The founder of Australia's biggest tattoo festival, SURFn'ink, believes the Gold Coast is a hot contender for the title of Australia's most inked city.

"Look around and every second person on the Gold Coast seems to have at least one or two tattoos - celebrities, footballers, surfers, musicians, tradies, even professionals and CEOs", said Marco Ventura, the Peruvian-born Gold Coast tattoo artist and founder of SURFn'ink.

"Many people, including more and more women, want intricate and elaborate designs on their bodies, said Marco.

"Tattoos are a source of pride and a fashion statement. They often tell the story of an event in the person's life or an affirmation they strongly associate with" he said.

A US poll conducted in 2010 reported that 36 percent of 18-25 year olds and 40 percent of 26-40 year olds have at least one tattoo. Marco believes this figure could be higher on the Gold Coast.

"For every person you can see with a tattoo, double that number of people have tattoos you can't see", said Marco.

"Some people keep them hidden because of their profession; others like big, bold tattoos that cover entire sections of their bodies".

Marco said that most people now put a lot of research into what kind of tattoo they want before they make their decision.

"Those planning to have a tattoo done at SURFn'ink have the opportunity to preview the list of artists, research what their artwork is like and make a booking", he said.

"Alternatively, they can come along and watch the artists at work and then book in if the artist has time available", he said.

Set for its third year at the Gold Coast Convention and Exhibition Centre from 13-15 January 2012, SURFn'ink continues to attract an army of international artists, some of whom will travel from as far away as Austria, Greece and England to tattoo at the event.

Headliners at the event will be: famous Japanese tattoo artist, Shige; American portrait artists, Bob Tyrrell and Nikko Hurtado, both of whom have appeared on LA Ink; and traditional Polynesianstyle "tattoo" artist Brent McCown, a New Zealander who now resides in Austria.

As well as including all forms of tattoo culture, from tattoos and body piercing, competitions, industry-focused workshops and seminars, SURFn'ink's 2012 program also includes prowrestling, Muay Thai, Jiu Jitsu, Capoeira, art fusion, art exhibitions, music and a wildcard heat for the national tattoo pageant, Miss Ink Australia.

Around 15,000 people are expected to visit the three day event.

SURFn'ink tickets are priced from $20 and are available from www.ticketek.com