2017-12-12 Services & Organisation Committee Agenda

SERVICES & ORGANISATION COMMITTEE MEETING AGENDA                            12 DECEMBER 2017


2.     Value over Volume

In accordance with the Tourism Strategy, Tourism Noosa has focused higher yield markets rather
than higher volume markets. As an example:
 Interstate visitors accounted for 363,000 visitors and had an economic impact of $477M
 Visitors from the SEQ/Brisbane area accounted for 332,000 visitors and had an economic
    impact of $154M.
 Visitors from New Zealand accounted for 25,000 visitors and had an economic impact of
    $24M.


3.     Brand Refresh

Following market research, Tourism Noosa undertook a brand re-positioning focusing on Noosa
as the Relaxation Capital of Australia. Campaigns were undertaken in interstate markets in
particular. There was a focus on the Noosa Country Drive and a series of operator meetings
were held in Kin Kin, Pomona, Eumundi and Cooroy.


4.     Audited Annual Financial Statements

Tourism Noosa have provided a copy of the annual audited financial statements each year since
2015. This allows for some consideration of trends over time in terms of financial analysis. The
following are of interest:

Revenue Growth and Mix

Over the three financial years, revenue has grown from $2.2 million to $3.3 million, an increase of
$1.1 million or 50%. This revenue growth has resulted from increases in the levy of $763k or 44%
(resulting from funding being redirected to Tourism Noosa previously allocated to other parties -
i.e. Sunshine Coast Destinations Limited, Triathlon sponsorship) and increases in other revenue
sources of $293k or 55% (relating to membership fees and marketing increases of $35k and
$63k respectively, and one off Skilling Queensland for Work funding of $205k in 2016/17).
Booking centre revenues have declined between 2016 and 2017 possibly reflecting a move to
other online platforms by customers.

Total Revenue Growth ($’000)
 $3,500
 $3,000                                             $830
 $2,500                           $638

 $2,000         $537
 $1,500
                                 $2,272            $2,495
 $1,000
                $1,732
     $500
      $-
                2015             2016              2017
                Actual           Actual            Actual

                 Levy             Other Income




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