The Eumundi Markets have been confirmed as a tourism powerhouse for the Sunshine Coast, with a new independent report revealing the iconic attraction generates $54 million a year and supports more than 1000 jobs.
Commissioned by Experience Eumundi and prepared by Urban Economics, the report positions the world-famous markets alongside, and in some cases ahead of, Queensland’s best-known visitor attractions in terms of visitation, employment and regional impact.
The findings show the Eumundi Markets operate at the scale of a major attraction while running twice weekly, every week of the year.
Experience Eumundi general manager Mark Cameron said the report provided long-awaited, data-driven confirmation of what the community has long known.
“Eumundi Markets are not just a much-loved national icon — they are a tourism asset of state-level significance,” Mr Cameron said.
“This independent research confirms the markets are a powerful economic driver for the Sunshine Coast, supporting local jobs, small businesses and community organisations, while delivering real value back into the region.”
Key findings from the report include annual visitation of about 1.2 million people, comparable to the Sunshine Coast’s largest attractions, and $54 million in annual market expenditure, representing more than 2 per cent of all non-accommodation tourist spend on the Sunshine Coast.
The markets support about 1000 direct jobs across 600 stalls, with total direct and indirect employment exceeding 1300 jobs.
The report also found $7.5 million is returned annually to local community organisations, with around eight cents of every dollar spent reinvested directly back into the community.
In addition, the markets generate 30,000 room nights each year, contributing an estimated $9.3 million in accommodation spend across the Sunshine Coast and Noosa.
Want more free local news? Follow Sunshine Coast News on Facebook, LinkedIn and Instagram, and sign up for our FREE daily news email.
Queensland Industry Tourism Council CEO Natassia Wheeler said attractions like the Eumundi Markets were critical to regional tourism resilience.
“Eumundi is a clear example of how strong hinterland experiences support visitor dispersal, encourage longer stays and spread economic benefit across a destination,” Ms Wheeler said.
“Independent data like this helps make the case for coordinated planning and infrastructure that supports both residents and visitors.”
The report also highlighted the markets’ role as a major business incubator, providing low-barrier entry for local producers, artisans and food businesses to test and grow their enterprises.
Mr Cameron said the findings raised important planning considerations for the township’s future.
“Despite operating at the scale of a major human-made attraction, Eumundi is currently classified as a ‘nature and hinterland’ tourism focus area,” he said.
“The report clearly shows a disconnect between how the markets function in reality and how they are recognised in planning frameworks.”
Visit Sunshine Coast CEO Matt Stoeckel said the markets were a cornerstone of the region’s identity.
“The Eumundi Markets are a true Sunshine Coast icon,” Mr Stoeckel said.
Mr Cameron said the report would support future discussions with government and industry around infrastructure and long-term planning.
“Eumundi thrives when the community thrives,” he said.
“This report gives us the clarity and credibility needed to advocate for the kind of planning and investment that protects what makes Eumundi special — while supporting its future.”
