THE combined Fraser Coast and Sunshine Coast tourism campaign, Australia's Nature Coast has won a Queensland Tourism Award for best Destination Marketing.
The 'Richard Power Award for Destination Marketing' was awarded to Fraser Coast Opportunities and Tourism Sunshine Coast on Friday night.
The power of the Australia's Nature Coast (ANC) marketing strategy has seen record growth in European visitation to both the Sunshine Coast and Fraser Coast, with the Great Beach Drive - launched earlier this year - attracting significant international and domestic interest as well.
In the most recent International Visitor Survey the Fraser Coast enjoyed strong international growth in the 2014-15 year, with the figures showing a 14.1% increase in overseas arrivals, including 13.8% growth in the UK market and a 30.5% rise in German visitors.
Fraser Coast Opportunities' general manager Leigh Bennett said the launch of Australia's Nature Coast in 2013 was aimed to broaden international market appeal by using the unique natural assets of the adjoining Sunshine and Fraser Coasts.
"Australia's Nature Coast has been principally an international marketing program, but the launch of the Great Beach Drive has sparked excellent domestic interest as well," he said.
"The prospect of driving 4WDs on such a spectacular and easily accessible coastline has proven a major attraction for Australians who love the great outdoors."