A leading major events destination
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 has cemented itself as one of Australia’s premier destinations for major events, achieving a record-breaking year in 2023–24. In that year alone, major events contributed an impressive $112.6 million to the local economy, highlighting the region as a booming gold mine for businesses in the events and tourism industries.
Looking ahead, the Sunshine Coast is poised to continue this upward trajectory, offering an ideal environment for businesses and organisations to thrive alongside its vibrant and diverse events sector.
2024’s standouts
The 2024 calendar showcased the Sunshine Coast’s capacity to host world-class experiences, with several high-impact events driving economic growth and building the region’s reputation as a leading events destination.
Emerging arts and cultural events—such as the Sunshine Coast Chamber Music Festival, SHOWFEST, The Rangebow Festival and The Australian Wearable Art Festival—were added to Council’s sponsorship portfolio. This move underlined the region’s commitment to innovation, creativity and continued expansion of its events 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 sets an ambitious target of delivering $86 million in annual economic benefits through increased visitation and local spending. The Council’s EventsConnect platform has already onboarded 52 new local suppliers, expanding the region’s capacity to deliver exceptional events.
The region is also gearing up to host the UCI Para Cycling Road World Championships in 2028, a milestone event on the road to the Brisbane 2032 Olympic and Paralympic Games.
Why choose the Sunshine Coast for major events?
For businesses in the major events and tourism industries outside the Sunshine Coast, the region offers a unique and compelling proposition. Here’s why it’s the ideal location for hosting major events:
Breathtaking natural beauty
The Sunshine Coast boasts stunning beaches, lush hinterland, and a subtropical climate that creates a picturesque backdrop for any event. These natural assets are a drawcard for attendees and provide unparalleled opportunities for outdoor and lifestyle-based events.Accessibility
The Sunshine Coast Airport offers direct flights to and from major Australian cities and select international destinations, making it easy for attendees to travel to the region. Its proximity to Brisbane also ensures seamless connectivity via road or rail.World-class infrastructure
The Sunshine Coast offers modern venues, high-quality accommodation options, and exceptional local suppliers that cater to events of all sizes, from boutique gatherings to large-scale international festivals.A supportive business and events ecosystem
The Sunshine Coast Council actively supports the growth of the events industry through sponsorships, strategic planning and programs like EventsConnect, which connects organisers with local suppliers. This proactive approach ensures events are well-resourced and professionally executed.Community engagement and vibrant culture
The Sunshine Coast’s welcoming community and rich cultural calendar make it a standout destination. Attendees not only experience world-class events but also the region’s warm hospitality, diverse food scene and unique lifestyle.Economic impact and growth potential
With a proven track record of delivering significant economic benefits, the Sunshine Coast is a high-growth region with untapped opportunities for businesses in the events and tourism sectors. Its forward-thinking Major Events Strategy ensures ongoing success and sustainability.
For businesses looking to expand into new markets or create memorable event experiences, the Sunshine Coast offers everything needed to achieve those goals. With its winning combination of natural assets, infrastructure and community support, the region continues to shine as a premier destination for major events.
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