Sunshine Coast launches new tourism campaign, ‘Sunshine Sickie’

ABC NEWS (Australia)

A Queensland tourism body is encouraging people to take a sick day as part of a bold new tourism campaign. Using its 'take a Sunshine Sickie' slogan, Visit Sunshine Coast is encouraging interstate workers to opt for a seaside escape.

Transcript

00:00Firstly, a huge hello from the Sunshine Coast.

00:06What we're saying is for Australians not to fake a sickie, but to take a real holiday

00:11instead.

00:12The Sunshine Sickie is a really catchy name that highlights the serious message around

00:16burnout and the fact that Australians are taking less holidays, they're feeling more

00:21burnt out, and I'm sure you'd agree we all could do it with the book ring.

00:25Yeah, so you're tapping into that burnout.

00:27So you're talking about a shorter break, perhaps more often, or a shorter break as opposed

00:31to no break at all.

00:32Is that the remedy?

00:35It's a 7 out of 10 Aussies actually chucked a sickie last year.

00:40The reasons I might surprise you, you'd think it'd be to go surfing or to nurse a hangover,

00:45but in fact the majority did it just to deal with burnout.

00:49So what we're saying is take a real holiday, take a break, and come to the Sunshine Coast.

00:54And this is part of a bigger campaign, these Sunshine Moments.

00:58What have tourism numbers been like?

01:00And when we take into account those big disruptions, I mean COVID, but also more recently Cyclone

01:06Alfred?

01:07The tourism industry here has had a slower start to the year than what we would have liked,

01:12but now things are picking up and with Sunshine Moments we've got a great offer saying for

01:17people to come here and discover their sunshine moment.

01:20Are you seeing shifts in who is visiting, where they're coming from, and also how long they're

01:27staying there?

01:28We're a really popular destination for both the Queensland market, but also for those coming

01:33south of the border from New South Wales and Victoria.

01:36But what's really exciting to us is we're now connected directly to New Zealand and we're seeing

01:41more and more Kiwis coming to holiday here on the Sunny Coast.

01:44And what about the dollars, I mean are people spending more or are they spending less when

01:49they visit?

01:50On the Sunshine Coast the tourism industry is a big deal.

01:54Tourists spend more than $5 billion every year in our economy and it supports one in

01:59ten jobs.

02:00So people are coming, they are spending and we're hoping our campaign will see us bring

02:05more visitors in for the rest of the year.

02:08So with these short breaks, I mean whether people do chuck a Sikki or they do take some

02:12legitimate annual leave days from work, what are the particular holiday experiences that

02:17you're promoting as part of these short stays?

02:20As part of the Sunshine Sikki we're offering a wonderful wellness experience for people to

02:25come here and have a holiday on us.

02:27That's really a call out to give ten lucky Aussies to come to the Sunshine Coast and come back

02:33back in wellness office.

02:35We're talking walks along the beach, discovering our rainforest areas, long lunches, bush tucker

02:42cruises, we've got it all Gemma.

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