Major events help Sunshine Coast tourism shine in 2023-24

Edited by Travel Weekly

A varied lineup of Sunshine Coast Council-sponsored events has delivered an unprecedented economic windfall, injecting an estimated $112.6 million into the region’s economy.

The record-breaking achievement was unveiled in the recently released Sunshine Coast Events Board 2023-24 Report.

Sunshine Coast Mayor Rosanna Natoli said the success comes from the council’s major event sponsorship program, which she said plays a key role in driving the region’s economic and cultural gains.

“The economic benefits of this sponsorship program offer value and real results for our region’s economy,” Mayor Natoli said.

“Events play an important role in bolstering our hospitality and tourism industries throughout the region. The Sunshine Coast boasts a higher-than-average number of employees in this sector and tourism continues to be our region’s second largest industry.

“While we acknowledge the significant economic impact of events to our local economy, their benefits extend far beyond financial gains. They also help people connect through shared interests and experiences. They help create a sense of identity and pride in our region.”

Tourism remains the Sunshine Coast’s second-largest industry, with a workforce exceeding the national average in hospitality and tourism roles.

Economy portfolio councillor Terry Landsberg commented on how the events enhance both the visitor experience and local liveability.

“These events provide us with the opportunity to showcase our stunning natural assets and the Biosphere in which we live,” Landsberg said.

“Often our beautiful region is broadcast around the globe, inspiring others to come and experience the Sunshine Coast for themselves.

“Council’s Major Events Strategy recognises these significant contributions and aims to generate $86 million of economic benefit for our region each year through increased visitation and local spending.”

Celebrate Glass House Country Long Lunch at Yandalla Farms. (Supplied)

2024’s Standout Events

The AUSSIES: This nine-day national surf lifesaving competition welcomed 15,000 visitors, injecting $20.7 million into the local economy and $25 million across Queensland.
Queensland Garden Show: Celebrating its 40th anniversary, the event drew 40,000 attendees, with 65 per cent from outside the region. Its extended format pushed its economic impact past $10 million, surpassing $9.6 million in 2023.
Sunshine Coast Marathon: Breaking records with over 12,000 participants, the event delivered nearly $9 million to the local economy—up $3 million from the previous year.
The Big Pineapple Festival: Drawing 15,000 music fans to Woombye, it was one of the few large outdoor festivals held nationwide in 2024.
The Curated Plate: This culinary showcase won Best Small Regional Event at the Australian Event Awards, further cementing its reputation.
New additions under the council’s Emerging Events category, including the Sunshine Coast Chamber Music Festival, SHOWFEST, The Rangebow Festival, and the Australian Wearable Art Festival, added artistic diversity to the event roster and hold strong growth potential.

Preparing for global audiences

The Sunshine Coast also secured its place on the global stage as the host for the UCI Para Cycling Road World Championships in 2028, marking a key milestone in the lead-up to the Brisbane 2032 Olympic and Paralympic Games.

The year in numbers

The 2023-24 Major Events Sponsorship Program achieved:

72 major events hosted and supported.
A $112.6 million economic impact, delivering a 1:36 return on investment.
Over 178,000 visitors welcomed.
Support for 1,250 full-time equivalent jobs.
Engagement with 52 new local suppliers via the EventsConnect platform.

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Mayor Rosanna Natoli sunshine coast Terry Landsberg