Master Stroke Sees Sunshine Coast Host Inaugural Art of Attraction Summit

26 Sep 2019

The Sunshine Coast will host the inaugural The Art of Attraction tourism summit – an Australian first for towns and regions looking to take advantage of two fast-growing areas: art tourism and mature-age tourism.

Under the theme of Driving Change, the summit will be held on Wednesday 6 November, concluding with a networking and Awards evening that will see the winners of the Australian Street Art Awards and Grey Nomad Awards crowned.

Event organiser, Liz Rivers, said the summit is the first all-inclusive opportunity for tourism and event professionals to connect with and learn from tourism leaders at the very forefront of what it takes to use public art to attract more visitors. In addition, delegates will learn what motivates mature-age visitors and how to meet their expectations.

Mature-age couple admiring a Caloundra mural by Steven Bordonaro and Cassie Munson, local Sunshine Coast artists.
Mature-age couple admiring a Caloundra mural by Steven Bordonaro and Cassie Munson, local Sunshine Coast artists.

“One of our main objectives in running the Summit and associated Awards is to arm towns and tourism operators across the country with the tools and knowledge to encourage Australians to see Australia first,” she said.

Visit Sunshine Coast CEO, Simon Latchford, said VSC was proud to be a funding partner of the inaugural Art of Attraction tourism summit and: “We are looking forward to hosting these events because they are bringing together two key growth areas in 21st century tourism.

“There are many mature-age visitors who are cashed up and time rich, with a thirst to find out about Australia as much as international destinations. We have also witnessed huge growth in street art over the past decade and, as seen with the opening of the country’s first street art themed hotel soon, it’s now a booming tourism drawcard,” he said.

Division 2 Cr Tim Dwyer said it was a master stroke that this inaugural event will be hosted on the Sunshine Coast. 

“The Sunshine Coast is emerging as a dynamic creative hub and a place that celebrates, supports and nurtures creative and cultural activities.

“Public art contributes to the building of place and regional identity, helps to develop the local arts and cultural sector and contributes to community belonging and wellbeing. Gaining further understanding around what motivates visitors in regards to exploring and experiencing public art will help shape future projects through our Sunshine Coast Arts Plan 2019-2038,” Cr Dwyer said.