2020-01-13 GC Agenda - Item 10 - Attachment 2 - The Value of Tourism to the Noosa Community October 2019 FINAL REPORT

Strategic priorities for Tourism Noosa include:

    •   Engaging Markets
    •   Developing Outstanding Events
    •   Empowering Industry and Product Development
    •   Elevating Sustainability

The Strategy recognises Noosa’s comparative tourism advantages as:

    •   Having an established and strong brand / reputation
    •   Being an accessible destination but still with a sense of escape
    •   A 'green' destination with low density population, national parks, waterways,
        hinterland, towns and villages
    •   Being a safe community and environment
    •   Having boutique and independent experience and service opportunities
    •   Having an ideal climate throughout the year
    •   Popular and well-known events
    •   Strong social media assets
    •   A variety of experiences including beaches, outdoor activities, wildlife, food and
        wine, and shopping
    •   A popular destination for sea change - new talent and investment coming into the
        region
    •   Having supportive tourism industry and members
    •   Having high-profile personalities linked to Noosa

The Strategy also recognises the challenges associated with the tourism industry in Noosa.
These include:

    •   In some cases inconsistent tourism service levels
    •   Vulnerability to weather events
    •   Mobility issues, associated with congestion and related parking and transport issues
    •   The lack of short-term room stock
    •   The lack of large high-quality conference facilities
    •   Seasonality peaks and lows
    •   Lack of new iconic attractions or tours.

Other areas of potential threat to Noosa’s tourism industry are noted as follows:

    •   Increasing competition from destinations that are re-investing in their product, and
        the lack of new investment in Noosa
    •   Continued growth in out-bound travel by Australians
    •   The need for expansion of aviation services
    •   Congestion on major roads leading to Noosa and local roads within Noosa
    •   Excessive numbers potentially overwhelming infrastructure and services
    •   Potential loss of safe marine environment.

A number of opportunities that capitalise on Noosa’s strengths and assist in mitigating its
weaknesses and threats are identified in the Strategy.


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