The Sunshine Coast has recorded Queensland’s strongest rebound in international tourism.
Overseas visitor spending in the region soared to $413.4 million in 2024-25, an increase of 13.7 per cent from the previous 12 months, and just 1.5 per cent below pre-Covid figures in 2019.
Direct flights to and from Auckland and major promotional campaigns fuelled the growth.
Visit Sunshine Coast CEO Matt Stoeckel said the latest Research Australia International Visitor Survey showed that the Sunshine Coast “led the way in the recovery of international markets” in the state.
“The TRA figures showed that the Sunshine Coast has been Queensland’s best performing region in rebuilding inbound visitation in the post-COVID era,” he said.
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An influx of tourists from across the Tasman provided the region with a significant boost. IVS figures showed a 10.1 per cent increase in the number of Kiwi visitors, largely due to more flights and publicity.
“With the start of year-round direct flights by Jetstar from Auckland, in addition to Air New Zealand’s winter seasonal service, VSC’s principal international focus was on the New Zealand market,” Mr Stoeckel said.
“We launched our largest ever promotional campaign in New Zealand called ‘Sunshine Moments – For Real’ and this was complemented by trade missions to key travel agents, wholesalers and industry partners to share product updates, deepen destination knowledge and inspire the trade to sell the Sunshine Coast.
“To do this we tripled the amount of famils we hosted and the number of tradeshows we attended.”
Mr Stoeckel said that “expanded tactical campaigns” also contributed to a growing number of visitors from Europe.
Visit Sunshine Coast participated in Tourism and Events Queensland’s ‘Queensland Is Calling’ Europe & UK Roadshow in Spain, Germany and the United Kingdom from September 21-26.
The event provided Queensland groups with the opportunity to meet more than 180 key trade partners, including major wholesalers and retail travel agents. Discussions focused on showcasing new trade=ready products and experiences.
Tourism Noosa, Saltwater Eco Tours, Narrows Escape, Pinnacle Marketing and Minor Hotels were among those to be represented at the event.
Minister for Tourism Andrew Powell hailed the recent tourism statistics for the Sunshine Coast.
“The number of overseas visitors climbed 8 per cent to 325,000,” he said.
“Data shows visitors are spending more (up 38 per cent to $116 per night) on accommodation, dining, tours and experiences.”
But domestic visitation still accounts for a large slice of the tourism pie.
The Sunshine Coast attracted 2.1 million visitors from January to June, accounting for 17 per cent of Queensland’s total, generating $1.9 billion in expenditure.
Mr Stoeckel said the numbers could have been better but were still strong.
“Cyclone Alfred in March proved a significant disruptor, with cancellations and deferred trips leading into a softer-than-expected Easter peak in April,” he said.
“This drag particularly affected the high-value holiday and day-trip segments, compressing growth during a period that typically lifts the region’s numbers.
“Despite the cyclone setback, the Sunshine Coast maintained a commanding position in Queensland’s visitor economy, anchored by its holiday appeal and underpinned by strong intrastate and east-coast interstate markets.”
