Original source · versioned page text
2021-02-09 S&O Agenda - Item 11 - Attachment 2 - Destination Noosa Strategy 2020-23
Text sections have not been matched to the original PDF pages. Use the original document to check page numbers.
A tt achment 2 to Item 11
Services & Org anisatio n
Co mmitte e
9 Febru ary 2020
D E S T I N AT I O N N O O S A
S T R AT E G Y 2 0 2 0 - 2 0 2 3
Excellence in Destination Marketing:
Our members’ and stakeholders’ success is our success
See the original
The page text is free to read. Viewing or downloading an original file needs an account.
Log in to see the originalSearchable page text hides email addresses. Original files are unchanged and may show email addresses.
Full text of the other 5 sections
Section 2
OUR VISION & PURPOSE Through excellence in marketing, position Noosa as the most desirable and sustainable tourism destination for our visitors, provide economic benefit and value for our members, our community and tourism sectors. D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 0 - 2 0 2 3 2
Section 3
OV E R T H E N E X T T H R E E Y E A R S , W E W I L L …
Champion the Noosa brand, influencing
1. CHAMPION THE
improved protection and development of
NOOSA BRAND
our visitor experience
Deliver marketing and promotion which
2. MARKET AND
drives propensity for high-value visitation,
P R O M OT E
regional and seasonal dispersal
Provide members with value-added services
3 . VA L U E - A D D
to enhance delivery of exceptional,
FO R M E M B E R S
on-brand experiences
W E A R E CO M M I T T E D TO …
• Being focussed, considered, innovative and data-driven
• Embracing a culture of communicating and engaging with members and stakeholders
• Investing in our team and digital capabilities to support our strategy and the visitor experience
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 0 - 2 0 2 3 3
Section 4
GUIDING PRINCIPLES
1. CHAMPION THE • Champion the Noosa brand, influencing improved protection
NOOSA BRAND and development of our visitor experience
A N D V I S I TO R • Support visitor experiences that drive propensity to visit
EXPERIENCE and meet seasonal and geographic dispersal
• Engage in additional projects only if funding is provided,
resources are available and projects are aligned with our
strategic purpose
2. MARKETING AND • Deliver effective evidence-based marketing strategies that attract
P R O M OT I O N high value visitors and achieve increased regional dispersal
• Successfully leverage and grow our strategic partnerships
• Invest in digital infrastructure and team capability to support
marketing strategies, the visitor experience and journey curation
• Support events aligned to our strategic seasonal and dispersal
objectives
• Deliver marketing that also supports key sectors such as Food
Tourism, Wellness, Weddings, Business Events, International
visitation, Adventure and our regions
• Drive propensity towards high yielding occupancy in low season
and uplift in overnight stays
3 . VA L U E - A D D E D • Offer cost-effective membership across multiple industries with
MEMBER value-added products and services, including co-operative
SERVICES marketing opportunities
• Use data to inform members of effective marketing, forward
planning, product design and trend analysis
• Provide members with brand-aligned marketing tools and templates
• Facilitate partnerships to promote the development of packaging to
enhance the visitor experience
• Connect members to expert networks, resources and training
• Improve online visitor experience to encourage and enable bookings
• Provide an award-winning Visitor Information Centre to support and
promote member products
• Constantly search for innovative ways to add value to membership
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 0 - 2 0 2 3 4
Section 5
O R G A N I S AT I O N A L D E L I V E R Y
Tourism Noosa will excel in brand development and protection,
destination marketing and member services
BRAND Protect and enhance the
CHAMPIONS experiences which trigger high value
and dispersed visitation
to protect and enhance
T N AC T I O N S AC R O S S
T H E VI S I TOR J O U R N E Y
Identify and reach
I N S P I R AT I ON
target audience
D E S T I N AT I O N
MARKETING
Lead high-impact
will drive propensity to
campaigns
visit and audience share
PLANNING
Enable
journey
curation
BO O K I N G
EXPERIENCE
MEMBER
SERVICES Value-add
will strive to enhance resources and
member success services
REVISITING
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 0 - 2 0 2 3 5
Section 6
M E AS U R E S FO R S U CC E S S
Tourism Noosa will be driven by the use of reliable data on a
quarterly, biannual or annual basis to measure our success over
the next three years in the following key areas:
• Improved trends in visitor satisfaction and increased brand
recognition within target visitor sectors
• Increased market share in high value sectors, seasonal and
regional dispersal
• Excellence in digital strategy that materially assists members
in achieving visitor sales conversion
• Increased member numbers and co-operative engagement
• Industry leading member satisfaction rate
• Identify the top visitor experiences and proactively influence
their protection
• Consistent engagement in Noosa Council formed-and-led
destination management focus groups
• Increased utilisation of the Visitor Information Centre
by members and visitors
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 0 - 2 0 2 3 6