Experience Gold Coast’s (EGC) flagship business events familiarisation, This is Gold Coast 2026 (TIGC26), swapped standard tradeshow booths and static site visits for an immersive, multi-sensory journey designed to activate local offerings through taste, sound, and hands-on connection.
Event brief
TIGC26 marked EGC’s 12th annual business events familiarisation, gathering over 60 planners, decision-makers, and trade media from Australia, New Zealand, India, Singapore, and Malaysia.
Having halved standard trade meetings compared to past years, the four-day programme focused on activating products rather than merely displaying them. A top-secret itinerary kept delegates guessing as they explored three distinct Gold Coast zones.
Event highlights
The programme opened with a welcome lunch at Valentina at Peppers Soul Surfers Paradise, followed by a beachside iPad challenge with Be Challenged Team Building along Surfers Paradise. The evening featured a coursed dinner set against projected backdrops with live performers at The Star Gold Coast, capped off with a lively dessert buffet – complete with a DJ and dancers – in a separate space to showcase the property’s versatility.
On day two, delegates networked over morning tea at the Imperial Hotel Gold Coast before shifting to Sea World Resort Conference Centre for the B2B Business Exchange, where over 35 local partners were in attendance. Before appointments kicked off, delegates snapped photos with Movie World’s Batman and Wonder Woman over popcorn and churros. The day wrapped up at Currumbin Wildlife Sanctuary with drinks in the koala habitat, a train ride to the kangaroo grounds, a barbecue feast at The Homestead, and an Astra Lumina night walk with hot chocolate in hand.
On morning three, delegates staying at QT Gold Coast kicked off the day with a delicious breakfast at qtQT Rooftop; think egg and avocado wraps, brie croissants, Moreton Bay bug rolls, and goat’s cheese tarts under clear blue skies. The full group then gathered at Sheraton Grand Gold Coast Resort & Spa before embarking on a scenic river cruise with Sea World, where the boat sailed delegates to JW Marriott Gold Coast Resort & Spa for lunch in its newly-unveiled Lagoon Ballroom.
Next was a seasonal dumpling masterclass at Home of the Arts (HOTA), tied to the free This Moment: Highlights from the White Rabbit Collection of Chinese Contemporary Art exhibition. The night concluded at The Island Gold Coast with welcome drinks and shared dinner platters across two event spaces, and an AI photo booth which incited lots of laughter.
The final day kicked off with a beachside buffet spread of egg and bacon sandwiches, charcuterie, and a live crêpe station at Burleigh Pavilion. Delegates then walked to Mondrian Gold Coast, splitting up for room tours and a 15-minute silent headphone sound healing session on the pool deck (a concept which the hotel said can be easily adapted for the beach).
Up next was high-energy Drag Queen Bingo at Miami Marketta, filled with cheeky games and lively performances. Delegates then visited the new 160-capacity Padre Brewing Company for a craft beer tasting to support local owners, before wrapping up with a farewell lunch at Sofitel Gold Coast Broadbeach.
Addressing the familiarisation’s core objective, Andrea Molnar, acting director of business events at EGC, noted: “Lead generation remains incredibly important, so creating a memorable destination experience is increasingly important. For us, it’s about showing buyers not only the venues and infrastructure the Gold Coast offers, but the depth of our industry, the strength of our partnerships and the experiences delegates can have beyond the meeting room.”
Challenges
Achieving this reimagined format presented several operational and strategic challenges. Molnar explained: “Getting the buyer-to-exhibitor ratio right was important. We carefully managed numbers on both sides to ensure meetings remained meaningful and high quality, while building in enough flexibility to accommodate last-minute changes and cancellations.”
Reflecting on the need to reshape traditional networking formats, she added: “We wanted to move beyond the traditional tradeshow model and create more genuine opportunities for connection. That meant making the tradeshow less about the booth and more about the conversation, and turning site inspections into immersive experiences rather than simply walking through a room.”
Sustainability and transport logistics also required thoughtful management. Ditching standard promo swag, organisers introduced a custom TIGC Shop where delegates could select local gifts like honey, sweets, or pyjamas – ensuring they took home items they actually wanted instead of leaving unwanted gifts behind.
To streamline transfers and cut emissions, delegates walked where possible and shared group coaches paired between neighbouring hotels. Additionally, hosting outdoor dining components during cooler weather demanded precise service timing to keep dishes warm during outdoor courses.
Event This is Gold Coast 2026
Organiser Experience Gold Coast
Venue Gold Coast
Dates August 3 to 6, 2026
Attendees 60
