VISIT Sunshine Coast (VSC) plays a key role in supporting the region’s tourism industry, working with local businesses to drive growth and long-term success.
As the official tourism organisation for the Sunshine Coast, Noosa and Gympie local government areas, VSC is a member-based organisation made up of close to 500 tourism businesses.
VSC CEO Matt Stoeckel said it’s those businesses, from hinterland stays to tour operators, attractions and hospitality venues, that bring the destination to life.
“Visit Sunshine Coast exists to represent and support our industry,” Mr Stoeckel said.
“Our members are at the heart of everything we do, and our role is to help them grow, connect and succeed in what is a really competitive market.”
From a consumer perspective, VSC’s marketing campaigns are focused on attracting visitors from outside the region.
At the same time, the organisation works closely with local operators through travel distribution, industry development and partnerships, supporting them to grow and thrive.
“That might be helping a business become bookable through the right channels, building their capability through training, or simply creating opportunities for operators to connect and learn from each other,” Mr Stoeckel said.
“We talk a lot about ‘Team Sunshine Coast’. When we work together as a united destination, we are far more powerful than when we operate individually,” Mr Stoeckel said.
In 2024, visitors spent almost $5 billion across the Sunshine Coast, supporting more than 29,000 jobs.
For businesses in Maleny and the Glass House Mountains, that visitor economy plays an important role, and it’s where VSC’s support is often felt most.
“We know a lot of our operators up here are small, locally run businesses,” Mr Stoeckel said.
“They’re passionate about what they do, but they don’t always have the time or resources to be thinking about how they reach new markets or grow their distribution.”
Through membership, VSC helps connect those businesses to domestic and international markets, while also working alongside them to strengthen their experiences and stay competitive.
“A big part of what we do is making sure our operators are visible and bookable in the right places,” Mr Stoeckel said.
“At the same time, we’re helping them build really strong experiences, because that’s what keeps people coming back to regions like this.”
That support extends beyond individual businesses, with VSC also advocating for the industry and helping shape the future of tourism across the region.
“We’re always thinking about the long game,” Mr Stoeckel said.
“It’s about making sure tourism continues to work for communities like Maleny, not just now, but into the future.
“We’re here to ensure our industry remains strong and sustainable.
“When our members succeed, the benefits flow right across the community.”
Earlier this year, that local focus was reflected through VSC’s Sunny Staycation campaign, which invited Sunshine Coast residents to experience their own backyard in a different way.
“We really saw that as our industry’s way of giving back to the community,” Mr Stoeckel said.
“A lot of our operators got behind it because they genuinely wanted locals to experience what they do, not as visitors, but as part of the community.”
For more information about Visit Sunshine Coast membership, visit corporate.visitsunshinecoast.com/membership.