Destination Gold Coast launches global campaign targeting incentive groups

Gold Coast invites companies to “give their team the trip they deserve”

Destination Gold Coast has launched a global campaign inviting incentive and corporate event planners in South-east Asia to “give their team the trip they deserve”.

The integrated campaign – named Give your team the trip they deserve – will be rolled out across trade and social media from May 2023 and supported by content and publicity activities.

Gold Coast invites companies to “give their team the trip they deserve”

Destination Gold Coast’s head of business Events Selina Sinclair said the campaign is designed to speak to the high achievers within companies, those who are sales-driven individuals, loyal and always willing to go the extra mile to reach 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. 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, ” Sinclair said.

Give your team the trip they deserve is supported by Tourism Australia’s Business Events Advance Program designed to increase the number and value of international business events for Australia.

The Gold Coast has started to fill the incentive travel pipeline with Amway Thailand choosing the city to host over 1,500 delegates over five days in March 2025 which is expected to inject an estimated A$5 million (US$3.25) into the local economy.

This win was secured in partnership with Tourism Australia’s Business Events Bid Fund Program and Tourism and Events Queensland.

Incentive travel made up 12.9 per cent of all business events on the Gold Coast and was the fourth most popular international business event destination in 2019-2020. During the pandemic (2021-2022), incentive travel groups were reduced to 3.7 per cent.

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