The World is Coming – let’s roll out the welcome mat
  • Wednesday 03 February 2016
Ironman triathlon

A new campaign promoting the Sunshine Coast as the major events capital of regional Australia, was today unveiled by Sunshine Coast Council and Visit Sunshine Coast.

“The World is Coming…” promotional campaign, will showcase the massive portfolio of events coming to the Sunshine Coast in 2016.

Mayor Mark Jamieson said the Sunshine Coast would host 60 major sporting, music and lifestyle events this year, estimated to contribute about $100 million to the region’s economy -  almost double last year’s figures.

“This will be how we mark an Olympic year, with the Sunshine Coast set to host the largest ever portfolio of events held in the region,” Mayor Jamieson said.

Over the next 12 months, Sunshine Coast Council and Visit Sunshine Coast will be meeting, greeting and rolling out the welcome mat to more than 150,000 participants and their supporters from over 40 countries.”

“As Sunshine Coast residents, we are accustomed to welcoming guests who all want to visit our beautiful part of the world.

“And chances are they’ll also be exploring all the Sunshine Coast has to offer during their stay. That’s worth tens of millions of dollars to our local economy.

“As hosts, we want to make our visitors’ stay as enjoyable as possible so they return, and we want to have some fun ourselves.

“So we are encouraging our community to join us in rolling out the welcome mat - by saying a friendly hello and lending a helping hand to our visitors. It’s also a great opportunity for our residents to practice saying welcome in a different language.

“We want to ensure the celebrations are enjoyed by everyone and our residents and the community will be kept up to date on what is happening and when and how they can be involved.

“We will also be encouraging local businesses to make the most of the opportunities that these events bring, by utilising Sunshine Coast Council’s Events+ program.”


Mayor Jamieson said staging internationally recognised events in 2016 would generate significant outcomes for the region and further grow the reputation of the Sunshine Coast as a premier major events destination.

“Playing host to major events is an important way to build a region’s national and international reputation and successful events are strong motivators that encourage participants and guests to return for holidays or business.

“Improved community infrastructure and sporting facilities developed to support our major events are also a valuable and enduring social and economic legacy for our region.

“Staging major events supports the growth and development of many industries including local tourism, sport, professional services, training and their allied services.”

Visit Sunshine Coast CEO Simon Ambrose said the “World is Coming” campaign celebrates the range and diversity of events coming to our region.

“Visit Sunshine Coast will amplify the exciting global events portfolio our region provides, with a new marketing campaign under the banner “The World is Coming to the Sunshine Coast”,” Mr Ambrose said.

“The new international standard events the region will host are in addition to an already impressive events calendar and will position the Sunshine Coast on the world stage.

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

“The campaign will complement the series of billboards that we have installed at Brisbane Airport and in the Queen Street Mall promoting Sunshine Coast events.”

The next phase, run over the next six months, targets Brisbane and the surrounding drive market and will include television commercials, bus backs, public relations as well as digital and social media advertising. 

“Events are important drivers of tourism. 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.”

For more information on the World is Coming campaign and to download the event calendar visit    

Major Events

  • 11 to 13 March:                   Mooloolaba Triathlon Festival (est. 11,300 guests)
  • 16 to 24 April:                     Australian Surf Life Saving Championships (est. 22,000 guests)
  • 5 to 15 May:                        Va’a World Outrigger Sprint Championships (est. 5000 guests)
  • 8-10 July:                            Queensland Garden Expo (est. 18,000 guests)
  • 4 September:                      Ironman 70.3 World Championships (est. 9600 guests)
  • 8 to 15 October:                  Australasian Police and Emergency Services Games (est. 7400 guests)
  • 30 September to 3 October: Caloundra Music Festival (est. 16,000 guests)
  • Through-out year:                10 Cruise ship visits: (est. 6000 guests)

Sunshine Coast Tourism Fast Facts

  • The Tourism, Sport and Leisure industry is a key employer and generator of economic activity on the Sunshine Coast.
  • More than 8.5 million visitors from Australia and abroad travel to the Sunshine Coast each year.
  • 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.