A bold new blueprint to bolster the Gold Coast's key industry - tourism - has been revealed by its city council.
The Destination Tourism Management Plan, the framework to drive the multi-billion dollar industry well into the future, was given the green light by Gold Coast City Council at its meeting on Tuesday.
Its ambitious aim is to double visitor expenditure on the Coast and hinterland by 2020.
Mayor Tom Tate said the collaborative project with Gold Coast Tourism and the Queensland Government was vital to the city's future economic success.
"It's a very competitive world and the way I look at it, for the Gold Coast to be the premier destination of the world, the premier destination for Australia, of the southern hemisphere, it is key to have this destination tourism plan at work," he said.
"Tourism is the key industry in our city, this destination tourism plan ... will increase jobs and make sure our tourist who comes here, we want to double their spend by 2020."
The council says the Gold Coast's colossal tourism market is currently worth $4.6 billion to the city and provides 30,000 jobs.
Key facets of the plan include the establishment of a cultural precinct, the infrastructure investment surrounding the 2018 Commonwealth Games, a purpose-built dive attraction, mountain bike and adventure trails, a surf museum and light rail connections are all part of the plan.
"The DTMP is about reinforcing this strong foundation, finding strength in collaboration with key stakeholders, developing new tourism experiences and sustaining our industry success,” Cr Tate said.
“Along with supporting projects such as Indigenous and cultural tourism, a China-ready plan and enhancing our service culture, the plan also offers product development opportunities such as new events, adventure travel and private investment into major projects.”
Gold Coast Tourism Chairman Paul Donovan said the aggressive nature of the plan would capitalise on its already thriving market to make it the Gold Coast a world-class destination.
“On behalf of the Gold Coast tourism industry I am excited about the benefits this unified, action-based, and outcome-driven plan will deliver,” he said.
“Only through an aggressive Gold Coast DTMP framework that clarifies our vision, aligns our efforts, develops the industry and drives increased demand can we compete and succeed in the increasingly competitive global travel marketplace.”