The Queensland government’s latest tourism campaign has sparked criticism for promoting the use of e-bikes on the state’s beaches. A one-minute ad, aimed at attracting tourists, features a man riding an e-bike along the sand at Surfers Paradise on the Gold Coast. This has led the local council to consider introducing regulations regarding the use of electric vehicles along the 50-kilometre coastline.
Bicycle Queensland has raised concerns over the safety of beachgoers, with CEO Alton Twine, who is also a former transport director for the City of Gold Coast, stating that “e-bikes in particular don’t belong on the sand.” He emphasized that the beach is meant for relaxation and recreation, not for biking or other vehicles. He added that Bicycle Queensland would support the tourism campaign if the beach scene were removed from the ad and replaced with footage of riders on bikeways, still capturing the enjoyment of the local environment.
Despite the criticism, Tourism Minister Andrew Powell defended the campaign, suggesting that those complaining likely needed a vacation. He highlighted that the new tourism brand, “That Holiday Feeling,” is part of a long-term campaign that could run for several years, though the exact cost has yet to be determined.
In Queensland, electric bikes are allowed on roads and footpaths, and there are no state laws specifically banning them from beaches. However, local councils are responsible for regulating beach use, and the Gold Coast council has indicated it will review its laws on e-bikes. Acting Mayor Mark Hammel acknowledged the council’s intention to examine the issue as part of a broader review. A City of Gold Coast spokesperson reminded beachgoers to prioritize safety and respect others, noting that electric bikes must follow state rules, and illegal behavior could be reported to the police.
