Next Monday Open This Outlook Instead: Gold Coast Beckons a Mid-Week Escape

Next Monday Open This Outlook Instead: Gold Coast Beckons a Mid-Week Escape

08 Apr 2024

Experience Gold Coast has launched a first-of-its-kind tourism campaign to broaden the appeal of the Gold Coast by showcasing the magic of mid-week travel in collaboration with a host of activities and attractions.

Sneeky Mid-Weeky targets holidaymakers who have more flexibility to travel mid-week including solo travellers, couples, groups of friends or parents wanting a kid free getaway.

The catchy Sneeky Mid-Weeky tagline is further bolstered by compelling bookable offers across accommodation, airlines, and experiences available exclusively to those who travel mid-week.

Experience Gold Coast CEO John Warn said the brand-new campaign aims to increase Monday to Thursday visitation by driving conversion through compelling mid-week deals.

In an exceptionally competitive travel market, Sneeky Mid-Weeky is designed to not only surprise and delight our largest interstate markets with cut-through messaging and exclusive offers, but also to expand into a lucrative new market segment of travellers without kids.

Mr Warn

“Travellers without kids are one of the fastest growing domestic visitor segments. In fact, since 2010 the national market share has grown over 98 per cent and in the last year alone this segment had a solid 40 per cent share of national overnight holiday visitors.

“While the Gold Coast remains popular on weekends and school holidays, our single biggest growth opportunity domestically is to unlock mid-week travel.

Deploying this tactic in Sydney and Melbourne not only ensures the Gold Coast smooths demand as a year-round destination of choice but also helps to drive a more sustainable visitor economy overall.

Mr Warn

“With the intent to turn Sneeky Mid-Weeky into a verb, the Gold Coast will soon be synonymous for a mid-week trip.”

The extensive interstate campaign will be promoted over coming months across out of home, broadcast, social and digital media, and display advertising. The Star Gold Coast’s Director of Hotels and Residences Steven McPharlin applauded the Sneeky Mid-Weeky initiative.

“The Star is thrilled to help kick-start this campaign and our team has designed an exclusive dine and stay package with wide-ranging appeal, whether looking for an adventure or a more restful mid-week getaway

“We are proud to continue to contribute to the city’s visitation economy providing thousands of jobs as well as delivering memorable guest experiences that will keep our beautiful city top-of-mind as a world-class tourism and entertainment destination all year round.”

From buy one get one free to a mid-week exclusive menu, hotel room upgrade and value-adds, for more information and to book, visit

Sneeky Mid-Weeky is supported by Tourism and Events Queensland through the Contestable Funding Program.

View the 30-second TVC here.



Madison Harding | 5584 6267 |

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Destination Gold Coast acknowledges the Traditional Custodians of the land on which we are situated, the Kombumerri families of the Yugambeh Language Region. 
We pay our respects to their Elders past, present and emerging, and recognise their continuing connections to the lands, waters and their extended communities throughout Southeast Queensland.