Meeting papers

SPECIAL MEETING                                                                          8 MAY 2025


4.1       TOURISM NOOSA FUNDING AGREEMENT AND PERFORMANCE DEED


Author              Chief Executive Officer, Larry Sengstock
                    CEO's Office | Office of the CEO & Mayor
Index               ECM/Subject/Tourism Noosa
Attachments         1.   Attachment 1 - 4 Yr Partnership Agreement and Funding Deed -
                         Signed 2023


EXECUTIVE SUMMARY
At the Ordinary Meeting dated 20 April 2023, Noosa Council authorised the Chief Executive Officer
to execute a new Funding Agreement and Performance Deed (The Deed) with Tourism Noosa (TN).

The agreement (Attachment 1) governed the provision of $2.52million + GST annually to TN for two
years, with an option for an additional two years. The agreement also outlined a range of deliverables
and reporting requirements.

The initial two-year term of the Deed expires on 30 June 2025, and a decision regarding the
agreement is now required.

This report summarises Tourism Noosa’s performance against the Funding and Performance Deed
to date, provides an update on the progress of the Destination Management Plan as it relates to the
Deed and recommends a new one year Funding Agreement be developed with Tourism Noosa.

Tourism Noosa (“TN”) and Noosa Shire Council (“NSC”) have a long-term partnership in advancing
the Tourism Industry to positively benefit the Noosa Community and the region's economy. While
significant visitor numbers at peak times and a sense of over-tourism have led to community
concerns, Noosa Council continues to seek a balanced response to these issues - a response that
prioritises community liveability and residents whilst supporting our business community and tourism
industry which economically supports many local families and individuals. This is a fine balance and
Council is proactively working to manage these issues through various initiatives including the
development of a Destination Management Plan (“DMP”).

Together with Noosa’s tourism industry and Noosa Council, Tourism Noosa has consistently delivered
and maintained Noosa’s high brand equity both domestically and in international markets. Tourism has
consistently been in the top three most valuable sectors to Noosa for well over a decade – in 2025
employing 4900 people. In FY23/24 visitors contributed approximately $1B to Noosa’s economy
(comprising $605M in local output (72%) and around 28% made up of other components such as taxes
and imports). This is around 25% of overall GRP.

It is critical that Tourism Noosa remains contemporary and sustainable. As our lead destination
marketing organisation, TN must remain relevant, responsive and flexible and its strategic direction,
actions and funding must remain aligned with Council's and our community's aspirations both
economically and socially.

The 2023 Deed included a range of performance outcomes and objectives for Tourism Noosa which
TN were required to report on quarterly. A review of the Deed up until Q2 this financial year outputs
indicates that Tourism Noosa has largely achieved its obligations under the deed., including;
      •   Completion of 4 year Strategic Plan and associated annual business plans
      •   Increased stakeholder collaboration
      •   Sunshine Coast airport collaboration and 3 year MOU




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