Major malls in the Gold Coast are undergoing extensive renovations to show tourists that the destination offers more than just the sun, sand and sea. By Paige Lee Pei Qi
Already renowned as a holiday haven with sandy beaches, the Gold Coast now wants to establish itself as Australia’s biggest shopping mecca with extensive upgrading and redevelopment of major malls, which will place the destination in good stead in its pursuit of Asian travellers.
Pacific Fair Shopping Centre is set to become the fourth largest shopping centre in the country when its A$670 million (US$482 million) expansion is completed this year. The expansion will also transform the property from a regular shopping mall into a designer destination debuting brands like Givenchy, Gucci, Hermes, Louis Vuitton and Prada.
Meanwhile, this year, the Australia Fair Shopping Centre will brandish a fresh look after a A$15 million revitalisation, while Robina Town Centre’s A$160 million expansion is expected to complete by the end this year.
Harbour Town Gold Coast, which is Australia’s largest outlet shopping centre with more than 220 stores, is also currently undergoing a A$20 million expansion. New stores include brands like Coach, Hugo Boss, Calvin Klein, Ralph Lauren, and Australia’s first Victoria’s Secret Outlet store.
Commenting on the rejuvenation of the Gold Coast’s retail landscape, Tourism Australia’s managing director, John O’Sullivan, said: “The unique thing about the Gold Coast is that you’ve got an amazing beachfront and coastline and good (shopping) products. The important thing is that the Gold Coast can now provide a concentrated premium shopping experience.”
The Gold Coast trade is also positive that the city’s improved shopping offers will make the destination more attractive to international visitors, particularly those from China.
The latest statistics from the Gold Coast Tourism Corporation showed that China was key to international growth in recent years, with the number of Chinese travellers reaching 242,000 in 2015, a 20 per cent increase from the previous year.
Last year, China was the Gold Coast’s largest inbound market for visitor arrivals, and also Australia’s largest market for total spend and visitor nights.
George Liu, general manager of Gold Coast-based Conrad Travel, said: “Asian travellers, and the Chinese especially, like to have at least one free and easy day for shopping because they are always looking to bring something home (from their travels).
“The Gold Coast has never been known as a shopping destination. But with these new shopping malls it will be possible for us to include them as new products for free and easy days in our itineraries,” Liu added.
Similarly, Adeline Yeo, operation manager of Perfect Tours Australia, said the revamped shopping malls would attract Asians.
“Previously, shopping in the Gold Coast was more about the factory outlets. But with premium brands entering the market, we will be able to get a good mix of budget and luxury shopping,” Yeo said.
She added: “The main complaint that tourists give is the limited shopping hours, since late-night shopping is only available on Thursdays.”
Apart from shiny new malls, Jupiters Hotel and Casino is also transforming under a A$345 million refurbishment. One of Gold Coast’s most significant hotel refurbishments, the property will soon welcome a new six-star 700-key hotel tower rising 17 storeys in front of its existing 592-key hotel. The new tower is touted to feature some of Australia’s most luxurious accommodations, and is slated to be completed ahead of the 2018 Commonwealth Games.
Meanwhile, the ongoing A$1.4 billion Ruby development – an integrated residential and resort precinct in Surfers Paradise – has also been hailed as another game changer on the coastline. It will also be ready to welcome guests in 2018.
Andy Indra, senior sales manager of Experience Tours Australia, commented: “These new infrastructure and shopping attractions show that the destination is doing a lot to improve itself and these will definitely make it more attractive for us to promote the Gold Coast beyond its sand and sea.”
This article was first published in TTG Asia, July 8, 2016 issue, on page 27. To read more, please view our digital edition or click here to subscribe
