An independent economic impact report has confirmed what locals and visitors have long known: the Eumundi Markets is one of South East Queensland’s most significant tourism and economic assets, delivering wide ranging benefits to the Noosa hinterland and the broader Sunshine Coast.
Released on 29 January, the report was commissioned by Experience Eumundi and prepared by Urban Economics. It found the markets generate $54 million in annual visitor expenditure, support more than 1,000 jobs and attract around 1.2 million visitors every year. Those figures place the twice weekly markets alongside, and in some cases ahead of, the region’s best-known attractions in terms of visitation and economic impact.
The study highlights the scale of the operation, noting that Eumundi Markets functions as a major event twice a week, every week of the year. Visitor numbers are comparable to the Sunshine Coast’s largest drawcards, yet the markets continue to operate within a township setting that retains a strong community focus.
Experience Eumundi general manager Mark Cameron said the findings provide long awaited, independent evidence of the markets’ importance. “Eumundi Markets are a tourism asset of state significance,” he said. “This 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.”
According to the report, the markets directly support about 1,000 jobs across more than 600 stalls, with total direct and indirect employment estimated at more than 1,300 positions. Visitor spending at the markets represents more than two per cent of all non-accommodation tourist expenditure on the Sunshine Coast.
The economic benefits extend well beyond the market gates. Around 30,000 accommodation room nights are generated each year because of market visitation, contributing an estimated $9.3 million in accommodation spend across Noosa and the wider Sunshine Coast. In addition, approximately $7.5 million is returned annually to local community organisations, with about eight cents in every dollar spent reinvested back into the community.
Queensland Industry Tourism Council chief executive Natassia Wheeler said the findings reinforce the importance of strong hinterland experiences. “Eumundi is a clear example of how hinterland experiences support visitor dispersal, encourage longer stays and spread economic benefit across a destination,” she said. “Independent data like this helps make the case for coordinated planning and infrastructure that supports both residents and visitors.”
The report also identifies the Eumundi Markets as one of the region’s most significant business incubators. It notes the markets provide a low barrier entry point for local producers, artisans and food businesses to test ideas, build customer bases and grow sustainable enterprises.
Mark said the research 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 shows a disconnect between how the markets function and how they are recognised in planning frameworks.”