New tourism boss says ‘Bula’ to Sunshine Coast
Visit Sunshine Coast has appointed a new chief executive officer, and he’s swapping one idyllic destination for another.
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Visit Sunshine Coast has appointed a new chief executive officer, and he's swapping one idyllic destination for another.
Current chief executive of Tourism Fiji, Matt Stoeckel, who has been in the role since 2016, will start his new role in Sunshine Coast at the beginning of 2021.
Mr Stoeckel will take over from Craig Davidson, who has been Visit Sunshine Coast's interim CEO since June after Simon Latchford resigned.
Before taking up his role at Tourism Fiji Mr 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.
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In his consultancy role he worked with Fiji's Ministry of Industry, Trade & Tourism to develop the Fiji Tourism Development Plan 2014-2020, which he was then able to put into action as CEO of Tourism Fiji, including rolling out a new brand marketing campaign in 2019, which aimed to diversify the country's tourism assets beyond its reputation for relaxation and family holidays.
Visit Sunshine Coast chair David Ryan said Mr 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," he said.
"His experience in developing and refining brand identities for destinations will be critical for the Sunshine Coast as we launch and rollout 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."
Mr Ryan said last year, the Coast was Queensland's fastest growing regional destination. But with the impact of COVID-19 and a totally changed domestic and international market landscape, the region would need a "fresh, innovative and collaborative approach" to build on its position.
Mr Stoeckel said 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 Visit Sunshine Coast.
"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."
Mr Stoeckel said he was attracted to the role due to the Coast being 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 pacesetter in Australian regional tourism," he said.
"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."
As a keen sailor, Mr Stoeckel said he was looking forward to moving to the region with his wife and three young children and enjoying the renowned marine environment and climate.
Mr Ryan thanked Mr Davidson for his role in guiding Visit Sunshine Coast through the challenges imposed by COVID-19, saying the organisation had performed strongly despite the loss of traditional interstate and international markets.
"Craig has provided tremendous support for Sunshine Coast tourism during his six months with Visit Sunshine Coast," said Mr Ryan.
"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."
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