How major events help our region shine
A diverse portfolio of Sunshine Coast Council-sponsored events has achieved the highest economic windfall on record, reaping an estimated $112.6 million for our region. The outstanding outcome was highlighted in the recently released Sunshine Coast Events Board 2023-24 report.
Sunshine Coast Mayor Rosanna Natoli said Council’s major event sponsorship program played a crucial role in the success of many events.
“The economic benefits of this sponsorship program offer value and real results for our region’s economy,” Mayor Natoli said.
“Events play an important role in bolstering our hospitality and tourism industries throughout the region.
”The Sunshine Coast boasts a higher-than-average number of employees in this sector and tourism continues to be our region’s second largest industry.
“While we acknowledge the significant economic impact of events to our local economy, their benefits extend far beyond financial gains.
“They also help people connect through shared interests and experiences. They help create a sense of identity and pride in our region.”
Economy Portfolio Councillor Terry Landsberg said hosting a diverse range of events on the Sunshine Coast also enhanced the liveability for locals and the experience for visitors.
“These events provide us with the opportunity to showcase our stunning natural assets and the Biosphere in which we live,” Cr Landsberg said.
“Often our beautiful region is broadcast around the globe, inspiring others to come and experience the Sunshine Coast for themselves.
“Council’s Major Events Strategy recognises these significant contributions and aims to generate $86 million of economic benefit for our region each year through increased visitation and local spending.”
Which events sparkled in 2024
Cr Landsberg said a number of major events contributed significantly to the Sunshine Coast’s economy and culture in 2024.
Council sponsored four successful events through the Emerging Events category introduced to the Major Events Sponsorship Program: the Sunshine Coast Chamber Music Festival, SHOWFEST, The Rangebow Festival and The Australian Wearable Art Festival.
“Council was keen to bolster arts and cultural events within our region’s event portfolio and these sponsored events were selected for their potential to grow in the future,” Cr Landsberg said.
The AUSSIES, the 9-day national surf lifesaving competition, attracted more than 15,000 visitors to the region and was estimated to have contributed $25 million to the Queensland economy with $20.7 million injected directly into the Sunshine Coast.
The Queensland Garden Expo, just rebranded as the Queensland Garden Show attracted 40,000 attendees with 65 per cent from outside the region. The economic impact was approximately $9.6 million in 2023. In 2024, the event celebrated its 40th anniversary with an extended four-day event and the economic impact grew past $10 million.
The Sunshine Coast Marathon delivered more than $6 million into the local economy in 2023. This has recently been eclipsed by the record-breaking entry numbers in 2024 where the event injected nearly $9 million to the local economy. This was an impressive increase of almost $3 million compared to 2023, driven by an additional 4,000 competitors, bringing the total participant attendance to more than 12,000.
Council’s sponsorship also helped secure the return of The Big Pineapple Festival which attracted almost 15,000 music lovers to Woombye and is one of the only outdoor music festivals to go head in Australia in 2024.
The Curated Plate – our culinary showpiece brought to life through our collaboration with the Food and Agribusiness Network – has deservedly been named Best Small Regional Event at the Australian Event Awards.
With expressions of interest now open for 2025, event operators, tourism operators, chefs and venue managers are invited to submit event concepts to showcase locally produced food and beverages through The Curated Plate’s 2025 program.
Council also secured the first major international warm up event for the Brisbane 2032 Olympic and Paralympic games, with Sunshine Coast named as host of the UCI Para Cycling Road World Championships in 2028.
2023-24 Major Events Sponsorship Program
- 72 major events hosted and supported by Council
- $112.6m economic impact with a 1:36 return on investment
- 178,000+ event visitors welcomed to the Sunshine Coast
- Supported 1,250 full-time equivalent jobs
- Gained 52 new local suppliers on industry directory platform EventsConnect