The Gold Coast is challenging the rest of the country to tap into the city's energy and love of life, with an invitation to Get Up and Gold Coast.

Unveiled today by Experience Gold Coast, the new destination attraction campaign is the first for the city in almost five years and invites visitors to explore an evolved holiday destination that's truly come of age.

Set against a backdrop of breathtaking Gold Coast scenery, the playful brand film follows a young Gold Coast local, as she tries to answer a simple question from her Norwegian pen pal: “What do you like to get up and do where you live?”

The film is a vivid, fast-paced journey through the vibrant possibilities of life on the Gold Coast – with the help of some familiar faces including eight-time world surfing champion Stephanie Gilmore and author and podcast host Ellidy Pullin.

Gold Coast Mayor Tom Tate said the new campaign built on Australia's enduring love affair with the city.

“We have been Australia's favourite holiday destination for more than 60 years,'' Cr Tate said.

 “From beach holidays to eco-adventures and our adrenaline-packed theme park, millions of Aussies have wonderful memories of their time spent on the coast.

“As locals we get to enjoy the magic every day, and this campaign reinforces all the reasons why we love living here. Now we want to invite the rest of the country to 'Get up and Gold Coast!''

From beach walks and barista banter to waterfalls, rooftop bars and rollercoasters, the campaign showcases the best the Gold Coast has to offer from the well-known to the undiscovered. Even a surf with one of the world's best – Stephanie Gilmore.

“Being a part of the new Get Up and Gold Coast campaign has been so much fun,” champion surfer Stephanie Gilmore said.

“The campaign highlights all the great things about the Coast and really taps into the energy and spirit of the community.   

 “From escaping into nature, to great food, beaches and epic waves, you can see why I love living here.”

Experience Gold Coast CEO John Warn said Get Up and Gold Coast is part invitation, part challenge to visitors.   

“To 'Gold Coast' means to tap into our city's uniquely positive energy and find those wonderful moments – big and small – when you love life,” Mr Warn said.

“Get Up and Gold Coast has a compelling life force to it that makes you want to join in and get the most out of the extraordinary things the Gold Coast has to offer.”

13 million Australians chose to visit the Gold Coast in the year ending December 2024 with the most recent data from Tourism Research Australia revealing the Gold Coast is Australia's second largest holiday market, and Queensland's largest.

Experience Gold Coast Head of Marketing Brant Hirst said the new campaign captures the essence of the destination.

“We know we have something pretty unique and special here on the Gold Coast,” Mr Hirst said.

“If visitors haven't been here for a while they'll discover a city that's all grown up with a sophisticated arts and cultural scene, a world class events calendar, leading universities and unforgettable natural beauty packaging up in a love for life unmatched anywhere in the world.”   

The new tourism campaign comes just weeks after Experience Gold Coast launched its first app, transforming how people explore the Gold Coast and offering curated tips, hidden gems and exclusive deals – all in the palm of your hand.

ENDS

CONTACT

Kesha West | 0432 862 727 | kesha.west@experiencegoldcoast.com

Hannah Matchett | 0466 631 416 | hannah.matchett@experiencegoldcoast.com

Get Up and Gold Coast campaign assets - HERE

Download EGC App HERE