Australia’s Visit Sunshine Coast (VSC) is setting foot in Asia with the establishment of an office in Singapore, from where the new director of international marketing will be based to shore up awareness of the coastal region located one hour north of Brisbane in Queensland.
Rachel Meyer, currently VSC’s trade and international manager, will take up the newly created position to coordinate international marketing efforts with particular emphasis on Asia – Australia’s fastest-growing source of inbound business.
Speaking to TTG Asia, Meyer said: “Traditionally, Sunshine Coast has focused efforts on key western markets of New Zealand, the UK, Europe and North America. (But) with a large growing population of experienced travellers in Asia looking for more experiential products, we thought this makes an ideal time to grow our presence here.”
Said CEO of VSC, Simon Latchford: “With the expansion of Sunshine Coast Airport confirmed and the interest shown by international airlines in the region, it is important that we raise the profile of the Sunshine Coast in Asia’s key markets.”
Meyer will relocate to Singapore to fill the newly created role
According to Meyer, the number of Asian travellers to the Sunshine Coast grew 24 per cent year-on-year from January to September last year, with most travellers hailing from Singapore, Malaysia and Hong Kong.
Through the new Singapore office, Meyer said VSC will undertake market research and conduct feasibility studies to identify new market opportunities for the Sunshine Coast, and will also work at cultivating key trade relations and increased collaborations with market experts.
VSC’s drive in Asia kicked off last week with a sales mission to Singapore, which saw the participation of over 40 product planners and senior frontline travel agents as well as key tourism and airline representatives from Singapore and Malaysia.