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The Sunshine Coast has proven itself as a premier destination for major events, achieving its best year on record in 2023–24.

The Sunshine Coast continues to prove itself as a premier destination for major events, recently achieving its strongest events year on record with a $112.6 million contribution to the economy.

Looking ahead, the region is poised to continue this upward trajectory, offering an ideal environment for businesses and organisations to grow alongside its vibrant events industry.

How major events fuel growth

Sunshine Coast Council’s major event sponsorship program has played a critical role in delivering record-breaking outcomes, supporting a diverse range of events that have significantly boosted the region’s economy and community.

Tourism, the Sunshine Coast’s second-largest industry, benefits directly from these events, which sustain a higher-than-average proportion of local jobs in hospitality and tourism.

Beyond the numbers, these events contribute to the cultural vibrancy of the region.

2024’s standouts

The 2024 calendar featured several high-impact events that showcased the Sunshine Coast’s capacity to host world-class experiences.

Emerging arts and cultural events, including the Sunshine Coast Chamber Music Festival, SHOWFEST, The Rangebow Festival and The Australian Wearable Art Festival, were added to Council’s sponsorship portfolio, highlighting the region’s commitment to innovation and growth in its event offerings.

Major highlights included:

  • National surf lifesaving competition AUSSIES, which brought over 15,000 visitors and generated $20.7 million locally

  • The Queensland Garden Show celebrated its 40th anniversary with a four-day event, drawing 40,000 attendees and exceeding $10 million in economic impact

  • The Sunshine Coast Marathon set new records, delivering $9 million in local economic benefits in 2024—an increase of almost $3 million from the previous year, driven by a surge in participant numbers to over 12,000

  • The Big Pineapple Festival brought nearly 15,000 music lovers to Woombye, further cementing the region’s reputation as a cultural hotspot.

  • The Curated Plate culinary event also shone brightly, earning the title of Best Small Regional Event at the Australian Event Awards.

Looking ahead

The Sunshine Coast’s Major Events Strategy aims to sustain this momentum by generating $86 million in annual economic benefits through increased visitation and local spending. Council’s EventsConnect platform has already added 52 new local suppliers, expanding the region’s capacity to deliver outstanding events.

The region is also preparing to host the UCI Para Cycling Road World Championships in 2028, marking a significant milestone in the lead-up to the Brisbane 2032 Olympic and Paralympic Games.

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