New campaign to supercharge international tourism
  • Wednesday 27 January 2016
Pumicestone Passage paddleboarders

Visit Sunshine Coast believes that Tourism Australia’s new campaign focusing on the country’s aquatic and coastal attractions will provide even greater stimulus for the Sunshine Coast’s international marketing efforts.

The new $40 million campaign – which is part of Tourism Australia’s global, ‘There’s Nothing like Australia’ campaign – was officially unveiled in New York on Australia Day eve by Australia’s Minister for Foreign Affairs, Julie Bishop. 

The high-tech visuals in the campaign are complemented by a voiceover from Australian TV and film star, Chris Hemsworth, who is Tourism Australia’s new global ambassador.

Visit Sunshine Coast CEO, Simon Ambrose, said that the region’s beaches and water activities were "natural attractions" for overseas visitors.

“The new Tourism Australia campaign features water activities such as kayaking, beach driving, sailing and walking along coastal paths – and we offer all of this, plus a lot more, in the one destination,” Mr Ambrose said.

“It is significant that the launch is taking place in New York, because we believe the American market has enormous potential to grow over the next five years. 

“The rise in the US dollar, combined with the success of Sunshine Coast tourism icon, Bindi Irwin, in the US version of Dancing with the Stars, has created perfect conditions for growing the market. 

"In the latest International Visitor Statistic figures by Tourism Research Australia, the American market to the Sunshine Coast recorded 20.9% growth, and we believe that with the support of campaigns like Tourism Australia’s we can increase it further.

“Already international travellers are coming to the Sunshine Coast specifically to take part in activities such as swimming with humpback whales, which Sunreef has been operating out of Mooloolaba for the past two years. In addition, visitors can encounter dolphins up and down the coast, as well as interacting with them at Tin Can Bay.

“We utilise our aquatic and coastal resources to the maximum – from our ‘waterfall way’ circuit in the Hinterland to horse riding and diving along the coast at Rainbow Beach. Our partnership with Fraser Coast Opportunities in launching Australia’s Nature Coast was aimed specifically at the international market to make it easier for visitors to enjoy one of the most spectacular coastlines in Australia.

“Equally important is the exceptional seafood the region is famed for, whether it be eating fresh Mooloolaba prawns at a beachside restaurant or going on a fishing charter.

“The attraction of the region’s water activities will be amplified by Visit Sunshine Coast as we will hold a series of water related instameets (aquameets) across the region on 10 March with high profile Instagrammers. This activity will create compelling content and compliment Tourism Australia’s campaign. It is aimed at attracting nature-loving travellers who want to experience our water life first-hand.

“With Qantas having reintroduced direct daily services to the Sunshine Coast through Sydney, joining Virgin, Jetstar and Air New Zealand, we are in a perfect position to welcome the world to the region.”

Details of the new campaign are available at: