Tourism Sunshine Coast CEO position filled

Tourism Sunshine Coast, the regional organisation responsible for marketing and developing the Sunshine Coast as a vibrant tourism destination, recently welcomed long-time industry professional Russell Mason as the its newly appointed chief executive officer. Mr Mason discussed the key strategic planning initiatives that are in place for the year ahead, with Business Matters.

With stunning imagery of the region’s white sandy coastline, sun-drenched beaches, sparkling waters, and lush rainforests and waterfalls to persuade mass audiences nationally and internationally, Tourism Sunshine Coast’s (TSC) promotion of the region leads to over three million visitors flocking to the Sunshine Coast each year. However, with a difficult forecast for the approaching year, TSC will need more than appealing pictures to secure visitor numbers this year. 

So, with the tourism industry facing significant challenges such as anticipated visitation declines, increased competition and threats to tourism jobs within the next 12 to 24 months, Mr Mason’s appointment and subsequent visions as CEO are timely for the organisation.

“The Sunshine Coast is an incredibly diverse destination and TSC is well placed to deliver exciting tourism development outcomes for the region, our partners and tourism operators,” said Mr Mason.

Mr Mason also said he was looking forward to develop continued visitor growth and productive partnerships for the region.

“TSC is now recognised as a leader in regional tourism marketing and I am looking forward to working collaboratively with the team and its partners to establish a strong tourism industry and ultimately drive greater sustainable visitation to the region,” he said.

TSC chairman Graeme Pearce said that Mr Mason was an excellent choice for the organisation’s CEO.  

“Russell has the right mix of vision, knowledge and professionalism to lead TSC and our region’s tourism industry,” Mr Pearce said. “Russell is highly regarded within the industry and we have complete confidence in his ability to deliver greater tourism outcomes for the Sunshine Coast. He has an impressive track record in a variety of tourism roles and will ensure that TSC continues to build strong partnerships with our regional stakeholders, tourism partners and industry operators.”

Mr Mason brings extensive experience to the position, with a strong background in regional, state and private sector tourism, including his most recent role as general manager of operations for Skyrail-itm, based at Taronga Zoo in Sydney. Mr Mason is also well known for his senior management and development roles at Parks Victoria and Geelong Otway Tourism.

Mr Mason intends to guide TSC through a number of key strategic planning initiatives including the development of the Fraser Coast and South East Queensland marketing zones, and the establishment of strong partnerships with the Sunshine Coast Regional Council and local tourism organisations.

TSC will also support the outcomes from the Stafford Report, to develop a funding and membership model, which will maintain the region’s sense of community, retain tourism jobs, deliver stronger marketing campaigns and support the tourism industry with relevant development programs.

One of Mr Mason’s goals for the year ahead will include assisting TSC in their commitment to working closely with the Sunshine Coast Regional Council, tourism partners and the tourism businesses.

“The main goal for this year will be to assist in the creation of a unified regional body,” explained Mr Mason.

As well as the advancements of strong marketing, sustainability and industry development plans for the region as a whole, this approach will attempt to recognise local tourism destinations, brands and environments.

“I have been working closely with the chief executive officers of local associations to work out where we want to be in 12 months,” Mr Mason said. “To ensure a unified approach, I am also working with the Sunshine Coast council's chief executive officer John Knaggs and Mayor Bob Abbot to clearly articulate the ‘how’ of how to create a regional body.”

“We will be coming out soon with the detailed intentions for those plans,” he said.

Mr Mason also acknowledges the challenges that are ahead in working to unify so many local bodies.

“There is a lot of work to be done and it won’t happen overnight. There are already an enormous number of well-funded and well-managed local bodies,” he said.

“While there will be different expectations from them, we will articulate the benefits of a united approach from a financial, environmental and social perspective.”

“It will be all about coming together for the regional good.”

Mr Mason said TSC will also aim to actively engage the community to develop a ‘sense of ownership’ amongst local businesses and residents, in an attempt to achieve greater awareness of the value of tourism on the Sunshine Coast.

“Tourism currently represents 22 per cent of the Sunshine Coast gross domestic product (GDP),” said Mr Mason.

“Even if you are not in the hospitality industry, everyone is indirectly linked via other associations. Whether it is in retail, construction, education or government departments, everyone is a powerful part of tourism.” After all, tourism is the major employer on the Sunshine Coast with up to 40 per cent of coast residents employed as part of the region’s $2 billion tourism industry.

Mr Mason also emphasised the importance of truly understanding the local community’s view on tourism.

“Tourists are essentially playing in the locals’ backyard so it is important to focus on an acceptance of tourism development,” he said. “To understand and embrace that, everyone must feel comfortable. While there are some places we want to heavily promote, we understand there are places that should be conserved and maintained, so we want to work with the locals to protect that.”

As TSC works with the local community to develop and implement environmental sustainability programs aligned with the community’s view, Mr Mason also highlighted the opportunities for locals to ‘holiday at home’.

“The Sunshine Coast offers the quintessential Australian experience,” he said. “People come from all over the globe to find these facilities including world-class restaurants, spa and wellbeing retreats, beaches and golf courses, right on our door step.”

“The attraction is the diverse opportunities that are only a short distance away, and meet every single holiday need.”

In understanding that there are significant challenges for TSC ahead, he was also excited at the opportunities that are available for the future of the Sunshine Coast.

“The Sunshine Coast occupies a huge competitive advantage on the world stage … we have the greatest natural assets you could ever ask for,” said Mr Mason.

“So, in the long-term, it is the region’s green credentials and the community’s passion for a sustainable approach that will be the most important part of our future.”

In the short period since Mr Mason accepted the position as CEO, he revealed that there have been a number of positive aspects.

“The highlight has definitely been moving to such a beautiful destination,” said Mr Mason.

“More than that, I have received such an extraordinary warm welcome from the tourism industry and community.”

Along with his wife and two children, he has also already discovered a few favourite family hotspots.

“My favourite beach has to be Kings Beach at Caloundra,” said Mr Mason.

“My wife and I also love the Maleny cheese experience and as a family, we can’t go past the Eumundi markets.”    

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