SURF World Gold Coast wants a brown tourist sign on the Gold Coast Hwy to boost its visitor numbers.

But, in a frustrating catch-22, the Tomewin St Currumbin museum needs more visitor numbers in order to qualify for the sign.

Transport and Main Roads is restricted by a policy, which prevents any business or attraction from easily gaining such advertising.

Surf World chairman Mal Sutherland said he would like "direct signage" to the attraction from the highway.

"At the moment all we have is a blue council sign on the Tomewin and Teemangum St roundabout," Mr Sutherland said.

"We've been trying for two years, and we gave up trying because we didn't have the number of people required through the door.

"It would make a tremendous difference."

He said numbers required were about 40,000 people per year before main roads would consider a sign, while Surf World attracted a conservative estimate of 15,000 annually.

"It's not as good as it should be - we've just got to get ourselves out there."

In June 2009, Currumbin MP Jann Stuckey made written representations on behalf of Surf World to the Main Roads regional director.

Main Roads sent the museum a tourist sign application which was not completed when management realised it would not qualify.

A Main Roads spokesperson said applications were reviewed "on a number of factors including patronage and distance of the sign from the establishment".

"Each application is considered individually upon receipt," the spokesperson said.

"If approved, a quote for signage is provided prior to installation."

Division 14 councillor Chris Robbins said the council could erect blue promotional signs on roads it controls.

"What they're (Surf World) seeking is the state government signs - the brown ones.

"And the rule is you have to have a certain number of tourists to qualify.

"Currumbin Wildlife Sanctuary was successful during the last couple of years, and Jann Stuckey helped with that.

"I'm very supportive of Surf World to have that recognition of the surfing industry to our economy.

"It's very difficult to get that message out there with marketing alone.

"Tourists driving past on the highway might have an absolute interest in it, but don't know it's there," Cr Robbins said.

Email mainroads@ministerial.qld.gov.au and CC msut@bigpond.com to support the tourist sign quest.