A funding boost is expected to help the Sunshine Coast tourism industry bounce back from the effects of ex-Tropical Cyclone Alfred.
Visit Sunshine Coast has attracted state government funds for urgent promotional activities to rebuild the region’s holiday market, after many bookings were cancelled due to wild weather.
The funding was announced by Queensland Minister for Tourism Andrew Powell and will be distributed by Tourism Events Queensland (TEQ).
The tourism recovery program will include promotional deals by all three major Australian airlines servicing the Sunshine Coast and a ramping up of TEQ’s Too Great to Wait campaign that advertises hundreds of holiday deals online.
Visit Sunshine Coast CEO Matt Stoeckel said it would roll out targeted destination marketing efforts to drive demand, showcasing the region’s local attractions, events and experiences.
“The state government has been true to its word that there will be no daylight between response and recovery in getting underway in a comprehensive tourism recovery program,” he said.
“While the Sunshine Coast avoided much damage as a result of Alfred, tens of thousands of people still cancelled their holiday plans.
“Many tourism businesses have really suffered. I hadn’t seen hotels that empty since the pandemic.
“A huge issue is also that forward bookings have dried up.
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“People are understandably cautious about booking holidays when they needn’t be and we will be using this additional funding to get visitors flowing again to limit the loss to our industry.
“We have already made impressive progress with getting out the message through our innovative social media campaign, Real Time, to get people travelling again by showing people exactly what the Sunshine Coast looks like right now.
“While this has helped build back traveller confidence, our operators are calling for more urgent support to recoup losses from the disruption caused by Alfred, and this government funding will help us expand our range of promotional initiatives.
“We have a great story to tell.
“Our world-class beaches of Noosa and Mooloolaba are looking good and big events such as the Noosa Festival of Surfing and the Mooloolaba Tri later this month are showing we’re in good shape, we just need to get that message out more widely.”
It’s unknown exactly how much funding has been allocated at this stage, but Mr Stoeckel said it was a “significant” amount.
