Who are we?

Visit Sunshine Coast (VSC), is a not-for-profit, membership based, destination marketing organisation. Formerly known as Sunshine Coast Destination Ltd (SCDL) since its inception in 2010, the organisation changed its trading name to Visit Sunshine Coast on 1 December 2015.

VSC’s role is to lead the management and development of tourism on the Sunshine Coast.  As the Regional Tourism Organisation (RTO), VSC is responsible for a geographical area that encompasses the Glass House Mountains in the south, to Rainbow Beach in the north and Hinterland and Mary Valley to the west and includes three council regions - Sunshine Coast, Noosa and Gympie.

Our vision

The Sunshine Coast tourism region will be globally recognised as Australia’s premier revitalising destination where the blend of experiences showcases the region’s diversity.

Key result areas

• Destination Promotion
• Unforgettable Experiences
• Sustainable Tourism Industry
• Organisation Effectiveness

More information

Each year, Sunshine Coast Council collects a tourism levy from commercial ratepayers. A percentage of this levy is given to VSC to sustain 26,500 direct and indirect jobs on the Sunshine Coast and to support destination marketing, attracting business events and the operation of Visitor Information Centres. 

In addition to the tourism levy, VSC raises funds through membership fees, direct industry contributions and cooperative marketing programs. As the RTO, VSC also receives state funding via the five year Partnership Agreement with Tourism and Events Queensland (TEQ). This funding is dedicated for destination and business event marketing.

VSC represents over 600 members from various industry sectors including accommodation, tours and transport, attractions, arts and galleries, events, restaurants, retail, health and wellbeing.

Our industry partnerships leverage activity to deliver a whole-of-region program for our tourism industry and include, but are not limited to Tourism Australia, TEQ and Sunshine Coast Council.