ABSTRACT
Across the world, destinations that were created for mass tourism after the Second World War are beginning to feel their age. In many destinations, both the infrastructure and the physical fabric are beginning to reach the end of their useful life and markets are declining. This has prompted a response to rejuvenate and re-position destinations by reformulating the product and diversifying markets. In this case study, the Gold Coast in Queensland, Australia has undergone a significant and innovative ‘visioning’ exercise to determine its future direction. On completion of this case you will:
Recognise the issues related to ‘stagnating’ destinations.
Understand the reasons why ‘stagnating’ destinations engage in ‘visioning’ and strategic planning.
Recognise the particular characteristics of the Gold Coast as a destination.
Be familiar with the innovative approach used to ‘vision’ the future of the Gold Coast.
Understand the outcomes of the Gold Coast visioning (GCV) process.
