“We are really trying to put on an ‘always-on’ events calendar,” says Experience Gold Coast CEO John Warn. “We’re focused on building a much more sustainable level of visitation to the city through the year.”The Gold Coast welcomed 14.4 million visitors last year, generating an estimated $8.9 billion for the visitor economy.The scale of that strategy is reflected in the city’s events portfolio. Experience Gold Coast supports more than 120 events annually across sport, culture, entertainment and business events, with the portfolio injecting more than $600 million into the economy each year.Experience Gold Coast CEO John Warn. Sport accounts for a significant share of that activity. Experience Gold Coast supported 56 sporting events last year, representing more than half of all supported events and generating an estimated $358 million in economic impact.While the city continues to benefit from its reputation as one of Australia’s favourite holiday destinations, Warn says the focus is increasingly on using events to distribute demand more evenly throughout the year.The portfolio spans events including the Gold Coast Marathon, Pacific Airshow Gold Coast, Gold Coast 500, Magic Millions Carnival, SWELL Sculpture Festival, Blues on Broadbeach and the Gold Coast Pro.Together, these events attract hundreds of thousands of visitors while showcasing the city’s beaches, waterways and hinterland to audiences across Australia and internationally.For Warn, the value extends beyond visitor spending. Major events help build local pride, encourage community participation and strengthen the Gold Coast’s reputation as a destination capable of delivering events on a national and global stage.“Visitors don’t just come for an event and leave,” says Gold Coast Mayor Tom Tate. “They stay in our hotels, dine in our restaurants, visit local attractions and spend more time experiencing everything the Gold Coast has to offer.”Gold Coast Mayor Tom Tate. With this in mind, last year’s Australia-India T20 cricket match was deliberately scheduled on a Thursday night to encourage visitors to spend several nights on the Gold Coast rather than making a short trip centred on a single event.“We’ve intentionally looked at how we approach mid-week events and how we bring content here that drives visitation over multiple days,” Warn says.More recently, the city has hosted World Para Swimming and World Para Table Tennis competitions while securing the return of the World Surf League Championship Tour after a seven-year absence.Secured: The World Surf League Championship Tour. The Gold Coast is also strengthening its position as a destination for women’s sport, hosting events including the AFC Women’s Asian Cup and Women’s State of Origin while continuing to attract national and international competitions across a range of sporting codes.Warn says the city’s ambition extends beyond securing individual marquee events.“We’re building one of Australia’s leading destinations for major sporting events,” he says.“Every event helps strengthen our capability, reputation and relationships with sporting bodies around the world.”The benefits also extend well beyond hotel occupancy and ticket sales.The World Surf League event reaches millions globally through social media and broadcast channels, helping raise the Gold Coast’s profile with potential visitors.“We are broadcasting globally at that scale,” Warn says. “The broadcast and media reach to put the Gold Coast further on the map is a huge opportunity for us.”Commonwealth Games experienceThe city’s approach has been shaped in part by lessons learned from hosting the 2018 Commonwealth Games.Gold Coast Mayor Tom Tate says the experience highlighted the need for a more co-ordinated and responsive approach to attracting and supporting major events.“A key learning was understanding how we needed to be more responsive to proponents, so we didn’t miss opportunities,” Tate says.The result was the establishment of entities including Experience Gold Coast to better align tourism, investment and events efforts.Tate says major events now play an important role in both economic development and the city’s broader evolution.“We have 80,700 registered businesses and the downstream economic benefit for major events is considerable for these business operators,” he says.The model also relies heavily on partnerships with specialist event organisers.Experience Gold Coast often acts as an investor and strategic partner while specialist organisations handle delivery.Events Management Queensland, which runs the Gold Coast Marathon, Pan Pacific Masters Games and T100 World Triathlon Series, is one such partner.Events Management Queensland chief executive Ben Mannion says long-term agreements allow organisers to build stronger relationships with sponsors and stakeholders while continually refining events from year to year.“A multi-year approach enables the development of relationships with sponsors and stakeholders, with the continuity supporting sustainable growth and exceptional experiences for participants,” says Mannion.That emphasis on continuity is becoming increasingly important as the Gold Coast prepares for its role as a co-host city for Brisbane 2032.Olympics co-host cityAs a co-host city for the Brisbane 2032 Olympic and Paralympic Games, the Gold Coast sees the event as an opportunity to deepen its events pipeline, attract more world championship sport and strengthen its position as a leading destination for major events before and long after the Games conclude.Warn says the objective is not to wait for 2032 but to build capability, reputation and international relationships well in advance.“We are already working with many of the national sporting bodies and international federations seeking to hold and host major world championships,” he says.The Gold Coast’s existing infrastructure provides a strong foundation. Many facilities built or upgraded for the Commonwealth Games remain heavily utilised, while additional venue developments are planned in the lead-up to 2032.Historically, the city often had to compete aggressively for major events. Increasingly, however, organisers are approaching the Gold Coast directly with proposals.“I think the needle is already moving,” Warn says.“We’re seeing big event organisers talking to us and coming to us with proposals.“I only see that continuing.”To find out more, please visit Experience Gold Coast.