Buyers at the recently-concluded This is Gold Coast 2025 (TIGC) are reporting a strong pipeline of bookings and positive momentum for the destination from the Asia-Pacific market.
Sonja Soderbom, director, destination management for Australia, New Zealand, Tahiti & Fiji at Ovation Global DMC, told TTGmice on the sidelines of the event that the Gold Coast is “definitely one on the radar” as an incentive travel destination.
“It’s been a few years since I’ve been here, (but I’ve learnt that) much has changed, and the Gold Coast has a wider variety of activities and event options available. It also has great weather, which is a drawcard for international groups out of Asia-Pacific. In fact, I’m coming through with a large MLM (multi-level marketing) incentive travel group soon,” she elaborated.
The group, Soderbom revealed, will have 400 to 500 people. Although the event is managed out of Europe, attendees will be from all around Asia-Pacific.
First-time buyer Nikki Lou, operations, with Australian Tours Management, shared with TTGmice: “It’s my first time in the Gold Coast, and from my perspective, TIGC is a great way to learn more about new and existing suppliers. The city looks like it will continue to grow (in the lead up to the Olympics).”
When asked how the Asia-Pacific market is performing for the DMC, Lou shared that the strongest source market is currently India, and she predicts that it will “be a strong performer for us over the next few years”.
Business from Japan and Hong Kong are also looking to perform well for Australian Tours Management, with clients showing interest in secondary Australian destinations such as the Gold Coast.
She explained: “I am seeing many MICE and educational groups from Japan. Australia is easy for the Japanese in terms of cuisine (and a shared appreciation of) cultural respect. As for the Hong Kong market, (many groups have) already visited major cities like Sydney and Melbourne, and are open to trying new destinations in Australia.”
Overall, the Asia-Pacific market is expected to perform well for not only the Gold Coast, but Australia too.
“Australia is a very open country, and there is a lot of immigration. I feel that suppliers are able to understand clients from Asia-Pacific very well,” quipped Lou.
Soderbom agreed: “We can cater to a variety of cultural needs, particularly food for Indians and Asians, which is a big part of the destination appeal. It also helps that groups feel comfortable and safe. Access is great, it’s an English-speaking country, so there are no challenges with communication.”
She added that she has three groups from technology firms on the cards for Australia in 2026, and expects forward bookings to be positive.
