The Region

The Gold Coast is one of Australia’s premier holiday destinations. Famous for its beaches, surf, theme parks, shopping, nightlife and hinterland, it has been attracting Australian families for many decades.


The Gold Coast is located in south-east Queensland, just one hour south of Brisbane, and stretches from Oxenford in the north to Coolangatta in the south, South Stradbroke Island in the east and incorporates Surfers Paradise on the coast.  The region has 70 kilometres of uninterrupted coastline and is fringed by rainforest hinterland, including world heritage-listed national parks.  The region is famous for its attractive environment, climate and lifestyle and has a highly specialised economy that is dominated by the tourism industry.

Hero Experiences

In conjunction with destination stakeholders, destination 'Hero Experiences' have been identified for Gold Coast; they are those world class iconic experiences that:


  • provide a destination with a real competitive edge over other destinations
  • focus on what is truly unique or memorable or engaging about a destination
  • meet the needs of our target markets

Hero experiences are those world class iconic experiences that: provide a destination with a real competitive advantage over other destinations, focus on what is truly unique or memorable or engaging about a destination, and meet the needs of identified target markets. 

Why Hero Experiences? 

Focusing on a destination’s ‘hero experiences’ is: responding to the demands of our domestic and international visitors, designed to gain a competitive advantage over other destinations, and an opportunity to focus the efforts of tourism stakeholders and create partnerships. The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth. The Gold Coast Region ‘Hero Experiences’ have been developed to deliver the region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand. 

Vision 

By 2020 the Gold Coast will be globally recognised as a world-class leisure and business events destination famous for its unrivalled variety of entertainment, excitement and fun.

Brand Values 

The Gold Coast is a welcoming, vibrant, diverse, fun and entertaining destination. 

Themes 

  • Surf
  • Taste
  • Escape
  • Play
  • Culture

Destination Tourism Plan