The Queensland government has come under fire for showcasing an e-bike rider cruising along a popular Gold Coast beach in its latest tourism campaign. The one-minute promotional clip, part of the newly launched “That Holiday Feeling” brand, depicts a man riding an electric bike across the sandy shores of Surfers Paradise — a scene that has drawn criticism from the state’s cycling body and raised concerns among local authorities.
Tourism and Events Queensland released the ad earlier this week to entice more tourists to visit the sunshine state. However, the decision to highlight e-bike use on the beach has prompted Bicycle Queensland to voice safety concerns for other beachgoers, and triggered a review of local laws by the Gold Coast City Council.
Bicycle Queensland Condemns the Message
Bicycle Queensland, the peak advocacy organisation for cycling in the state, has openly criticised the ad. Alton Twine, CEO of Bicycle Queensland and former City of Gold Coast transport director, said the imagery sent the wrong message to the public.
“E-bikes, in particular, don’t belong on the sand. The beach is there to be enjoyed by people recreating — lying on the sand, going for a swim, going for a surf — not to be riding a bike or any other vehicle up and down the beach itself,” Twine said.
Twine acknowledged the broader goal of promoting Queensland’s natural beauty but stressed that using an e-bike on the beach was inappropriate. He warned that showcasing the activity in official advertisements could inadvertently encourage dangerous behaviour among tourists and locals alike.
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Bicycle Queensland has called for the government to re-edit the campaign, suggesting the scene with the e-bike be relocated to a bikeway or a more suitable location, to maintain the festive and adventurous spirit without compromising public safety.
Tourism Minister Defends Campaign
Despite the backlash, Tourism Minister Andrew Powell stood firm in support of the campaign. Responding to criticism, Powell dismissed the concerns lightly.
“People complaining about a production clearly need a holiday,” he said in a statement to the ABC on Tuesday.
Minister Powell emphasised that the campaign was intended to evoke the carefree, adventurous spirit associated with holidays in Queensland. He confirmed that the “That Holiday Feeling” brand would underpin a series of campaigns over the next several years, rather than being a single, short-term marketing push.
While the final cost of the campaign is yet to be determined, Powell compared its potential scope to the previous tourism campaign centered around the popular animated series Bluey, which cost approximately $9.2 million.
Legal and Safety Implications
In Queensland, the use of electric bikes is permitted on roads and footpaths, and currently, there are no specific state laws prohibiting their use on beaches. However, the jurisdiction over beaches lies with local councils, and the Gold Coast City Council has indicated it will now undertake a review of its local laws concerning e-bikes.
Acting Gold Coast Mayor Mark Hammel acknowledged the need for a closer look at beach regulations following the controversy.
“It’s great to see the Gold Coast featured in the ad — I understand cycling on the beach isn’t in breach of any by-laws,” Cr Hammel said. “As part of the local law review, we will look at e-bikes on the beach.”
A City of Gold Coast council spokesperson added that while riding e-bikes on the beach was currently legal, safety must remain the number-one priority.
“Electric bikes are required to be ridden in accordance with Queensland government rules. Illegal behaviour may be reported to police,” the spokesperson stated.
The council has urged beachgoers to behave safely and respect other users of the beach at all times.
Broader Concerns Around E-Bike Usage
The controversy around the promotional ad comes amid broader community concerns about the increasing use of e-bikes, particularly among young riders. With growing popularity, e-bikes have been associated with a rise in accidents and safety incidents, prompting calls for tighter regulation and better education campaigns.
A recent discussion on ABC Gold Coast highlighted how young e-bike users are often unaware of the specific rules governing their use, leading to dangerous situations both on roads and public spaces like parks and beaches.
Tourism and Public Image
Tourism remains a critical component of Queensland’s economy, and presenting the state as a vibrant, welcoming, and safe destination is essential. Some tourism experts have pointed out that while promoting adventurous activities can attract tourists, it is equally important to ensure that messaging around safety and appropriate behaviour is clear.
Marketing experts caution that imagery promoting behaviour that could be perceived as unsafe — even if legal — can expose public campaigns to reputational risks. In this case, the depiction of e-bike riding on a busy beach where families and children gather could be seen as sending mixed messages.
Looking Ahead: Will the Campaign Be Edited?
It remains unclear whether Tourism and Events Queensland will make any changes to the ad following the backlash. Bicycle Queensland and some local residents have suggested that a simple edit to remove the scene would satisfy safety advocates without undermining the campaign’s effectiveness.
For now, the promotional video remains live and continues to be shared across social media platforms as part of the government’s broader push to boost domestic and international tourism numbers.
As Queensland heads into its peak tourist season, authorities are likely to monitor public reactions closely and weigh the benefits of maintaining the campaign’s current version against potential risks to safety and public perception.
Meanwhile, the debate has sparked a broader conversation about responsible tourism marketing, the rise of e-mobility devices like e-bikes, and the evolving need for regulations that keep public spaces safe and accessible for everyone.
