Sunshine Coast on show
  • Friday 10 February 2012

Sunshine Coast Council has ramped up its efforts in and around international trade and investment.

Sunshine Coast Division 5 Councillor Jenny McKay led a Sunshine Coast delegation in discussions with Tourism Queensland, that focused on the emerging China inbound visitor market and supporting local tourism operators looking to maximise the opportunities.

The Sunshine Coast delegation included representatives from Sunshine Coast Destination Ltd (SCDL), Hyatt Regency Coolum, Underwater World, Maroochy River Cabins, Tourism Queensland (TQ), Sunshine Coast as well as council.

Cr McKay said the purpose of the delegation was to demonstrate the high level of activity being undertaken by individual Coast operators and organisations in the China market while ensuring opportunities were maximised and leveraged and individual strategies - from Tourism Queensland, Sunshine Coast Destination Ltd and council - were linked and aligned.

"Leveraging an existing strong relationship with China, key Sunshine Coast stakeholders are intensifying promotion of the region and continuing to position the Coast as an ideal international holiday and business destination," she said.

"We have an authentic and deliverable product offer emerging that the Sunshine Coast can own in that market."

The delegation – held on Thursday 2 February – follows a Tourism trade and investment mission to Xiamen, China in October 2011, also led Cr McKay.

As TQ goes into its planning phase for 2012-13, the delegation provided an opportunity to discuss the ways the international tourism strategy would better define the direction and action plan for all international markets and how Sunshine Coast tourism operators could play a part.

Sunshine Coast Destination Ltd CEO, Steve Cooper said foundation work to position the region had taken place through Sunshine Coast Council and Cr McKay over the past 12 to 17 years.

"The Sister City relationship with Xiamen provides a real opportunity as it moves to a higher tier city – awareness is increasing," he said.

"The collective activity to date by operators, TQ, SCDL and council has been a positive step in the right direction.

"TQ, SCDL and council are committed to supporting local tourism operators actively pursuing this market."