ADOPTION OF DESTINATION MANAGEMENT PLAN · Report

GENERAL COMMITTEE MEETING                                                        15 DECEMBER 2025



The plan includes a high-level Monitoring and Evaluation Framework and is supported by a Draft
initial 3-year Implementation Plan that outlines what we aim to achieve, how we will get there, and
how we will measure success. This Draft implementation plan sits alongside the DMP and will be
reviewed and updated annually. It is intended to provide transparency and accountability, while
giving us the flexibility to monitor, learn and adapt as we go.

A key tenant of the DMP is the proposal to establish a Destination Stewardship Council, to bring
together people and organisations with the capacity to help deliver on the DMP. It is intended that
once established this group will refine and oversee the Monitoring and Evaluation Framework to
track progress, manage risks and ensure that resources are aligned with the Plan’s strategic goals.

This report provides a summary of the feedback received during phase 2 consultation process. It
recommends Council endorse the final DMP and note the Draft Implementation Plan.

RECOMMENDATION
That Council
A. Note the report by the Director Environment and Strategy and Manager Economic Development
   and Destination Management to the General Committee dated 15 December 2025;
B. Endorse the Destination Management Plan (DMP) – For the Love of Noosa - provided at
   Attachment 1;
C. Note the Draft Implementation plan, provided at Attachment 2, to support the implementation of
   the DMP, noting this plan will be refined with input from partner/support organisations, reviewed
   and updated on and annual basis and informed by Council’s annual budget considerations; and
D. Delegate authority to the CEO to make minor changes or amendments to the DMP and
   associated appendices if required prior to designing and publishing final documents on Council’s
   website.


REPORT
1.   BACKGROUND AND CONTEXT

1.1 Why a DMP is Needed
Noosa is renowned for its natural beauty, lifestyle, and strong sense of place, attracting visitors from
across Australia and internationally. However, population growth private vehicle travel behaviours,
the rise of short-stay rentals and increased day visitation, have placed increasing pressure on
Noosa's roads, public spaces, natural assets and housing.
The DMP provides a timely and strategic response to these challenges, establishing a framework
that:
•    Protects Noosa’s lifestyle, environment, and identity.
•    Supports a thriving and resilient visitor economy.
•    Ensures long-term sustainability and liveability for residents and businesses.
The plan also embeds the values and guidance of the Kabi Kabi Peoples, ensuring a future-focused
approach guided by Traditional Custodianship principles of caring for the land and waters of Noosa.
Cultural respect, understanding and engagement is a fundamental element of a regenerative
approach and is consistent with the Kabi Kabi Commitment as endorsed by Noosa Council.

2.   WHY A DESTINATION MANAGEMENT PLAN

Tourism is a key contributor to Noosa’s economy contributing around 16% to our GRP. It supports