The Region

The Sunshine Coast has a wide variety of tourism and leisure experiences ranging from coastal beaches and waterways to scenic hinterland areas, national parks, world-class resorts, quality restaurants and several attractions.  The Sunshine Coast is located north of Brisbane and incorporates the beach side towns of Caloundra, Maroochydore, Mooloolaba, Coolum, Noosa, Cooloola Coast and hinterland.  

The region extends from the Glass House Mountains in the south, including the northern portion of Bribie Island, to the Cooloola region north of Noosa Heads and west to Kenilworth, the Mary Valley and Blackall Range.

The Sunshine Coast is within easy reach of Brisbane, with access by rail and road via the Bruce Highway. The region is also home to the Sunshine Coast Airport at Marcoola, which operates domestic and international flights.

Hero Experiences

In conjunction with destination stakeholders, destination 'Hero Experiences' have been identified for Sunshine Coast; they are those world class iconic experiences that:
  • provide a destination with a real competitive edge over other destinations
  • focus on what is truly unique or memorable or engaging about a destination
  • meet the needs of our target markets

Hero experiences are those world class iconic experiences that: provide a destination with a real competitive advantage over other destinations, focus on what is truly unique or memorable or engaging about a destination, and meet the needs of identified target markets. 

Why Hero Experiences? 

Focusing on a destination’s ‘hero experiences’ is: responding to the demands of our domestic and international visitors, designed to gain a competitive advantage over other destinations, and an opportunity to focus the efforts of tourism stakeholders and create partnerships. The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth. The Sunshine Coast ‘Hero Experiences’ have been developed to deliver the region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand. 

Vision 

By 2020 the Sunshine Coast will be globally recognised as Australia’s premier revitalising holiday destination where the blend of coastal and hinterland experiences showcase the region’s contemporary beach culture.

Brand Promise

Feel the rejuvenating warmth of our beach culture.

Themes 

    • Innovative Food 
    • Wonders of nature
    • Immersive encounters
    • Exhilarating Events
    • Beachside Culture

Destination Tourism Plan