2018-12-11 Services & Organisation Committee Agenda

SERVICES & ORGANISATION COMMITTEE MEETING AGENDA                             11 DECEMBER 2018


For the international market, the Global Market strategy is in its third year. International visitor
spend, numbers and nights all increasing i.e:
 Spend up 0.7% to $101.6M
 Visitor numbers up 16% to 170,000
 Number of nights up 24% to 1.1M.

The UK, New Zealand and Germany remain the biggest three overseas markets but the largest
percentage increase was from the USA at 10% (off a relatively low base compared to other
international markets).




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 335,000 visitors and had an economic impact of $406M with
    an average spend of $1,212 per visitor;
 Visitors from overseas accounted for 170,000 visitors and had an economic impact of $89.4M
    with an average spend of $525 per visitor (which includes backpackers); and
 Day Trippers accounted for 923,000 visitors and had an economic impact of $70.4M with an
    average spend of $76 per visitor.

(As a reminder, statistics are drawn from Tourism Research Australia survey data specific to the
Noosa Shire.)

Brand Positioning

Tourism Noosa continued to focus on Noosa as the Relaxation Capital of Australia. Campaigns
were undertaken in interstate markets in particular. There was also a continuing focus on the
Noosa Country Drive.




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