Helping to make this a reality is Sunshine Coast Council's Major Events Sponsorship Program, which once again has proven its value, delivering an estimated $106 million in direct economic impact.
The action-packed calendar of Council-sponsored events helped support more than 1,100 full-time equivalent jobs across the events and tourism sectors throughout the region in 2024-25.
A number of events achieved sell-out status, reflecting strong community and visitor enthusiasm for high-calibre athletes, performers, and competition.
The latest snapshot was presented by the Sunshine Coast Events Board. Collectively, the eleven-member advisory group provides strategic leadership and advice in support of Council's Major Events Strategy, which guides sponsorship of major events until 2028.
A total of 57 sponsored major events were hosted through the 2024-25 financial year program, including six 'signature events', 49 events considered 'economic drivers' and two 'emerging events'.
Together they, reinforced the Sunshine Coast's reputation as one of Australia's leading regional destinations for major events.
Sunshine Coast Biosphere on show
Sunshine Coast Mayor Rosanna Natoli said the program's success went well beyond economic impact.
"Major events bring our community and visitors together to celebrate shared passions, our natural assets and unique experiences.
"They help to showcase our stunning region as a destination to visit all year round, and create lasting memories for everyone," Mayor Natoli said.
"From the Mooloolaba Triathlon or the Queensland Garden Show to the Big Pineapple Festival, these events help build our identity as a destination and create community pride, while supporting local jobs and businesses.
High-quality events the key
Sunshine Coast Events Board Chair John Williams said the results reflected the strength of the region's partnerships and the growing interest in hosting events on the Sunshine Coast in the lead up to the Brisbane 2032 Olympic and Paralympic Games.
"This year's outcomes demonstrate the effectiveness of our approach in securing long term partnerships with well-established events, investing in the potential of emerging events and the increasing interest in hosting events on the Sunshine Coast," Mr Williams said.
"The calibre of applications continues to rise, and our framework ensures we support events that align with our long-term vision of ensuring the Sunshine Coast is considered to be Australia's premier regional event destination."
The Events Board Annual Report 2024-25 highlights
- Hosting the World Medical Football Championships, attracting over 1,000 delegates and athletes from 18 nations with the Medtildas clinching the Women's Cup in a historic 2-0 victory over Canada.
- The growth of The Rangebow Festival and The Australian Wearable Art Festival as 'emerging events', helping to secure the return of the Big Pineapple Festival in 2024 which sold out, all of which enrich our cultural calendar.
- Securing multi-year contracts for high-impact events IRONMAN 70.3 Sunshine Coast and the Queensland Garden Show and and securing the first international para event ahead of the 2032 Paralympic Games - the UCI Para-Cycling Road World Championships in 2028.
