THE Sunshine Coast tourism industry has joined forces to devise a plan to attract a bigger share of the expanding Asian tourist market.

About 80 tourism representatives came together at the Ramada Marcoola Resort last week to have their say on how the industry should be shaped over the next 20 years.

The discussions centred on Queensland's seven "megatrends" in tourism, as identified in research by the CSIRO. The workshop was the 14th in the state run by the Queensland Government.

While the international market only accounted for about 10% of the tourist market on the Coast, it was a market where operators see substantial potential.

Ramada general manager Damian Keenan described the workshops as "brilliant" and a chance for operators to work collaboratively for the betterment of the industry.

"You get so wrapped up in your own business that it is not until you get together that you realise that we all have the same concerns, same interest and we have the same thinking in what we want to see for Sunshine Coast tourism in the next 20 years," Mr Keenan said.

"Things have really been tough lately, but one of the benefits of going through tough times is it brings everyone together so now we need to be honest with ourselves and get on the same page to get through it."

Mr Keenan also pinpointed events, conferences and weddings as key to the tourism industry.

Rumba Resort manager Bill Darby agreed a collaborative approach to tourism was building momentum.

"We looked at what are the most important characteristics of the Sunshine Coast, what we need to maintain and preserve but also what characteristics we need to expand and grow to be in line with the megatrends long term," Mr Darby said.

"There was strong support at the workshop to ensure the Sunshine Coast is recognised as an aspirational destination for international tourists

"The economic power house is moving out of Europe and towards Asia and so we don't want to miss out on that."

Megatrends

• Asian market: growing middle class sector of travellers from Asian countries
• On the move: people becoming more mobile and travel is easier
• Weather: ability to act quickly in aftermath of severe weather event
• Natural wonders: preserving natural assets and environment
• Digital age: tourists sharing experiences online
• Expectations: visitors expect more from a holiday and emotional connection
• The lucky country: domestic travel will still be important in the future