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Outgoing Tourism Fiji CEO Snares Top Role at Visit Sunshine Coast

TOURISM FIJI CEO MATT STOECKEL WILL SWAP ONE IDYLLIC DESTINATION FOR ANOTHER AT THE END OF THE YEAR, FOLLOWING HIS APPOINTMENT AS THE NEW CEO OF VISIT SUNSHINE COAST (VSC).

Stoeckel, who announced his resignation from Tourism Fiji just last week, will commence his new role at VSC at the beginning of 2021.

He will take over from Craig Davidson, who has been interim CEO of Visit Sunshine Coast since June 2020, following the resignation of Simon Latchford.

Prior to taking up his role at Tourism Fiji, Stoeckel spent two years with Destination NSW, following several years working for the Swire Group and in tourism consultancy roles with TRC Tourism and Hyder Consulting.

VSC chair David Ryan said Stoeckel was eminently qualified for the role and would build on the region’s tourism successes in recent years.

“Matt brings over a decade of high-level tourism expertise to the Sunshine Coast, including executive management roles with national and state tourism organisations,” Ryan said.

“His experience in developing and refining brand identities for destinations will be critical for the Sunshine Coast as we launch and roll out our new brand for the region over the next year.

“His success in creating a far deeper and more diverse reputation for Fiji’s tourism sector is very relevant to the Sunshine Coast, as we move into a new phase of tourism development on the coast.

“Last year, the Sunshine Coast was Queensland’s fastest-growing regional destination, but with the impact of the pandemic and a totally changed domestic and international market landscape, we will need a fresh, innovative and collaborative approach to build on our pre-eminent position.”

Stoeckel said that while he would be sad to leave Fiji after such a fulfilling time reshaping the country’s tourism marketing, he was looking forward to returning to Australia and beginning a new phase of his career with VSC.

“Fiji is an incredible destination and it has been a privilege to lead the country’s marketing and tourism promotional efforts over the last four years,” he said.

“It has also been a very rewarding destination to work for, with the strategy paying off, with record year-on-year results achieved for visitor arrivals to the country prior to COVID-19.

“What has attracted me to the role with Visit Sunshine Coast is that it is a destination with huge potential.

“With the newly inaugurated upgraded airport, plans for new hotels and attractions, and its well-earned reputation for authentic nature-based experiences, there are massive opportunities for the Sunshine Coast to be a pace-setter in Australian regional tourism.

“I look forward to working closely with all of the region’s tourism operators, and our council, state and federal partners to maximise the potential and benefits of tourism for the local community.”

Ryan thanked Davidson, for his role in guiding VSC through the challenges imposed by COVID-19, saying that the organisation had performed very strongly despite the loss of traditional interstate and international markets.

“Craig has provided tremendous support for Sunshine Coast tourism during his six months with VSC,” Ryan said.

“Not only has the Sunshine Coast been one of the best-performing regions in Queensland, he has been instrumental in building a strong platform for the region’s future tourism prospects as markets progressively reopen.”

Matt Stoeckel will be speaking at the travel industry’s most thought-provoking conference, Travel DAZE 2020, next week. To find out more or to register, click here .

(Source: Travel Weekly article 26th October 2020)

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Visit Sunshine Coast welcomes new CEO

Visit Sunshine Coast (VSC), in Queensland , Australia, has welcomed Matt Stoeckel (pictured) to the role of chief executive officer.

Stoeckel has taken up the position in the New Year after five years as CEO of Fiji’s national tourism office, Tourism Fiji.

“What attracted me to the role with Visit Sunshine Coast is that it is a destination with huge potential,” he said.

“With the newly upgraded airport, plans for new hotels and attractions, and its well-earned reputation for authentic nature-based experiences, there are massive opportunities for the Sunshine Coast to be a pace-setter in Australian tourism.”

VSC’s immediate focus this year would be to continue to provide support for the region’s tourism industry as it navigate through Covid-19, Stoeckel noted. “There is still so much uncertainty on what lies ahead for 2021, and as an industry we need to continue to work together, be flexible and adapt to these changes,” he said.

Stoeckel said the launch of VSC’s new brand – For real – could not have come at a better time, as it both differentiated the region in the marketplace and highlighted the Sunshine Coast’s natural attractions.

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Visit Sunshine Coast CEO bids farewell

 Visit Sunshine Coast (VSC) Chief Executive Officer, Simon Latchford, has announced his resignation after almost four years in the role, during which time the region regained its position as Queensland’s most dynamic tourism destination.

Mr Latchford was appointed CEO of Visit Sunshine Coast in August 2016, after working for over a year as Head of Marketing & Strategic Relationships.

After being appointed as CEO, Mr Latchford was responsible for charting the renaissance of the region’s tourism profile, with the Sunshine Coast achieving record results in the National and International Visitor Surveys for 2019. The Sunshine Coast was also Queensland’s fastest growing region in 2019 in terms of visitor numbers and visitor expenditure.

Chair of Visit Sunshine Coast, David Ryan, said that Simon Latchford had invested massive energy and commitment during his five years at VSC and would now take an extended break with his family before considering his next career move.

“Simon arrived on the Sunshine Coast at a time when the organisation was facing acute pressures, and in the four years he has been at the helm, he has charted a significant new direction for the organisation,” said Mr Ryan.

“He has worked closely to strengthen partnerships with Tourism Australia and Tourism & Events Queensland, as well as local stakeholders including Sunshine Coast Council, Sunshine Coast Airport and the Noosa and Gympie local tourism organisations.

“In 2019, the region attracted record international and domestic visitor numbers, and delivered record expenditure to the Sunshine Coast community. The arrival of Covid-19 has stunted growth, but thanks to Simon’s efforts the region is extremely well-placed to bounce back when restrictions are relaxed.

“On behalf of the Visit Sunshine Coast Board we thank Simon for his contribution and wish him all the best in his future endeavours.”

Mr Ryan said that a national campaign would be launched to seek a suitably qualified industry professional for the role of Chief Executive Officer.

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Home » News » Industry Insider: Simon Latchford, CEO of Visit Sunshine Coast talks ‘Tourism without Borders’

Industry Insider: Simon Latchford, CEO of Visit Sunshine Coast talks ‘Tourism without Borders’

Regional Tourism Organisations can benefit by working across borders to provide itineraries that match travellers’ needs, according to Visit Sunshine Coast CEO Simon Latchford.

With the latest International Visitor Survey figures coming out this week, and having just attended the first-ever Connecting to Asia Forum in Cairns last week, the message to me is clear – regional tourism needs to align its thinking more closely to how travellers actually travel.

We are very fortunate in the Sunshine Coast in that we have our own airport – in fact Australia’s fastest growing airport for eleven months in a row – along with major airports to the south (Brisbane) and north (Hervey Bay). That means there are plenty of ways to get to get to our region.

That fits in conveniently with how a large number of travellers – especially long-haul travellers from Europe – want to explore our area, which is why Visit Sunshine Coast and Fraser Coast Opportunities combined to market themselves in a number of international markets as ‘Australia’s Nature Coast’.

It acknowledges the historical trend that international travellers might want to experience the Glass House Mountains, Noosa, Rainbow Beach, Fraser Island and Hervey Bay during their trip and don’t recognise (or care) that this area is covered by two separate Regional Tourism Organisations and a number of local tourism organisations. They want a one-stop solution and Australia’s Nature Coast provides itineraries that suit their interests.

The two regions combine to present themselves as one of the most spectacular natural destinations in Australia, and this has particularly resonated in markets such as Germany, France, the UK and, increasingly, America, which has been our fastest growing international market over the past year.

Interestingly, the Sunshine Coast itself was founded almost 50 years ago as a result of amalgamating a number of areas that had previously been known as (Brisbane’s) Near North Coast – hardly the sexiest marketing name. Real estate groups (not surprisingly) pushed for a new name and in November 1966, the Landsborough, Maroochy and Noosa councils agreed to the ‘Sunshine Coast’ name and on 1 August, 1967, ‘Sunshine Coast’ was accepted by the Queensland Place Names Board, marking the day the Sunshine Coast formally came into existence.

However, 50 years later many Australians – let alone international travellers – aren’t totally sure where the Sunshine Coast starts and ends. As the Regional Tourism Organisation our area stretches from the Glass House Mountains and Caloundra in the South, through to the Hinterland and Mary Valley in the west, and north to the Gympie region and up to Inskip, where people take the ferry across to Fraser Island.

The idea of Australia’s Nature Coast was to make it easier for travellers to just keep on travelling, not have to go to a new website and possibly get frustrated and look elsewhere.

Together with Fraser Coast Opportunities we are able to market the ‘Great Beach Drive’, offering over 100km of spectacular beach driving, capturing the region’s dramatic coastline, scenery and wildlife. We can offer a touring route steeped in culture and etched in Australian history covering two UNESCO Biosphere Reserves, a Wold Heritage-listed Marine Park and the largest sand island in the world (Fraser Island).

That’s not a bad collection, but it’s only made possible by bringing two RTOs together to build a far more attractive touring proposition that matches what travellers actually want to experience.

In fact, the Great Beach Drive has proven immensely popular with Australians as well, because the marketing activity that has been invested into the project has allowed the Great Beach Drive to be compared to other ‘great drives’ such as the Great Ocean Road, which also straddles numerous regions, local government areas and towns, but is sensibly marketed under the well-recognised Great Ocean Road banner.

Having had the opportunity to meet Queensland Tourism Minister, Kate Jones, at the Connecting to Asia Forum in Cairns last week I know that if we are to be really successful in building the Asian market to its full potential we need to break down silos and work cleverly and collegiately to win the attention of travellers in what is a highly competitive market.

I was very encouraged by the Minister’s drive and positivity, just as I was with Premier Annastacia Palaszczuk’s initiative to put tourism on the front foot by organising the Cairns Forum. It was easy to see the benefits of such an approach in the Cairns region, and as the Asian markets mature we can look forward to Sunshine Coast’s diverse attractions – particularly natural attractions – being a vast driver of tourism from Asia.

The go-ahead to build a new extended runway at Sunshine Coast Airport has already attracted interest from Singapore’s Scoot Airlines, and with the increased capability there is no reason that Sunshine Coast Airport couldn’t become one of the growth centres for south-east Queensland for decades to come.

In fact, we could also see the opening up of new corridors, connecting places like Sunshine Coast with Cairns to provide an even greater range of experiences for Asian and other tourists.

The key is to attract more people to Queensland. If visitors from the UK, France, Italy, Japan or the USA know that they will experience a remarkable slice of the best that Australia can offer by concentrating on Queensland, then it hardly matters that they will travel across a number of regional tourism areas. Together we can offer a rich and rewarding range of activities, experiences and landscapes that – paradoxically – will really set us apart.

Email the Travel Weekly team at [email protected]

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• Destinations

Visit Sunshine Coast CEO exits

Simon Latchford has announced his resignation as CEO of Visit Sunshine Coast after almost four years in the role.

Latchford was appointed CEO of Visit Sunshine Coast in August 2016, after working for more than a year as its head of marketing and strategic relationships.

After being appointed to the destination agency’s top role, Latchford was responsible for charting the renaissance of the region’s tourism profile, with the Sunshine Coast achieving record results in the national and international visitor surveys for 2019.

The Sunshine Coast was also Queensland’s fastest-growing region in 2019 in terms of visitor numbers and visitor expenditure.

Visit Sunshine Coast chair David Ryan said Latchford had invested massive energy and commitment during his five years at the organisation, and would now take an extended break with his family before considering his next career move.

“Simon arrived on the Sunshine Coast at a time when the organisation was facing acute pressures, and in the four years he has been at the helm, he has charted a significant new direction for the organisation,” Ryan said.

“He has worked closely to strengthen partnerships with Tourism Australia and Tourism & Events Queensland, as well as local stakeholders including Sunshine Coast Council, Sunshine Coast Airport and the Noosa and Gympie local tourism organisations.

Ryan noted that while the COVID-19 pandemic has stunted the destination’s growth, it is “extremely well-placed” to bounce back when restrictions are relaxed, thanks to Latchford’s efforts.

“On behalf of the Visit Sunshine Coast board, we thank Simon for his contribution and wish him all the best in his future endeavours,” he said.

Ryan said Visit Sunshine Coast will launch a national campaign to find its new CEO.

Latchford’s resignation comes a day after Visit Sunshine Coast offered free membership to the organisation for the next 12 months in response to the devastating impact of COVID-19 on tourism across the region.

New members looking to join Visit Sunshine Coast from the 2020/21 financial year will be able to do so at the discounted fee of $10.

Membership benefits include promotional opportunities through the destination’s website and marketing campaigns, fortnightly industry newsletters, access to training and workshops, the opportunity to promote product through the Sunshine Coast’s visitor information centres, involvement in trade familiarisation activities, and media support.

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