Strategy to include stargazing, agritourism and drive tourism boost
By Sonia Isaacs
The Sunshine Coast is set to reap major economic and environmental benefits under Queensland’s ambitious new 20-year tourism blueprint, with the region earmarked as a frontrunner in driving growth across eco-tourism, events, agritourism, and emerging markets such as astro-tourism.
Unveiling Destination 2045: Delivering Queensland’s Tourism Future at a Sunshine Coast press launch last week, Tourism and Environment Minister Andrew Powell said the Coast was “primed to lead the charge” in transforming Queensland into a global leader in sustainable tourism and regional experiences.
“As a proud local and the Member for Glass House, I know first-hand the incredible tourism experiences we have to offer the world — from Mooloolaba to Maleny,” Mr Powell said.
“We want to grow eco-tourism, with 45 new products by 2045, and we want this region, as much as the rest of the state, to be the events capital of the nation.”
The 20-year strategy aims to double the state’s visitor spend to $84 billion and increase direct tourism jobs by 25 per cent. For the Sunshine Coast, this will mean targeted investment in air, rail and road connectivity, an expanded agritourism sector, and a push to unlock high-value niche offerings such as dark sky and drive tourism.
“Dark sky tourism, astro-tourism, is a growing niche market that people will pay big dollars to see,” Mr Powell said. “This isn’t about locking up development — this is about capitalising on our beautiful night skies, and we see huge opportunities there.”
With its scenic hinterland and proximity to the international airport, the Sunshine Coast is being considered for dark sky accreditation — a move that would both protect natural assets and attract eco-minded travellers to the region. Agritourism is also a central pillar of the strategy, and Mr Powell said the Coast is uniquely placed to lead in this space.
“We want to grow agri-tourism, and nowhere’s better than the Sunshine Coast for that,” he said. “This is the confidence we need to give through Destination 2045. We want our tourism operators to go for it. We want them to create opportunities for locals to have jobs. We want to invest in the economy here on the Sunshine Coast and right across Queensland.”
Visit Sunshine Coast CEO Matt Stoeckel welcomed the roadmap, noting it aligns well with the region’s values and strengths.
“The Sunshine Coast tourism industry had a lot of input into Destination 2045,” he said. “On the Sunshine Coast, the environment and tourism just go hand in hand together — just like Minister Powell’s portfolio. And so the plan unlocks really amazing opportunities to grow eco-tourism here.”
Mr Stoeckel said the region already punches above its weight in food tourism, with the Sunshine Coast recognised as “Queensland’s Sunshine Pantry” and home to more than 900 producers.
With a visitor economy valued at $5 billion, the Sunshine Coast is well-positioned to help drive Queensland’s goals for sustainable, diversified tourism growth.
sonia@gcnews.com.au