Food Tourism and Branding the Gold Coast

Deborah CheSchool of Tourism and Hospitality

ManagementSouthern Cross University

Food Tourism and Branding the Gold Coast

Challenges Facing Smaller Ag Producers and Food Manufacturers

Challenges Facing Gold Coast Tourism

Branding the Gold Coast Expanding the Gold Coast Brand:

Linking Food, Wine/Liqueurs and Tourism

Challenges Facing GC Smaller Farms and Food Manufacturers

Technology- and Capital-intensive Production Favor Large-Scale Operations

Global Competition, GFC, Declining Commodity Prices, High Australian $

Concentration in Processing and Retailing• Coles & Woolworth’s supermarkets control

80% of Australian market Low prices for GC farmers Expansion of private labels/home brands, limited

shelf space for GC food manufacturers

Prideaux’s Resort Development Spectrum

Butler’s Tourism Area Life Cycle Model Evolution of a tourist area over time

• Absolute number of visitors• Growth rate of visitors• Type of visitors• Tourism infrastructure• Local involvement in tourism industry• Role of tourism in economy

Challenges Facing Gold Coast Tourism

Level of tourist activity may be approaching limits of acceptable change in terms of social and environmental impacts

Emergence of newer and more competitive destinations

Aging infrastructure Range of product offered not kept up

with changes in consumer demand (Faulkner 2002)

Global financial crisis, high Australian $

Branding the Gold Coast as “Famous for Fun”

GC seen as “fun, vibrant, energetic, outgoing, young at heart”

Brand attributes: golden surf beaches, fantastic weather, extensive leisure activities & entertainment, hinterlands, theme parks; meet, mix with other people, water activities; sports; pubs, clubs; nightlife spots

“Feel the excitement of Australia’s Endless Playground”

Branding the Gold Coast as “Famous for Fun”

Stressing the people aspect of a holiday – reconnecting, sharing good times for core domestic market, Social Fun Seekers

Stressing achievement and personal development through connecting with a place for Active Explorers

Expanding the brand through food, wine/liqueurs?

Value-added agriculture on Mount TamborineTamborine Mountain Distillery

More to the Gold Coast’s “Famous for Fun”

Food and drink as secondary to other interests on the Gold Coast, but can extend product offerings

Greater connection of the green with the gold• Visiting Hinterland and its producers• Increased link of producers with Gold

Coast restaurants Dealing with challenges of regional food

distribution, connecting supply with demand as in case of Cancun, Mexico (Torres 2002)