and cultural landscapes.
The Brisbane campaign is expected to target travelers from Australia and New Zealand, leveraging collaborations with Virgin Australia, Expedia Group, and TripAdvisor to streamline bookings. Campaign highlights include local gems like the award-winning 5-star Emporium Hotel South Bank, Benny Lam’s dumpling bar Central, and the iconic Howard Smith Wharves.
Meanwhile, the Gold Coast is launching a more comprehensive three-phased campaign, aptly named "Experience Gold Coast." This approach includes a nationwide media push, attractive deals on flights and accommodation, and a unique “spend and get” reward program designed to entice travelers as the Easter holiday approaches. "This campaign is about reminding people why we all love the Gold Coast and that we are open for business," stated Gold Coast Mayor Tom Tate, highlighting community resilience and the importance of tourism to the local economy.
The Gold Coast's campaign comes in response to the cyclone's demands, which saw an estimated 2000 Olympic swimming pools worth of sand washed away from its famous beaches. Local business owners are anxious about the ongoing impacts on their trade as visitor numbers decline. Tate reassured the community with plans to restore the beaches using a method known as Rainbow Dredging, a technique where a barge off the coast will suck up sand and redistribute it back to the shoreline. He indicated that the city is budgeting around $15 million for the restoration. Coastal engineer Angus Jenkins is optimistic, stating that the restoration plan could effectively be completed within five weeks—"no problem, as long as we don't get another cyclone, of course," he noted.
Despite these promising plans, skepticism lingers among residents like Nick Rushby, who questioned whether the beaches would be back to their former glory in time for the April school holidays. "I can’t see how it’ll be back to how it was by April school holidays," he expressed, echoing uncertainty shared by many who have witnessed the cyclone's aftermath.
Business owners also conveyed their frustration with the situation, as they navigate financial difficulties exacerbated by the storm. One cafe owner in Surfers Paradise confronted Tate directly about the lack of action during the storm and expressed the dire economic fallout the cyclone has wrought. The overall economic implications extend beyond immediate business losses. With Queensland and northern New South Wales comprising around 15% of Australia’s economy, any prolonged disruption might have long-term ramifications, with losses to businesses estimated at around a billion dollars for every day they remain affected.
As the community rallies around these initiatives, both campaigns signal an optimistic recovery process, one that prioritizes local support and encourages visitation. Notably, the Experience Gold Coast initiative aims to instill confidence in potential visitors amidst adversity. John Warn, CEO of Experience Gold Coast, remarked, "Visitors inject more than $7 billion annually into the Gold Coast economy, creating jobs and opportunities for our community.' He also urged everyone to take part in showing love for the Gold Coast, stating, "Our operators need the love." The significance of the recovery strategies is immense, reflecting not only the urgent need for economic revitalization but also the strength and resilience of the communities that call Brisbane and the Gold Coast home.
As these campaigns unfold, local leaders and residents alike remain hopeful that through concerted efforts, the visitor economy will soon bounce back, paving the way for brighter days ahead for one of Australia’s most-loved destinations. This crucial push for recovery highlights the enduring spirit of both cities as they navigate the path back to stability and prosperity.
