Michaela O'Neill / Sunshine Coast Daily

SUNDAY was just the beginning.

Sunshine Coast police's two hour traffic blitz on Alexandra Headland was the start of a step up in traffic operations as officers brace themselves for the holiday onslaught.

Close to 50 drink drivers are still being caught on Sunshine Coast roads each week.

Figures have shown that it is not the holiday makers as commonly believed, but residents who are losing their licences and in some cases much more for driving while over the legal limit.

With recent road deaths still fresh in their minds, Sunshine Coast police have vowed to crack down on all bad driving behaviour in the coming months.

Motorists were given a taste of that new attitude on Sunday when almost 600 cars were pulled over between 3 and 5pm.

Licences and registrations were checked and vehicles which appeared modified were given a once over.

Police sent 12 vehicles for mechanical inspections and a further 14 drivers were given traffic infringement notices for offences such as speeding, speaking on a mobile phone while driving, and driving while unlicensed or cars that were unregistered.

Superintendent Ben Hanbidge said Sunday's operation was specifically aimed at hoon drivers and he made no apologies for it.

"Police receive regular complaints regarding the manner of driving along the Esplanade and members of the public using the Alexandra Headland and Mooloolaba beach front have the right to enjoy those amenities without having to worry about the driving antics or behaviour we have witnessed in recent times," he said.

"There have been too many people killed or seriously injured on our roads.

"This is just the start of the ramping up of traffic enforcement in the lead up to the holidays."

Twenty people have died on Sunshine Coast roads this year.

With 50 days left in the year, police want to do everything they can to ensure no more loved ones are added to the road toll.