BRITONS URGED TO SWAP COLD FOR GOLD AND TRAVEL TO THE COMMONWEALTH GAMES

LONDON'S black cabs have been wrapped in images of the Gold Coast as part of Tourism Australia's campaign to attract more British visitors down under for the 2018 Gold Coast Commonwealth Games.

The campaign began in London overnight to coincide with the launch of the Queen's Baton Relay as it begins its journey through 70 countries and territories on its way to the Gold Coast for the Games.

More than 50 London cabs will be wrapped in Gold Coast images that encourage Brits to swap the cold for Gold in 2018.

Today, the Evening Standard newspaper, which is distributed to almost one million Londoners, will also be wrapped in Gold Coast images. The cover wrap showcases Surfers Paradise, Burleigh Heads, Mount Tamborine and the Gold Coast hinterland.

"We want to create a sense of the Gold Coast as Londoners go about their daily commute," says Steven Ciobo, Moncrief MP, and federal minister for trade, tourism and investment.

"We want to make sure they know there is a sunny sky, blue ocean and golden sand waiting for them in Australia. We want them to know they can swap the cold for the Gold."

The United Kingdom is Australia's third largest inbound market for visitor arrivals and for visitor spend. It is predicted to be worth between $5.5 billion and $6.7 billion by 2020.

Just under a third of British people are choosing to align their holiday with a major sporting event.

"The Commonwealth Games provides us with a great opportunity to promote the Gold Coast and increase international visitation," says Ciobo.

A OnePoll survey carried out late last year found that Australia is the number one destination Brits most want to visit for a major sporting event. March is also a peak booking period for British people looking to plan their next holiday.

Business News Australia