The Sunshine Coast is fast becoming a preferred destination for business events with numbers rising 27% in the 12 month period to June 2005, compared to the preceding 12 months, according to the most recent Business Event Survey findings from Queensland Treasury.   

The Sunshine Coast Convention Bureau (SCCB), the business events division of Tourism Sunshine Coast (TSC), reports that  local operators have been gearing up to service this lucrative market, with a number of new conference venues across the Sunshine Coast opening their doors over the past 12 months.

“We have seen business events continue to grow in importance for our region,” said SCCB, Conference and Incentive Manager, Anne-Marie Coulton.  “The local industry has been responding, with an increasing number of venues catering specifically for the needs of this market.”

The newly opened Ramada Pelican Waters is just one of five new meeting and conference facilities to open in the past year.  The others are the Quest Caloundra (which has already announced further expansion of its meeting facilities), the Sebel Maroochydore, Surfair at Marcoola and the newly opened accommodation at Noosa Springs Resort.

Other conference facilities planned or under construction include the Sofitel Noosa Heads, with a second Ramada venue planned for the Maroochydore CBD.

One of the key drivers of growth in this market is the increase in direct flights from southern capitals into Maroochydore airport, with airline capacity rising from 5,600 seats per week in July 2004 to over 9,000 seats per week in June 2005, an increase of over 60%.

“The number of business events has jumped to 697 meetings for the 12 months to June 2005, which is an increase of more than 27% on the preceding 12 month period. We believe that this growth will continue, with direct flights from Adelaide set to commence on 26 March this year,” Ms Coulton said.

“The Sunshine Coast currently has 17% of the Queensland business events market and we aim to further develop this share over the next few years,” Ms Coulton continued.

The main attraction of the region is the diversity and quality of product combined with the natural beauty of the beaches and mountains.  The region has also achieved a greater degree of sophistication when catering to the conference and incentives market. 

TSC’s General Manager, John Fitzgerald believes that business visitation will continue to increase, as more people experience what the region has to offer.

“Repeat business is a key part of our success as a region, as business visitors tend to return because the Sunshine Coast offers such a great experience. The local industry is now very well placed to service the business travel market.”

“Based on the recent growth in our market share, our region is no longer the best kept secret in the meetings and incentives industry,” Mr Fitzgerald concluded.