29 January 2026: An independent economic impact report released today has confirmed the Eumundi Markets as one of South East Queensland’s most significant tourism and economic drivers, generating $54 million in annual visitor expenditure, supporting more than 1,000 jobs and attracting around 1.2 million visitors each year.
Commissioned by Experience Eumundi and prepared by Urban Economics, the report positions the world-famous markets alongside, and in some cases ahead of, Queensland’s best-known visitor attractions in terms of visitation, employment and regional impact.
The findings show the Eumundi Markets now attract comparable annual visitation to other high profile and successful attractions, while operating as a major event twice a week, every week of the year.
Experience Eumundi General Manager Mark Cameron said the report provides long-awaited, data-driven evidence of what the community has long understood.
“Eumundi Markets are not just a much-loved national icon – they are a tourism asset of state-level significance,” Cameron said.
“This independent research confirms the markets are a powerful economic driver for the Sunshine Coast, supporting local jobs, small businesses and community organisations, while delivering real value back into the region.”
Key findings from the report include:
- Around 1.2 million visitors annually, comparable to the Sunshine Coast’s largest attractions
- $54 million in annual market expenditure, representing more than two per cent of all non-accommodation tourist spend on the Sunshine Coast
- Approximately 1,000 direct jobs supported across 600 stalls, with total direct and indirect employment of more than 1,300 jobs
- $7.5 million annually returned to local community organisations, with around 8 cents in every dollar spent reinvested directly back into the community
- 30,000 room nights generated each year, contributing an estimated $9.3 million in accommodation spend across the Sunshine Coast and Noosa
Queensland Industry Tourism Council CEO Natassia Wheeler said assets like Eumundi Markets play a critical role in strengthening regional tourism resilience.
“Eumundi is a clear example of how strong hinterland experiences support visitor dispersal, encourage longer stays and spread economic benefit across a destination,” Wheeler said.
“Independent data like this helps make the case for coordinated planning and infrastructure that supports both residents and visitors. When we get that balance right, we protect what makes these places special while ensuring they continue to deliver for local communities and the wider visitor economy.”
The report also highlights the Eumundi Markets’ role as one of the region’s most significant business incubators, providing low-barrier entry for local producers, artisans and food businesses to test, grow and scale their enterprises.
Cameron said the research also raises important planning considerations for the future of the township.
“Despite operating at the scale of a major human-made attraction, Eumundi is currently classified as a ‘nature and hinterland’ tourism focus area,” he said.
“The report clearly shows a disconnect between how the markets function in reality and how they are recognised in planning frameworks. Formal recognition of their role is critical to safeguarding the markets, protecting amenity and ensuring surrounding development supports the experience that draws people here.”
The findings align with regional destination strategies that identify Eumundi as a key hinterland hub, driving visitor dispersal, length of stay and economic benefit beyond the coast.
Visit Sunshine Coast’s CEO Matt Stoeckel commented on the research: “The Eumundi Markets are a true Sunshine Coast icon. They offer an incredible experience for visitors and have played a big role in putting Eumundi on the map. Experiences like this allow visitors to meet the locals behind the stalls and enjoy the quintessential Eumundi atmosphere, all while supporting the local economy.”
Cameron says the report provides a strong evidence base to support future conversations with government, industry and community stakeholders about infrastructure, investment and long-term destination planning.
“Eumundi thrives when the community thrives,” Cameron added.
“This report gives us the clarity and credibility needed to advocate for the kind of planning, infrastructure and investment that protects what makes Eumundi special – while supporting its future.”
Ends.
For more information, images and interviews please contact Heather or Jen at The Comms. People:
Heather Mollins | 0412421411 | heather@commspeople.au
Jennifer Swaine | 0438952830 | jen@commspeople.au
About Experience Eumundi
Experience Eumundi is the collective voice and connector for the township of Eumundi. A not-for-profit organisation made up of local not-for-profits and community groups, it brings together the markets, businesses and experiences that define the town. Experience Eumundi leads destination marketing, visitor and community education, and advocacy – working to ensure Eumundi’s growth reflects the values, wellbeing and long-term prosperity of its community