MASTERCHEF runner up and Sunshine Coast local Matt Sinclair has been invited to be the Hot91 Ignite Chilli Festival's celebrity chef.

The Bulcock St, Caloundra festival will feature cooking demonstrations, chilli-eating competitions, food stalls and entertainment.

Matt's MasterChef success afforded him the opportunity to lead the Tourism Noosa Ambassadorship program in 2017 and launch a partnership venture for restaurant Sum Yung Guys at Sunshine Beach.

"I'm looking forward to bringing some of our signature dishes to life at the festival,” Matt said.

The festival is currently the largest in Queensland with hopes to become the largest nationally.

More than 100,000 people are expected to attend the November 17 festival which attracts chilli loving vendors and experts from all over the state.

Caloundra Chamber of Commerce President Michael Shadforth said he was looking forward to building an "iconic” event.

"In 2018 we are working to including Sunshine Coast agribusiness into the mix and showcase to all our festival visitors what's coming out of our own region.

"Chilli has a following worldwide and the success of the event last year has given us a taste of what's possible.”