ADOPTION OF DESTINATION MANAGEMENT PLAN · Report

GENERAL COMMITTEE MEETING                                                      15 DECEMBER 2025


Development of a Draft implementation framework, including monitoring and evaluation measures
to track progress and ensure accountability.

5.2 Governance
The DMP’s development has been guided by strong governance structures to ensure transparency,
alignment with Council priorities and rigour in decision-making: Project Control Group (PCG):
Comprised of Councillors, Council executives and external stakeholders and experts, the PCG
provided strategic oversight, guidance and review throughout the early and defining stages of the
project.

External Reference Group: Comprised of community members representing a number of
organisations and associations across Noosa Shire, they assisted with how to engage and
communicate with the community.
Internal Advisory Team: Operated at a tactical level to ensure proposed actions could be integrated
into operational planning across Council business units.
Regular Reporting: The project team provided consistent updates to the PCG and held numerous
workshops with Councillors to ensure visibility of progress, evidence and community feedback.

5.3 Meaningful and Representative Engagement
The DMP was informed by extensive consultation, designed to capture a representative cross-
section of the community and tourism stakeholders across two major community engagement
phases. Key elements of the engagement process included:
Multi-Channel Outreach: Consultation incorporated online surveys, in-person workshops,
community pop-ups, and targeted stakeholder interviews. This approach ensured accessibility for all
residents and businesses.
Representative Sampling: Surveys and feedback mechanisms were designed to be statistically
valid and stratified, reflecting the diversity of the community across geography, age, household type,
and other demographics.
Meaningful Participation: Engagement was not tokenistic. Participants were invited to share
detailed insights on key issues such as short-stay accommodation, day-tripper impacts, transport,
environment, and events. Their feedback directly shaped the Plan’s principles, goals, and actions.

5.4 Social Media and Digital Engagement
Recognising the value of digital platforms for wide-reaching engagement, the DMP leveraged social
media and digital advertising to connect with the community. Social media played a critical role in
reaching a broad audience, complementing in-person engagement.
Meta (Facebook & Instagram) Advertising Campaigns:
Reach: 167,000 users
Impressions: 491,000
Video Views: 80,765
Link Clicks: 9,152
Post Engagements: 90,665
Landing Page Views: 5,434
These social media and digital channels complemented traditional engagement methods and helped
reach demographics that are often underrepresented in face-to-face consultation, including younger
residents and visitors. The campaigns were designed to inform, invite feedback and encourage
participation in surveys and workshops.

5.5 Representative and Statistically Valid Engagement
Engagement was designed to ensure that the feedback collected was robust, reliable, and
representative of the wider community:
Stratified Sample: Survey responses were weighted to reflect Noosa’s geographic and
demographic diversity.
Statistical Validity: Council conducted two community engagements, resulting in over 2,300
individuals participating and yielding 937 valid data records during Phase 1, and 1,099 during Phase
2 the findings are considered highly representative, and additional responses would be unlikely to