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Funding for destination  marketing in times of financial turmoil    Martin Winter CEO Gold Coast Tourism Corporation Austr...
  GOLD COAST, AUSTRALIA     <ul><li>Beachside city - population 600,000 </li></ul><ul><li>Annual tourists 11.4 million </l...
  GOLD COAST CVB     <ul><li>48 full-time staff (9 Convention Bureau) </li></ul><ul><li>Representation/offices in </li></u...
  GOLD COAST CVB     <ul><li>Funding Model </li></ul><ul><li>Independent incorporated company </li></ul><ul><li>No governm...
  GOLD COAST CVB     <ul><li>Main Challenges </li></ul><ul><li>Grow/attract > 30,000 per day </li></ul><ul><li>Very strong...
GOLD COAST CVB     <ul><ul><li>The Financial Argument </li></ul></ul><ul><ul><li>Spend US$3.4 billion </li></ul></ul><ul><...
GOLD COAST CVB     <ul><ul><li>2006 Result </li></ul></ul><ul><ul><li>Tourism Levy on all businesses </li></ul></ul><ul><u...
GOLD COAST CVB     <ul><ul><li>Funding   US$ (million) </li></ul></ul><ul><ul><li>Local gov. Levy (base) 11.4 </li></ul></...
GOLD COAST CVB     <ul><ul><li>Result </li></ul></ul><ul><ul><li>Certainty </li></ul></ul><ul><ul><li>Five year contract  ...
Funding for destination  marketing in times of financial turmoil    Martin Winter CEO Gold Coast Tourism Corporation Austr...
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Funding for destination marketing in times of financial turmoil #icca11 #iccaworld #icca SUNDAY 23/10/11

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

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