VSC boosts international expertise

Visit Sunshine Coast boosts international expertise.


Visit Sunshine Coast (VSC) has appointed destination marketing expert, Samantha Dalla, as the group’s new International Marketing Specialist. 

Samantha will be based on the Sunshine Coast and join the international team led by Rachel Meyer, Director of International Marketing (based in Singapore) and Stephanie Siebert (European based) trade representative. Her role will increase the Sunshine Coast’s international travel business whilst supporting local tourism operators to be internationally ready.

Samantha has most recently worked as an account manager with Gate 7 Pty Ltd managing tourism clients such as Visit California and PROMPERU within the Australian and New Zealand markets. She has also worked as a relationship manager for travel wholesaler, Chimu Adventures.

“We are very excited to bring Samantha on board. She is an accomplished destination marketer with experience in digital, PR/media and the travel trade sector. Samantha will bring a fresh approach and insights from one of Queensland’s highest yielding growth markets – North America," said Simon Latchford, CEO of Visit Sunshine Coast.

“The Sunshine Coast has gone from strength to strength in recent years gradually moving our focus to think more globally to drive international visitation, but it is really just the tip of the iceberg in terms of potential for the Sunshine Coast region. You can’t buy what you don’t know, and it is our job to educate trade and consumers about where we are, what we offer and why they should visit.

“Further to this and as part of VSC’s international strategy, Samantha will work closely with the rest of the team and Sunshine Coast Airport to promote new international aviation services flying directly into MCY, with the new runway and redevelopment to be completed by 2020.

With Samantha’s impressive tourism marketing experience, I have no doubt she will prove to be a powerful and important asset for team Sunshine Coast,” he added.

Samantha Dalla said, “I’m thrilled to be joining the Visit Sunshine Coast team, especially at such a momentous time in the region’s international tourism development. Global tourism has experienced steady growth over the past five years, with Australia seeing a strong rise in inbound tourist numbers. International visitor numbers are projected to continue rising, presenting the Sunshine Coast with a prime opportunity to really capture key international markets.

“The Sunshine Coast has so much to offer visitors – from its beachside culture to its enchanting hinterland, its bustling markets and innovative food – the region boasts authenticity and diversity, which are destination qualities the international traveller is seeking more and more.

“I look forward to working with the team at VSC, our stakeholders, and the Sunshine Coast community in driving the region’s international destination awareness and visitation to new heights.”

The Sunshine Coast attracted 296,000 international arrivals to the year ending June 2017, up 11.6% and contributing $249 million in visitor expenditure to the economy.

Samantha will start with the Regional Tourism Organisation on 18 December 2017. She replaces Azra Hadzic who has taken up an appointment with Tourism and Events Queensland. 

Visit Sunshine Coast Top 5 Primary Markets:

  • New Zealand
  • United Kingdom
  • Europe (German speaking)
  • North America
  • Singapore