International and domestic trade marketing

International visitation is a major tourism market currently contributing 9% of all visitation to the Sunshine Coast. Welcome to the Visit Sunshine Coast trade events and trade toolkit. 

To ensure the international markets are sustained and new markets are identified and developed, Visit Sunshine Coast (VSC) works in partnership with Tourism and Events Queensland (TEQ) and industry partners to implement an International Strategy. The purpose of this strategy is to attract overseas visitors, drive regional dispersal and define priorities and activities for the region.

The Sunshine Coast's primary international markets are New Zealand, UK, Europe and the USA. From the Asian markets, the Sunshine Coast has identified Singapore and China as key emerging markets.

VSC participates in cooperative campaigns and promotions with partners including airlines, tour operators, wholesalers and inbound tour operators, with a primary focus on leveraging Tourism Australia (TA) and TEQ brand activity in shared markets.

The award-winning Australia’s Nature Coast joint marketing partnership between the neighbouring regions of Sunshine Coast and Fraser Coast, formed to jointly promote the combined regions as one united world-class eco-tourism destination, has proved to be a powerful marketing platform in key source markets of Europe and the UK.

To assist international buyers to experience and sell the Sunshine Coast, VSC produces the annual International Product Manual, conducts regular sales calls, trade missions, workshops and familiarisation visits for trade and media partners. As part of this effort, VSC exhibits annually at various Trade Events such as Australia’s premier travel trade show, Australian Tourism Exchange.

VSC also works in partnership with TEQ and the Australian Tourism Export Council (ATEC) to provide International Ready workshops and information sessions for industry. This plays a pivotal role in ensuring the Sunshine Coast tourism industry is provided with opportunities to gain the education and skills required to successfully target international markets.

For more information about VSC international and domestic trade marketing activity, please contact

Getting Ready for International Visitors

To prepare your business in the international market and achieve a successful level of international sales, Visit Sunshine Coast recommends you closely review The Tourism Export Toolkit prepared by Tourism Australia as a first step.

For further assistance and information, please contact: