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The Visit Sunshine Coast ‘World is Coming’ campaign promoting the Sunshine Coast as the major events capital of regional Australia continues to be rolled out from today.

The Visit Sunshine Coast ‘World is Coming’ campaign promoting the Sunshine Coast as the major events capital of regional Australia continues to be rolled out from today.

The campaign highlights the massive portfolio of events coming to the Sunshine Coast in the second half of 2016.

Visit Sunshine Coast (VSC) CEO Simon Latchford said the ‘World is Coming’ campaign celebrates the range and diversity of events staged in our region.

“The region has proven it can successfully host large-scale events with an impressive staging of the Australian Surf Life Saving Championships, Va’a World Outrigger Sprint Championships, Queensland Garden Expo and the International Rally of Queensland receiving rave reviews from organisers, participants and spectators.

“VSC continues to amplify the exciting global events portfolio with a campaign targeting Brisbane and the surrounding drive market. Media includes digital video, display, search and social media advertising. In addition, VSC has partnered with Sunshine Coast Council to create a My Weekly Preview magazine insert to be distributed across the Sunshine Coast and through the Courier Mail within Brisbane.

“The Sunshine Coast already attracts over 8.5 million visitors per year and we want to inspire our fellow Queenslanders to come and visit more often and stay longer.

“We are fortunate to work in partnership with Sunshine Coast Council as they recognise, encourage and support events and the value they inject into the local economy and tourism industry. Research indicates three-quarters of event attendees would not have gone to a destination, if not for an event. In addition, for 57% of first-time visitors to the region, the event is the main reason for visiting and likewise for 69% of repeat visitors.

“We look forward to other exciting international events to be held throughout 2016, including the 7 Sunshine Coast Marathon, IRONMAN 70.3 World Championships, Wanderlust and the Australasian Police and Emergency Services Games.

“These events will attract more national and international visitors to the region during the events but also build on our reputation for repeat visitation for years to come,” said Mr Latchford.

To view a full calendar of 2016 events go to
To view the video please visit

Major Events

4 September                                Ironman 70.3 World Championships (est.9600 guests)

30 September to 3 October         Caloundra Music Festival (est. 16,000 guests)
8 to 15 October                            Australasian Police and Emergency Services Games (est.7400 guests)
20 to 23 October                          Wanderlust (est. 3000 guests)


Sunshine Coast Tourism Fast Facts

  • More than 8.5 million visitors from Australia and abroad travel to the Sunshine Coast each year.
  • The Sunshine Coast will host 60 major sporting, music and lifestyle events this year, estimated to contribute about $100 million to the region’s economy.
  • 2016 events will attract 150,000 participants and their supporters from over 40 countries.
  • Sunshine Coast tourism generates over $2.5 billion annually for the region and comprises 17% of the region’s economic activity.
  • The tourism industry generates more than 35,000 jobs.


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