A dedicated tourism campaign is set to further bolster a coastal town that is “in a renaissance of sorts”.
‘Uncover Caloundra’ is underway and is expected to encourage more travellers to the area, which was acknowledged as one of Australia’s top destinations last year.
The Caloundra Chamber of Commerce has launched the six-month campaign to travellers in Brisbane, the Gold Coast and Townsville.
It was created in partnership with Visit Sunshine Coast, via the Sub Regional Funding program, and launched on December 18 with six video billboards in Brisbane Airport.
The billboards were gifted to the region after it was crowned Queensland’s Top Tourism Town in June 2023.
Caloundra Chamber of Commerce CEO Brady Sullivan said the organisation was excited to continue the town’s momentum after a successful Top Tourism Town campaign, which led to Caloundra being recognised as one of Australia’s Top Three Tourism Towns.
“The Uncover Caloundra campaign will capitalise on Caloundra’s recent award success and ensure our tourism providers can continue to enjoy the benefits of Caloundra’s increased profile,” he said.
“Caloundra’s playground by the sea is no longer a hidden gem … the secret’s out.”
The campaign showcases Caloundra’s pristine beaches, the Caloundra Street Fair, the town’s vibrant arts and culinary scenes, natural wonders and family friendly attractions.
SEQ Properties CEO Angus Booker said the campaign was a fantastic way to “help share the story of Caloundra as a fabulous holiday destination”.
“Caloundra is currently in a renaissance of sorts, so dedicated campaigns for Caloundra are an opportunity to put the town and offerings into people’s minds and also move the dial on people’s perceptions of Caloundra,” he said.
Since Caloundra’s award success, Mr Booker has seen an increase in young families holidaying at his newly renovated BIG4 Holiday Park.
He said the campaign would continue to boost business for local tourism operators.
“With our new facilities and the growth in what Caloundra has to offer, we are increasingly confident of attracting a greater interstate family market that would have traditionally selected the Gold Coast or other areas on the Sunshine Coast,” he said.
The campaign utilises traditional and social media to promote nearby attractions, including Australia Zoo, Aussie World and Your Mates Brewery, with the entire Sunshine Coast tourism industry to benefit.
Visit Sunshine Coast CEO Matt Stoeckel said visitors were drawn to the Sunshine Coast for the diverse attractions within the region, including those in Caloundra.
“With its own distinctive characteristics and attractions, Caloundra is a huge drawcard for visitors from across Queensland and interstate,” he said.
“Caloundra is already well known for its beaches and the water-based experiences, and now its growing number of craft breweries, award-winning restaurants, vibrant arts and events scene, plentiful family-friendly attractions and relaxed and friendly vibe are making an even more attractive top-tier holiday destination.”
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