Funding for destination marketing in times of financial turmoil #icca11 #iccaworld #icca SUNDAY 23/10/11

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  • 1. Funding for destination marketing in times of financial turmoil Martin Winter CEO Gold Coast Tourism Corporation Australia International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 2. GOLD COAST, AUSTRALIA
    • Beachside city - population 600,000
    • Annual tourists 11.4 million
    • 92% Domestic, 8% international
    • Asia, New Zealand, Europe
    • Leisure, Conventions, Incentives, Sport, Major Events
    • Two international airports
    • World-class convention centre
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 3. GOLD COAST CVB
    • 48 full-time staff (9 Convention Bureau)
    • Representation/offices in
    • Shanghai, Auckland & London
    • Key Stakeholders:
      • Business community
      • State/Federal Government
      • Industry Members (500)
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 4. GOLD COAST CVB
    • Funding Model
    • Independent incorporated company
    • No government board members
    • Revenue: general business levy,
    • State & Federal government grants,
    • membership, commercial activity
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 5. GOLD COAST CVB
    • Main Challenges
    • Grow/attract > 30,000 per day
    • Very strong currency – in & out
    • GEC & Natural disasters
      • Argument
      • Sector central to the local economy
      • Subject to market failure
      • Adequate marketing funding critical
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 6. GOLD COAST CVB
      • The Financial Argument
      • Spend US$3.4 billion
      • $1.9 billion to State economy
      • $1 billion annually in export earnings
      • Generates $369 million in tax revenues & > 30,000 jobs
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 7. GOLD COAST CVB
      • 2006 Result
      • Tourism Levy on all businesses
      • 28,000 registered businesses all pay a
      • small additional % on annual rates
      • Required State legislation
      • No bed tax so no impact on visitor
      • Strong political support, minimal business complaint
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 8. GOLD COAST CVB
      • Funding US$ (million)
      • Local gov. Levy (base) 11.4
      • Local gov. Levy (special – 2011) 2.5
      • State gov. grants 1.2
      • Membership income .5
      • Commercial (generated) revenue .9
      • Federal gov. marketing rebate .1
      • Total 16.6
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 9. GOLD COAST CVB
      • Result
      • Certainty
      • Five year contract
      • Annual CPI adjustment on core funds
      • Uncertainty
      • Government elections – political support
      • Achievement of agreed KPI’s
    International Congress and Convention Association www.iccaworld.com International Congress & Convention Association
  • 10. Funding for destination marketing in times of financial turmoil Martin Winter CEO Gold Coast Tourism Corporation Australia International Congress and Convention Association www.iccaworld.com International Congress & Convention Association