Sunshine Coast Tourism Region Destination Tourism Plan

Tourism is both a major economic activity and lifestyle driver for the Sunshine Coast tourism region, and visitor expenditure impacts a number of key regional economic sectors. The visitor economy currently injects almost $2.7 billion of direct expenditure into the destination, which, in turn, supports almost 35,200 jobs (direct and indirect). Visitor expenditure also supports a range of infrastructure including restaurants, accommodation, transport and retail which actively contribute to developing live able communities To help achieve Queensland’s 2020 target aspiration of doubling overnight visitor expenditure to $30 billion by 2020, the Sunshine Coast tourism region will have to contribute approximately $3.9 billion towards the 2020 target. In order to do this, a planned approach is required to harness key market segments to drive growth in the region.

About the Destination

The Sunshine Coast tourism region, positioned between the Glasshouse Mountains in the south and Inskip Peninsula (gateway to Great Sandy Strait) in the north, is recognised as Queensland’s best loved holiday destination, where the blend of coastal and hinterland experiences have created a lifestyle that’s the envy of Australia.

Key Markets

Tier One

Connectors in Regional Queensland and Brisbane (400km radius of the Sunshine Coast tourism region Connectors in Melbourne and Sydney; and New Zealand and United Kingdom.

Tier Two

Unwinders in Sydney and Melbourne and Germany,Scandinavia, Netherlands,Switzerland, America,China, Singapore, Malaysia and Indonesia.

Tier Three

Hong Kong, India and Korea.New and Developing Taiwan.

Opportunities for Growth

To grow and prosper as a destination and to achieve its $3.9 billion aspiration for 2020 (an extra $1.2 billion), it is recommended that the following markets be considered as key target areas for growth of the Sunshine Coast visitor economy.

By 2020 the Sunshine Coast tourism region will be globally recognised as Australia’s premier revitalising holiday destination where the blend of coastal and hinterland experiences showcase

the region’s contemporary beach culture.

This vision is built on four pillars:

Welcome: ‘Wanya’ in the words of the Aboriginal people, is an open invitation to feel at home in this place, where the Aboriginal place names and stories enrich the landscape, as do our creative community.

Lifestyle: the Sunshine Coast way of life is for many the ideal. Waking early to see the sun rise, being out in nature to refresh the senses, enjoying healthy fresh, local products, prepared by a local creative genius, and feeling truly connected to the people and places.

Nature: our communities embrace a lifestyle in harmony with nature, with the only place on earth with not one but two biospheres, from spectacular waterfalls, silent waterways, untouched beaches and the serenity of the forests; the Sunshine Coast is naturally refreshing.

Community: our festivals and events, our weekend markets, the conversations on the street corner with coffee and fresh bread, are part of the village lifestyle that defines the Sunshine Coast. Many villages, many cultures, one region, one vision.

Our Goals

1.Extend day & one night stays to grow the advantage with a focus on celebrating sunrise, healthy lifestyle and living the dream. Put a huge focus into events that drive overnight visitation in the off-peak.

2.Create new immersive experiences and events that attract new niche market segments:

Ø  Nature-lovers: Glass House Mountains, 2 Biospheres & lots of NPs, Waterways and recognising ‘green’  operators

Ø  Cultural travellers: Link natural advantage with indigenous stories,

Ø  Gourmet travellers: food and the markets

Ø  Adventure-seekers

Ø  Business event incentive packages

3.Increase activity through the use of digital media database marketing / sharing

4.Encourage visitors to explore & connect with better inter and intra-regional access & transport:

Ø  Linking attractions

Ø  5 iconic photo moments with great stories

Ø  Show how close things are

Ø  Fully connective region – online / mobile Beyond 2020:

Ø  Unclog the Bruce Highway

Ø  Link to Cairns and North Queensland to get more flights

Ø  New runway & terminal

5.Build community pride and service culture

e.g. Welcome to Noosa

Ø  Get ready for new markets, including Asia, with the right accommodation (trusted brands) and more operators targeting Asia (International ready)