2021-02-09 S&O Agenda - Item 11 - Attachment 2 - Destination Noosa Strategy 2020-23

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