The Future of Events on the Sunshine Coast: Trends, Challenges, and Opportunities

Discover how the Sunshine Coast can grow its events industry through sustainability, cultural experiences, business events, and destination storytelling.

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Australian Wearable Art Festival 2025

Sunshine Coast Events Industry at a Crossroads

The Sunshine Coast is home to one of Australia’s most vibrant tourism and lifestyle economies, and the events sector is central to its growth. While (almost) all of us are getting excited about the looming Olympics and Paralympics, recent research by the Sunshine Coast Events Industry Association (SCEIA), supported by Sunshine Coast Council, has revealed valuable insights for the here and now into the region’s event industry trends, challenges, and opportunities.

While rising costs, regulatory hurdles, and workforce shortages continue to impact event organisers, the outlook is bright. The Australian events industry is expected to expand strongly over the next decade, with conferences, conventions, exhibitions, and sporting events leading the charge. For the Sunshine Coast, this presents both a challenge and a golden opportunity.

Key Event Trends Shaping the Future

The research highlighted five key trends shaping the Sunshine Coast events sector:

1. Destination appeal is everything - Eventgoers are choosing destinations as much as they are choosing events. Iconic, natural, and cultural venues are in high demand.

2. Unique, localised experiences matter - From immersive art exhibitions to wild feasting and wellness festivals, people want authentic connections with local culture.

3. Sustainability is non-negotiable - Green credentials and eco-friendly practices are now an expectation for both venues and promoters.

4. Cultural events are booming - First Nations storytelling, live theatre in non-traditional venues, and cultural trails are increasingly popular.

5. Sport remains king - Major sporting events continue to dominate globally, while mass-participation events like marathons and triathlons are thriving locally.

Overlaying all of this is the growing role of artificial intelligence (AI) and hybrid event technology. These tools are reshaping how events are planned, marketed, and experienced.

Challenges Facing the Sunshine Coast Events Industry

Despite the growth outlook, Sunshine Coast event organisers face several pressing challenges:

• Rising costs: Operating costs are up 30–40% since 2019, with insurance and compliance fees a major burden.

• Late ticket sales: Attendees are delaying purchases, making cash flow unpredictable.

• Venue limitations: A lack of multipurpose venues and restrictive planning rules limit event opportunities.

• Skilled workforce shortages: COVID-19 drained the industry of staff, and training pathways are limited.

• Regulatory barriers: Increased compliance requirements often stifle creativity and innovation.

Opportunities for Sunshine Coast Events

The good news is that the Sunshine Coast has several natural advantages and emerging opportunities to strengthen its event tourism sector:

Destination Marketing and Storytelling

By positioning itself as a region of unique venues and authentic experiences, the Sunshine Coast can attract conferences, cultural events, and destination weddings. Storytelling that links events to local culture and natural beauty will enhance the region’s global reputation.

Sustainability as a Competitive Edge

With sustainability now a decision-making factor for event goers, the Sunshine Coast can lead by:

• Developing local accreditation systems for eco-friendly venues.

• Partnering events with community sustainability initiatives.

• Promoting the region’s green credentials in marketing campaigns.

Culturally Immersive Experiences

Diwali Festival of Lights

From First Nations cultural storytelling to village hall music trails, there are endless ways to integrate cultural tourism and events. Leveraging state initiatives such as the Grow Cultural Tourism Fund could unlock new opportunities.

Expanding Business Events

The Meetings, Incentives, Conventions and Exhibitions (MICE) sector is booming, with 81% of professionals planning more events in 2025 (Cvent, 2025). While the Sunshine Coast lacks a large convention centre, it excels in hosting smaller-scale executive retreats and incentive experiences that blend business with local attractions.

Blackall 100

Sporting Events and Fan Experiences

Sport continues to drive event tourism. Opportunities include:

• Expanding marathon and triathlon festivals.

• Partnering with emerging sports and multi-sport promoters.

• Creating immersive fan experiences with local businesses and entertainment.

Embracing Event Technology and AI

Tech-savvy venues with hybrid capabilities, high-speed connectivity, and immersive AV will be in demand. AI offers potential for personalisation, improved marketing, and enhanced attendee engagement.

What Needs to Change for Growth

For the Sunshine Coast to achieve its full potential as an event destination, the following shifts are needed:

• Planning flexibility – Local permitting laws should allow for greater use of beaches, botanic gardens, and other unique spaces.

• Collaboration across sectors – Event promoters, councils, and community groups must share resources to create bigger, better experiences.

• Workforce investment – Career pathways, training, and professional development are essential to attract and retain talent.

• Infrastructure planning – Focus should be on multi-purpose precincts rather than single-use venues.

Why the Sunshine Coast Can Win

The Sunshine Coast is blessed with natural beauty, strong cultural identity, and a supportive community ecosystem. These factors, combined with global event trends, give the region a chance to stand out as a leader in sustainable, immersive, and culturally engaging events.

The Curated Plate

The key will be to balance innovation with practicality: keeping costs under control, investing in talent, and building the venues and infrastructure that tomorrow’s events will demand.

With collaboration, forward planning, and destination storytelling, the Sunshine Coast can position itself not just as a place that hosts events, but as a region where extraordinary event experiences come alive.

(This short article is drawn from a research project undertaken by SCEIA and supported by the Sunshine Coast Council - full reports from the project can be accessed from the Members Portal at SCEIA.com.au)