Swot Analysis

Topics: Gold Coast, Queensland, Tourism, Strategic management Pages: 3 (864 words) Published: October 28, 2011
Burleigh Heads

G o l d C o a s t C i t y C o u n c i l ’ s To u r i s m S t r a t e g y


Part 3 Strategic Destination Development

...with its village atmosphere, Burleigh Heads is a contemporary Australian beach escape.

13.4 Burleigh Heads
Burleigh Heads is part of the southern Gold Coast. It has a village atmosphere with a strong sense of local identity and community. The Burleigh Headland to the south and South Nobby to the north provides Burleigh Heads’ beachfront with a cove-like environment, a feature that generally provides for ideal beach conditions for both surfers and bathers. The natural design, combined with two Surf Life Saving clubs and patrol towers along the beach, provide a sense of safety and protection for visitors to Burleigh Heads. It is a popular tourism destination, particularly for families and daytrip visitors from Brisbane. This popularity is best reflected in the beach’s standing as the second most utilised beach on the Gold Coast, behind only Surfers Paradise102. Considering the comparative lack of tourist accommodation within the Burleigh Heads area, particularly along the beachfront, the popularity of Burleigh Heads beach suggests that it is fair to describe it as a destination of choice for both locals and visitors. A restaurant and café precinct is emerging in Burleigh Heads along the Esplanade and beachfront. The foreshore parkland is also a popular location for picnics, barbeques and special events. The central street retail and commercial area is located adjacent to the beach parklands along the ridgeline. The profile of Burleigh Heads has been enhanced through its association as the home of the international surf wear company, Billabong. This in turn has added a recognisable business character to the area. The easily accessible Burleigh Heads National Park and scenic vantage points on the headlands remain significant tourism assets for this area.

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