The Sunshine Coast is set to play an important role in Queensland reaching a $44 billion budget target for tourism by the 2032 Olympics year.
That’s the view of new Tourism and Events Queensland (TEQ) CEO Patricia O’Callaghan, who was on the Coast last week as part of a mission to visit all 13 of the state’s tourism regions within 100 working days.
She told a media conference outside Visit Sunshine Coast’s Maroochydore base that the local tour, which also took in Noosa, would be “a really important trip” because the region already added about $3b to the state’s annual tourism economy, and attracted about four million visitors every year.
Ms O’Callaghan, who took up her new position in January, said she was encouraged by plans to grow visitor numbers domestically through the success of the fledgling Bonza airline, now based at Sunshine Coast Airport, and internationally with the announcement of Air New Zealand restarting direct flights across the Tasman.
“We know that the Sunshine Coast is a major drawcard for visitors to this state and meeting with Visit Sunshine Coast and the operators here on the ground is critically important to understanding their vision and ambitions and how we’re going to achieve that growth together,” she said.
“Domestically, we know that this is an important market but internationally, we know that there are some ambitions.
“The New Zealand market was delivering through Air New Zealand about 86,000 seats pre-COVID. So, this is an exceptionally important market for this region.
“It’s great to see those services restarting seasonally and I know the region has some big ambitions for that market, moving forward.
“The announcement around Bonza is fantastic: 13 services with 10 new routes. I think that’s delivering up to 800,000 seats into the airport and the airport has major million-dollar capital plans as well.”
Ms O’Callaghan said the Sunshine Coast had great potential for growth, especially with new infrustructure coming on board in the next few years, leading into the Brisbane Olympic and Paralympic Games, but “it’s important to hear from operators on the ground as well”.
“Sustainable growth is really important and ensuring that we continue to work together into the future,” she said.
“The event strategy is just as important. We’re talking at the moment with a number of event organisers and a number of operators.
“We’re proud partners with the Sunshine Coast around events such as the triathlon and the Noosa Eat and Drink. So again, we’re looking at the event strategy, that portfolio, and where we can add value and support will be a big part of the discussions.
“I’m really proud to say that the Sunshine Coast was the first destination I visited outside Brisbane on the second day of my role. This is an important part of our tourism economy.”
Speaking afterwards with Sunshine Coast News, Ms O’Callaghan acknowledged the $44b target was an “ambitious goal” but also said it was “an exciting one”.
“We’re starting ambitiously,” she said, after a morning that included meeting with Sunshine Coast Mayor Mark Jamieson and Visit Sunshine Coast representatives.
“Our role is for ensuring that TEQ knows where we’re going to add value to that growth and, importantly, where we bring our industry on that journey with us.
“It won’t be easy but that’s why we’re engaging with our regions, listening to them, hearing from them in the early days and then finalising the plans to achieve that. That’s of critical importance.”
Ms O’Callaghan, who previously was CEO at Destination Gold Coast and before that at Townsville Enterprise Limited, said she was more than familiar with the Sunshine Coast and its tourism attributes.
“I certainly have been here for different business events, definitely been here for holidays and I’ve got family living here as well,” she said.
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“I’m a born-and-bred Queenslander so a holiday in Queensland has always been a big part of our family life – of course I have my own son now as well.
“Obviously the coastal beaches are a massive strength, the hinterland.
“I’m hearing very much around the food and the beverage at the moment as well.
“But you’ve got wonderful products such as Australia Zoo that are globally renowned.
“For us, it’s really ensuring we know that the Sunshine Coast is a major part of our tourism economy, so ensuring that as we develop these plans to reach $44b, we work with Visit Sunshine Coast closely and with the local operators to cement where Sunny Coast will go in the future.”
With the growth in overseas travel and regions throughout Australia now all vying again for travellers’ limited tourism dollars, she said Queensland had to stay front and centre of holiday options and deliver a diverse offering.
“That’s why I’m going around the regions,” Ms O’Callaghan said.
“It’s all about listening and hearing. But I know for the Sunshine Coast, something that’s standing out really strongly is the focus on sustainability: the focus on visitors coming to enjoy themselves but leaving the place better and those enriching moments.
“I love the work around the brand. I love those ‘Sunshine Moments’. It’s something people can relate to and that’s the feeling that people have when they leave.
“I can assure you we are very much out in market at the moment, not just throughout Australia but globally.
“We have our Queensland Is Calling campaign which has been activated in Australia and New Zealand, which is a take on those hidden gems across the state, but we’re also active in all of our international markets at the moment.
“So, there’s campaigns out there, they’re very much in market and they’re driving those visitors.”
Ms O’Callaghan said she welcomed tourism operators thinking outside the box in creating new experiences within the regions to draw more visitors.
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“We’re so passionate about supporting existing products and experiences but I would say, as well, we love the new ideas and thoughts and creative ways of driving visitation,” she said.
“The modelling shows, if we’re to continue doing everything as we are, we’ll probably hit $32b of that $44b target.
“So, to make up that critical bit, we’re going to have to think outside the square and think a bit differently.
“That will come through our branding. It will come through our events strategy. But importantly, it will come through product development and that’s where industry will lead.”
Visit Sunshine Coast CEO Matt Stoeckel said Ms O’Callaghan’s visit was all about strengthening the partnership with TEQ.
“Working together, we can achieve so much more for the region and through that partnership, we’re really ambitious about what we can achieve in the next decade leading up to the Olympics in 2032,” he said.
“By working with TEQ and the State Government, we know that we can make our dollars go further and bring more people here to the Sunshine Coast, which means more jobs for Sunshine Coasters.
“We’re looking good for the school holidays – about where we were last year and so really optimistic that it’s going to be another bumper season.
“But for all our visitors out there that haven’t booked, please get in before it’s too late. There’s still plenty of availability and great deals available.”
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