Asian travel media learn to surf like a pro
Published Friday, 27 February, 2009 at 05:56 PM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
The Gold Coast’s stunning sandy beaches will be centre stage this weekend as a group of Asian media representatives from China, Hong Kong and Taiwan learn to surf as part of a series of tourism activities which coincide with the Quiksilver Pro, Tourism Minister Desley Boyle said today.
Ms Boyle said a range of unique tourism initiatives had been organised to capture the attention of the world-wide surfing community while some of the world’s best surfers were catching a break on the Gold Coast.
“Tourism Queensland and Gold Coast Tourism are hosting a group of Asian journalists as part of a familiarisation, showcasing the diversity of experiences on offer at the Gold Coast for Asian travellers,” Ms Boyle said.
“The Quiksilver Pro is one of the premier surfing events on surfing’s international calendar and has a huge profile in Asian nations such as China, Hong Kong and Taiwan.
“Queensland has some of the world’s best beaches and we want to sell our surf to the world through initiatives such as media tours of the Gold Coast, a quiz of Queensland competition and through the promotion of surf school tour packages.”
Ms Boyle said the promotions were part of a Tourism Queensland strategy to target specific Asian markets, highlighting both Queensland and the Gold Coast.
“In the year ending September 2008 almost 230,000 travellers from China, Hong Kong and Taiwan visited the Gold Coast, contributing $439 million to the Queensland economy.
“The campaign is specifically targeting young, vibrant and energetic international travellers who are interested in surfing the great waves on the Gold Coast,” she said.
“Partnering with Quiksilver allows us to communicate directly with this market and entice them with unique tourism marketing initiatives to visit Queensland.”
Ms Boyle said Tourism Queensland in partnership with Gold Coast Tourism, Quiksilver and Roxy were also conducting a series of Queensland promotions across Shanghai, Beijing, Schenzhen, Hong Kong and Taipai presenting destination specific information on pop up displays.
“Visitors to Quiksilver stores throughout Shanghai, Beijing, Shenzhen, Hong Kong and Taipei will also have the opportunity to answer a series of Queensland quiz questions as part of a competition to win a trip to the Gold Coast,” she said.
Gold Coast Tourism CEO Martin Winter said in partnership with Tourism Queensland and these two iconic surfwear brands the intention is to tap into the Asian enthusiasm for surfwear and encourage young adults to experience the World class beaches and coastal lifestyle that the Gold Coast is renowned for.
“This initiative will also incorporate the recently introduced Gold Coast Beach Club that is proving extremely popular among Japanese touring groups, plus a range of activities and attractions aimed at showcasing the many natural and man made wonders throughout the region,” Mr Winter said.
“It is about presenting the fun and active lifestyle elements of the Gold Coast and aligning them with the iconic lifestyle brand of Quiksilver and Roxy to assist in attracting more and more Chinese, Hong Kong and Taiwanese holiday makers to the Gold Coast.”
Ms Boyle said this partnership was another great example of the Queensland tourism industry working together to not only make this event a huge success, but also to showcase Queensland and the Gold Coast to the world.
Further Information
Media enquiries
Minister’s Office – 3225 1005
Tourism Queensland – 3535 5588
Ms Boyle said a range of unique tourism initiatives had been organised to capture the attention of the world-wide surfing community while some of the world’s best surfers were catching a break on the Gold Coast.
“Tourism Queensland and Gold Coast Tourism are hosting a group of Asian journalists as part of a familiarisation, showcasing the diversity of experiences on offer at the Gold Coast for Asian travellers,” Ms Boyle said.
“The Quiksilver Pro is one of the premier surfing events on surfing’s international calendar and has a huge profile in Asian nations such as China, Hong Kong and Taiwan.
“Queensland has some of the world’s best beaches and we want to sell our surf to the world through initiatives such as media tours of the Gold Coast, a quiz of Queensland competition and through the promotion of surf school tour packages.”
Ms Boyle said the promotions were part of a Tourism Queensland strategy to target specific Asian markets, highlighting both Queensland and the Gold Coast.
“In the year ending September 2008 almost 230,000 travellers from China, Hong Kong and Taiwan visited the Gold Coast, contributing $439 million to the Queensland economy.
“The campaign is specifically targeting young, vibrant and energetic international travellers who are interested in surfing the great waves on the Gold Coast,” she said.
“Partnering with Quiksilver allows us to communicate directly with this market and entice them with unique tourism marketing initiatives to visit Queensland.”
Ms Boyle said Tourism Queensland in partnership with Gold Coast Tourism, Quiksilver and Roxy were also conducting a series of Queensland promotions across Shanghai, Beijing, Schenzhen, Hong Kong and Taipai presenting destination specific information on pop up displays.
“Visitors to Quiksilver stores throughout Shanghai, Beijing, Shenzhen, Hong Kong and Taipei will also have the opportunity to answer a series of Queensland quiz questions as part of a competition to win a trip to the Gold Coast,” she said.
Gold Coast Tourism CEO Martin Winter said in partnership with Tourism Queensland and these two iconic surfwear brands the intention is to tap into the Asian enthusiasm for surfwear and encourage young adults to experience the World class beaches and coastal lifestyle that the Gold Coast is renowned for.
“This initiative will also incorporate the recently introduced Gold Coast Beach Club that is proving extremely popular among Japanese touring groups, plus a range of activities and attractions aimed at showcasing the many natural and man made wonders throughout the region,” Mr Winter said.
“It is about presenting the fun and active lifestyle elements of the Gold Coast and aligning them with the iconic lifestyle brand of Quiksilver and Roxy to assist in attracting more and more Chinese, Hong Kong and Taiwanese holiday makers to the Gold Coast.”
Ms Boyle said this partnership was another great example of the Queensland tourism industry working together to not only make this event a huge success, but also to showcase Queensland and the Gold Coast to the world.
Further Information
Media enquiries
Minister’s Office – 3225 1005
Tourism Queensland – 3535 5588