In 2022, the Gold Coast rolled out The imagination capital of Australia campaign to highlight the destination’s versatility in delivering events that demand both creativity and strong business impact.

Two years on, the Gold Coast is still impressing event planners with its ability to breathe life into imagined event concepts. The city’s creative advantage has constantly been sharpened by new and revitalised hardware and experiences. In fact, the stream of new highlights gifts Experience Gold Coast’s annual destination showcase, This Is Gold Coast (TIGC), with plenty of content to show off. The tradeshow is designed to present event ideas to invited planners and stimulate business event activations in the city.

Experience Gold Coast director of business events Brooke Campbell told TTGmice that every edition of TIGC would present a different programme.

For TIGC 2024 (TIGC24), which took place from July 22-27, some 60 event planners, PCOs and media representatives from Australia and New Zealand experienced a breakfast event at InterContinental Sanctuary Cove Resort’s new beach club alongside high-energy stunts performed by JetPack Entertainment and Event over the property’s lagoon beach pool; played a round of friendly golf at the colourful ranges of Topgolf Gold Coast; explored the creative use of venues at the sprawling Home of the Arts through a breakfast showcase on the Outdoor Stage; sailed the scenic Gold Coast Broadwater on the stylish YOT Club catamaran while digging into lunch; partied at both Kirra Beach House and Miami Marketta; and warmed up the brand-new Homestead event venue within Currumbin Wildlife Sanctuary.

A new feature this year, according to Campbell, was a series of inspection streams, established to ensure hotels and venues presented were aligned to the needs of different buyers. One stream was built for small- and medium-sized associations, another for PCOs, and the third for incentive event buyers.

The Gold Coast is living and growing, thanks to innovative hospitality players “who are always investing in new products”, said Campbell.

The Star integrated resort will open its second residence tower in early 2025, adding another 200 keys to the city’s room inventory, which will also be boosted by two luxury properties under the Marriott and St. Regis labels in the coming years.

Another tourism newcomer to watch is Sol Elements, which will open later this year. Located on Tamborine Mountain, Sol Elements is a wellness-focused bathhouse that revitalises guests through communal onsens, cold plunge pools, float therapy, infrared saunas, body clay treatments, and a Himalayan Salt Cave.

The laidback Kirra Beach district has stirred to life, especially among the young and trendy, with the opening of the stylish Kirra Beach House at end-2023. The ocean-facing dining destination boasts interiors that social media adores and dishes out a Mediterranean-style grazing menu and an exceptional selection of world-class cocktails and wines. For TIGC24, owner/operator Site Hospitality took the chance to unveil Kirra Beach House’s new venue. Named Coastal Room, the space on the second floor comes with indoor areas, as well as outdoor terraces. It can accommodate up to 700 guests.

The emergence of fresh products has galvanised existing players in the Gold Coast to get competitive and spin new ideas with what they have.

QT Gold Coast in Surfers Paradise now features refreshed guestrooms and venues, having completed renovations a year ago. A sweet summer beach house vibe envelops the hotel’s interior, with the barefoot luxury resort characteristic strongest in its collection of six designer qtQT Cabins. The cabins encircle a fireplace and social area, and the entire area can be chartered for exclusive gatherings.

The Island, a boutique hotel in Surfers Paradise, also beckons corporate groups with a whole new look that reflects “a Queensland seaside village”. Apart from 78 stylish guestrooms and suites, the property offers six event spaces that speak to planners desiring ready-to-roll party venues. The Glasshouse, stands out especially, with its picturesque interior, glass-panel walls, extra-high ceilings, and generous inclusion of an indoor hall, alfresco bar and deck area that can accommodate 700 guests in a cocktail setting.

The established Sheraton Grand Mirage Resort, Gold Coast, has also been refreshed while its recent partnership with event production specialist Encore has given the property more creative muscle to support event clients with a range of advanced visual features and creative experience styling.

Just as much is happening on the attractions front.

TopgolF Gold Coast, a hit with teambuilding groups, introduced an upgraded gaming system in August, which enables players to track the ball as soon as it has been hit, giving information on distance, height and speed. Corporate groups can also look forward to fun and friendly games designed to enliven social programmes in between solemn business meetings.

Meanwhile, the Harbour Town Premium Outlets has embarked on a multi-million-dollar precinct upgrade to improve the shopping experience. Works, set to complete later this year, will include the addition of new dining outlets, and refreshed outdoor spaces.

Campbell is optimistic that the blend of old and new offers a “refreshing destination experience” and brings a never-before-done spin to programmes, especially those with repeat guests.

Avril Harris, executive director of events, Experience Gold Coast, said the Gold Coast’s fun and creative offerings were a force to be reckoned with.

She said: “Can you find a better destination than the Gold Coast? This is one of our advantages. Whether you come here for a conference or a holiday, you get all the benefits of a holiday destination.”

“We have amazing hotels. In between meetings, attendees can go to the beach, explore the hinterland, and engage in a whole range of different tourism experiences in our city,” Harris continued.

There are currently 160 Gold Coast experiences within a 30-minute drive of the city for event delegates to choose from.

Furthermore, with the Gold Coast being the home of several high profile festivals, such as the Supercars Championship Gold Coast 500 races and the Pacific Airshow Gold Coast, corporate groups can easily elevate their meeting programme with a memorable hospitality experience at a major event of their choice.

International corporate groups are truly spoilt for choice in the Gold Coast, remarked Dylan Bond, director of Queensland-based event planner Architects of Vibes. No matter how they decide to build their destination experience, groups have the benefit of “everything an event needs” in the city, he added.

“We have the airport just down the road, making it easy for international clients to come straight in, and look at the variety of options that we have for small groups through to large conventions.

Our beaches and hinterlands are all so accessible, and our event venues are of the highest calibre. It is easy to source locally for food, wine and entertainment, which is such a draw for international guests looking for experiences different from what they get back home and which are unique to the destination,” Bond said.