When southern Aussies start donning puffer jackets and heating their kettles, the Sunshine Coast has come out swinging—sunhat in one hand, surfboard in the other. To woo winter-weary travellers, Visit Sunshine Coast partnered with global travel giant Expedia Group to roll out an enticing new Sunshine Moments campaign.

The initiative, which runs until 30 June 2025, targets key feeder markets in New South Wales, Victoria, and Queensland. It aims to lure Australians from colder climes with the promise of warmth, wonder, and wicked good deals. And who can resist that, honestly?

The campaign is being showcased across Expedia Australia and Wotif Australia. It has a dedicated landing page brimming with discounted Sunshine Coast accommodation, scenic experiences, and coastal adventures—all designed to encourage travellers to find their “sunshine moment.”

With a splash of digital flair, the campaign incorporates vibrant website banners, native ad placements, and cheerful imagery, all driving home the idea that the Sunshine Coast is Australia’s antidote to the mid-year slump.

More Seats, More Sunshine

Timing is everything, and this campaign couldn’t be sunnier. Last week, Jetstar announced an extra 49,000 seats annually between Sydney and Melbourne and the Sunshine Coast—an impressive capacity bump that’ll give this campaign even more lift.

“There’s no such thing as a southern winter on the Sunshine Coast,” said Emily Zinowki, Visit Sunshine Coast’s Trade & International Manager, with a smile in her voice. “With the special deals we’re offering through Expedia, it’s never been a better time to book a winter escape.”

Whale Songs and Gourmet Plates

And it’s not just about the weather, although a reliable 22 degrees in July certainly helps. The Sunshine Coast hits all the right notes with seasonal experiences timed to perfection.

June marks the arrival of whale season, with Mooloolaba transforming into a front-row seat on the ‘Humpback Highway’. For the adventurous, the region even offers “swimming with whales”—a pioneering marine adventure that gets you eye-to-eye with these gentle giants. Not bad for a winter activity.

And when you’re done swimming with cetaceans, the Sunshine Coast invites you to dig in—literally. The much-anticipated Curated Plate food festival in late July and early August showcases the region’s finest culinary minds, local produce, and creative flair. For food lovers, it’s a multi-course dream served with a view of the hinterland.

A Sunshine Strategy That Delivers

The partnership isn’t just about pretty pictures and poetic taglines. It’s a well-timed strategy designed to capitalise on increased flight capacity, reinvigorate off-peak travel, and keep tourism dollars flowing through local businesses.

Zinowki added, “The expansion of airline capacity from Australia’s major ports—and from New Zealand as well—puts us in a strong position to attract visitors looking for a genuine break from winter. This campaign delivers that on every level.”

Indeed, the Sunshine Coast is playing to its strengths—climate, coastline, cuisine—and thanks to Expedia’s marketing muscle, it’s doing so with a confident, sun-kissed flair.

Now’s the time to book for those dreaming of trading grey skies for golden sands because in the Sunshine Coast, every winter’s day still ends in a sunset—and with a bit of luck, a cocktail in hand.

By Sandra Jones

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