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TOURISM NOOSA STRATEGY 2023-2027 · Destination Noosa Strategy 2023-27_V30
Noosa
D E ST I N AT I O N
ST R AT E GY
2023 – 2027
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Page 2
ACKNOWLEDGMENT of country
Acknowledgement of Country: “Tourism Noosa acknowledges the ongoing connection
to country of the traditional custodians of this beautiful region, the Kabi Kabi people.
Visitors to Noosa can enhance their experience by learning about the region’s con-
nection to the people and stories of the Kabi Kabi. We pay our respect to elders past,
present and emerging.”
The Indigenous people of Australia have a rich culture stretching back at least 50,000
years, making it the oldest living culture on Earth.
Every part of Australia is Aboriginal country and every part of that country has stories
and experiences that are unique to that place. What connects all Indigenous people
is a strong connection to their natural environment, landscapes and past and future
generations.
Noosa is home to the Kabi Kabi people whose land stretches roughly 100km south and
150km north of Noosa. It is important that we all pay our respects to the traditional
owners of this land – past, present and future – and their rich history.
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 2
Page 3
Foreword
FROM THE CHAIR
Message
FROM THE CEO
The Destination Noosa Strategy 2023-2027 embodies our Over the years, Tourism Noosa has not only promoted
region’s essence and charts our tourism industry’s future. Tourism our stunning landscapes, pristine beaches and enviable
Noosa has driven our visitor economy for 22 years, extending its lifestyle, we’ve also fostered values of sustainability and
impact beyond traditional hospitality. sense of belonging that is unlike any other destination.
Noosa holds a unique place in the hearts of travellers and Our commitment to enhancing the Noosa experience
locals. Pristine beaches and waterways, lush hinterland, for all, has never been stronger and the Tourism Noosa
arts, and sustainability form an unparalleled experience. The
Strategic Plan aims to guide our journey toward an even
Strategy acknowledges our region’s value and collaboration
brighter future.
between Tourism Noosa and partners to uphold it.
It is a roadmap that outlines our dedication to sustainable
Built on five pillars, the Strategy commits to a positive visitor
growth, stakeholder engagement, the delivery of
economy’s enduring impact. Our responsibility goes beyond
exceptional marketing and remarkable visitor experiences.
economics: we enhance community wellbeing and preserve
It aims to strike a harmonious balance between economic
our environment.
prosperity and preservation, ensuring that Noosa remains
I extend gratitude to our visionary Board, CEO, employees and a treasure for generations to come.
volunteers. Your dedication propels Noosa’s success.
We acknowledge the collective aspirations for Noosa’s
As Chair, my focus remains on positioning Noosa as a premier, future are currently being identified through the
sustainable destination. We generate economic benefits and development of a Destination Management Plan led by
value for members, community, and industry.
Noosa Council. Once finalised, the Tourism Noosa Strategy
Looking ahead, we envision Noosa, a destination of sustainable will be reviewed to ensure it embodies the shared values
tourism, where industry, community, and environment harmonise. and objectives of our industry and the local community
The Strategy outlines actions for positive change, fostering encapsulated within in the Destination Management Plan.
excellence and engaging both industry and government.
In embarking on this exciting journey together, we
Bold and transformative, the plan requires community-wide are reaffirming our dedication to our visitors, industry,
effort. Like Noosa, a national exemplar, this Strategy cements community, and the environment that envelopes us. With
our vision for a world-class destination. your unwavering support, together we will position Noosa
In this vibrant future, Noosa thrives, our community flourishes, the epitome of a responsible, thriving, and welcoming
and sustainable tourism binds us. With dedication and shared destination.
vision, Noosa’s brilliance continues to ascend.
Jeanette Allom-Hill
Jeanette Allom-Hill
Sharon Raguse
C H A I R , TOU R ISM N O OSA
C E O, TO U R I S M N O OS A
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 3
Page 4
statement
O F C O R P O R AT E
INTENT
OUR VISION AND PURPOSE
Through excellence in marketing and industry development, we position
Noosa as the most desirable and sustainable tourism destination for our
visitors, and provide economic benefit and value for our members, our
community and the tourism industry.
The Destination Noosa Strategy 2023-2027 recognises Tourism Noosa’s
role in setting the direction for Noosa’s tourism industry, guiding
our industry’s progress toward regenerative tourism to improve the
visitor experience for the benefit of visitors, businesses and the local
community and environment, implementing marketing strategies that
attract high value-low volume visitation through targeted marketing
and promotions.
Tourism Noosa acknowledges Noosa Shire Council
as the principal funder of Tourism Noosa. D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 4
Page 5
Our values
P U RS U I T O F E XCE L L E N CE N AT U R A L H A R M O N Y C U LT U R A L R E S P E C T A N D
A N D I N N OVAT I O N A N D ST E WA R DSH I P P R E S E R VAT I O N
We are dedicated to excellence in all We are committed to preserving and We honour and respect the Indigenous
aspects of our operations. We value celebrating the natural beauty of the Noosa culture and history of the region’s traditional
continuous improvement and innovation Region. We value the unique ecosystems, custodians, the Kabi Kabi people. By helping
as pathways to providing exceptional beaches, forests and waterways that define preserve and share Indigenous stories, art,
services to our industry stakeholders and our destination. Through embracing Noosa’s and traditions, we enrich the cultural fabric
visitors. By setting high standards and sustainability values and thoughtful marketing of this land and create meaningful
embracing creativity, we continually to influence traveller intent, we prioritise experiences for all.
challenge ourselves to exceed environmental stewardship, ensuring that
expectations and drive positive future generations can experience the same
change. natural wonders we cherish today.
ENRICHING EXPERIENCES AUTHENTIC COMMUNITY AC C O U N TA B I L I T Y A N D
A N D T R AV E L F O R G O O D ENGAGEMENT T R A N S PA R E N C Y
We believe in curating and promoting We recognise that our community is at the We value transparency in our
experiences that enrich the wellbeing of heart of our success and value genuine communication and operations and hold
both visitors and residents. We value our connections and inclusive partnerships. By ourselves accountable for our actions and
enviable outdoor lifestyle which encourages engaging with businesses, community decisions. By taking ownership of our
physical activity, exploration, and a deep organisations, residents and visitors, we commitments, being honest about our
connection to nature. Through creative foster a sense of belonging and shared progress, and learning from our experiences,
initiatives, arts, culture, and leisurely pursuits, responsibility for maintaining the region’s we build trust and demonstrate our
we contribute to a holistic sense of fulfilment character and charm. unwavering commitment to achieving our
and balance accessible to all. goals with integrity.
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 5
Page 6
TO U R IS M N O OSA
our journey to destination regeneration
Noosa is a unique destination – a multi-faceted gem. Those of us blessed to call Noosa home, are proud
Awarded World Surfing Reserve status for its superb of the long history of environmental protection
beaches and point breaks, Noosa is also a designated and preservation. We recognise that our natural
UNESCO Biosphere Reserve, which acknowledges environment is among our most precious assets and
the shire’s harmonious relationship between the one of the main reasons people love holidaying here.
economy, the community and the natural environment.
The jewels of the Noosa area include a pristine river Noosa is a destination that champions sustainable
system that winds its way upstream to one of only travel and has a global reputation for environmental
two everglades systems on Earth, national parks, consciousness and positive impact. It’s a core value
hinterland, coastal and river villages, eclectic boutique which we encourage our visitors to embrace and
shopping, gastronomy, events, and a vibrant arts and observe during their stay.
culture scene, making it a favourite destination for both
relaxation and soft adventure. Into the future, as the Noosa Shire collectively works
toward carbon neutrality, Tourism Noosa will further
support the industry and visitors to ‘give back’ with
the aim of leaving our beautiful destination and its
community just a little better than it was found.
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 6
Page 7
WHO WE ARE
Tourism Noosa is an award-winning, not-for-profit,
membership-based destination marketing
organisation that works with local businesses,
Noosa Council and other stakeholders to promote
the diversity of the Noosa region to domestic and
international visitors, the tourism trade and media.
Tourism Noosa comprises a small, yet highly
skilled professional team that covers brand and
performance marketing, PR and media, trade and
business events, event management as well as
sustainability/regenerative travel - together the
team strives toward supporting the key focus pillars
and strategic initiatives in alignment with Noosa’s
destination management plan.
Tourism Noosa has a team of over 65 volunteers who
Noosa has captivated travellers with are the smiling knowledgeable face of our destination
its breathtaking beauty and laidback supporting Noosa’s visitor information centre.
charm for decades. Its brand story as a
destination is one of natural wonders, rich The Tourism Noosa team reports to a Board of seven
Directors, which consists of representatives from our
cultural heritage, and a commitment to
membership, industry and community, carrying out the
travel for good.
objectives of the Destination Noosa Strategy.
Noosa’s brand story weaves together its commitment to Through strong leadership, corporate governance and
sustainability, celebration of Indigenous heritage, vibrant commitment across all five focus pillars, the key goals
culinary scene and stunning blue and green spaces as it of this strategy will be achieved for the benefit of our
positions itself as a true wellness travel destination. It is a members, our community and stakeholders.
place where travellers can reconnect with nature, immerse Tourism Noosa, as part of its funding agreement, also
themselves in cultural richness, and indulge in exquisite reports to Noosa Council on financial management
flavours. Noosa’s allure lies in its ability to offer a truly holistic and outcomes against the Destination Noosa Strategy.
and authentic experience, ensuring that every visitor leaves
with lifelong memories and a deep appreciation for this
extraordinary destination. OUR MEMBERS
Noosa’s brand essence lies in its dedication to sustainability
Accommodation 22%
and eco-tourism. The destination takes pride in its pristine
Experiences, Transport and Hire 16%
landscapes and has implemented various initiatives to Eat and Drink 19%
586
600+ Services 27%
protect its fragile ecosystem. From beach clean-ups Members
MEMBERS Retail 5%
to responsible waste management practices, Noosa Health and Wellbeing 6%
endeavours to be a leader in regenerative tourism, inspiring Arts and Culture 3%
Events 2%
visitors to cherish and protect the natural environment and
leave Noosa a little better than when they found it.
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 7
Page 8
N O O S A’ S V I S I T O R M A R K E T Fig 2. Visitation to Noosa year ending March 2023
The Noosa region attracted just over 2 million visitors in the
year ending March 2023, including domestic overnight visitors and Visitors Nights Spend
day-trippers, for a record $1.7B (Figures 1-4).
Domestic
While visitor numbers are about 10% higher than the previous year, 1,005,000 3,894,000 $1.562B
overnight
they are about 6% lower than pre-COVID 2019, due to the lack of
data from international travellers, which is still at low numbers. Day trip 1,166,000 – $142.9M
Total visitor spend increased almost 50% on the previous year, and Total 2,171,000 3,894,000 $1.7047B
more than 80% compared to 2019. These figures have seen our share
of Queensland’s domestic visitor nights and spend increase over
the past four years.
Our marketing encourages visitors to explore the entire Noosa Fig 3. Visitors to Noosa Fig 4. Visitor spend in Noosa
region, from beaches to river and hinterland, and we work with Domestic
overnight Domestic
members to promote their various activities. overnight
1,005,000
$1.562 B
46%
92%
Tourism Noosa’s long-term strategy of attracting high-value,
low-volume visitation has been extremely successful:
Fig 1. Domestic overnight visitors and spend
1800
1600
DOMESTIC Day Trip
1400 1,166,000 Day trip
OVERNIGHT
VISITORS (’000) 54% $142.9 M
1200 8%
since 2017
1000
15%
800
600 Fig 5. Change in domestic overnight visitation
400 and spend since March 2019
DOMESTIC
200 OVERNIGHT
Visitors Spend
SPEND ($M)
0 since 2017
2017 2018 2019 2020 2021 2022 2023 91%
129%
Source: Tourism Research Australia National Visitor Surveys, year ending March 2023
70
58.7%
60
Overnight visitors 50 45%
Tourism Noosa focuses its marketing on overnight travellers as they 40
spend more in local businesses than day trippers (average spend 30
per person is $1,554 compared to $123). 20
10 4.6% 5.6% 2.6%
The overnight visitor market continues to bounce back since the 0
relaxation of border restrictions, with numbers almost 5% above -10
Noosa Queensland Australia
the March 2019 figure (which included international visitors), and
spend almost doubling to $1.56B, a record for a year ending March. *Excludes 4 regions where comparisons from 2019-2021 are not available
Compared to last year, domestic overnight spend is almost 50%
higher, while numbers remained steady.
Noosa’s domestic overnight spend results are stronger than or on
Fig 6. Average spend per person
par with results for Queensland and Australia (Figure 5).
Average spend
Interstate and intrastate visitors YE Mar 2023 Pre-COVID
per person
Interstate visitors have traditionally been our focus for marketing
Interstate visitor $2,232 +82% $1,224
as they stay longer and spend more than Queensland visitors on
attractions, tours, dining, retail and entertainment (Figure 6).
Qld visitor $1,065 +73% $617
Interstate visitors spent a record $939.7 million during the year, more
than double their spend from pre-COVID March 2019, and double Source: Tourism Research Australia National Visitor Survey, year ending March 2023.
last year’s total. They account for 60% of the overnight visitor spend
in Noosa. However, Queenslanders have also significantly increased
their average spend since the pandemic.
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 8
Page 9
ST R AT E G I C A L I G N M E N T
The Destination Noosa Strategy has been intentionally More broadly, the Strategy is also aligned to that of our key
developed to respond to, and appropriately reflect the tourism partners (Visit Sunshine Coast, Tourism and Events
values of our tourism industry, environmental groups, Noosa Queensland and Tourism Australia) and is future focused as we
community and Noosa Council. position Noosa to leverage agreed opportunities presented in
the lead-up to the Olympic Games in 2032.
Stakeholder map
• Cooroy Chamber of Commerce
• Eumundi Chamber of Commerce
• Hastings Street Association
• Noosa Chamber of Commerce 600+
• Noosa Junction Association
Tourism Noosa
• Noosaville Business Association
Tourism Members • Kabi Kabi People’s
• Peregian Beach Business Association
Noosa Board Noosa Council Aboriginal Corporation (KKPAC)
• Pomona & District Chamber
of Commerce • Sev Gen
• Sunshine Beach Association
• Tewantin Traders Association
M NOO
URIS SA
Business TO First Nations
Associations
• Minister for Tourism,
Innovation and Sport COM M U N I T Y
• Queensland Tourism
Industry Council
• Sunshine Coast Airport • Peregian Beach
Tourism Technology
• Tourism and Events Digital Hub
Stakeholders Industries
Queensland
• Tourism Australia
• Visit Sunshine Coast
VISITOR E N V I RON M E N T
Media Events
Stakeholders Sector
• Business events
• Tourism Noosa
sponsored events
Environmental
IN DUSTRY
Arts
Groups Sector
Food
• Noosa & District Landcare and Drink • Cooroy Butter Factory
International
• Noosa Biosphere Reserve Foundation (NBRF) Sector • Noosa Arts Theatre
• Noosa Integrated Catchment Association (NICA) • Noosa Regional Gallery
• Noosa Parks Association (NPA) • The Eumundi Markets
• Noosa World Surfing Reserve • The J
• Plastic Free Noosa • The Majestic Theatre Pomona
• Queensland Parks & Wildlife Service (QPWS)
• Zero Emissions Noosa (ZEN)
• Australian Tourism Export Council • Food Agribusiness Network
(ATEC) • Noosa breweries
• Inbound Tour Operators (ITOs) • Noosa Farmers Markets
• Tourism and Events Queensland • Slow Food Noosa
• Tourism Australia
• UK Representation
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 9
Page 10
visitor economy
CORE PILLARS
2023-2027
FOCUS PILLARS
BALANCING ENCOURAGING INDUSTRY FOSTERING
TOU R ISM
T H E V ISI TO R REGIONAL D E V E LO P M E N T WORLD CL ASS
FOR GOOD
ECONOMY DISPERSAL AND SUCCESS EVENTS
TO U R I S M E VO L U T I O N - S U STA I N A B L E R E G E N E R AT I V E TO U R I S M
B R A N D, M A R K E T I N G B R A N D, M A R K E T I N G C O L L A B O R AT I O N C O L L A B O R AT I O N
TA R G E T E D I N V E ST M E N TS
& D I G I TA L & D I G I TA L & PA R T N E R S H I P S & ENGAGEMENT
C O L L A B O R AT I O N C O L L A B O R AT I O N RESEARCH
DATA I N S I G H TS EVENT SPONSORSHIP
& PA R T N E R S H I P S & PA R T N E R S H I P S & I N N OVAT I O N
ENABLERS
RESEARCH RESEARCH E D U C AT I O N EVENT CONCIERGE
& I N N OVAT I O N & I N N OVAT I O N & AWA R E N E SS SERVICE (COUNCIL)
DEFINED & ST R AT E G I C
DATA M AT U R I T Y DATA M AT U R I T Y
AG R E E D VA LU E S PA R T N E R S H I P S
PRODUCT
DATA I N S I G H TS
D E V E LO P M E N T
C O L L A B O R AT I O N
P R I VAT E I N V E ST M E N T
& PA R T N E R S H I P S
ENHANCED
INFRASTRUCTURE
Marketing & digital Marketing & digital Support regenerative Industry development Tourism event
KEY DELIVERABLES
tourism initiatives programming
Brand research & Product & experience Cooperative marketing
development development Industry development Event cultivation
& partnerships Member retention
Global restart strategy Visitor Information & acquisition Noosa Eat & Drink
Centre footprint Community & visitor Festival
Business events empowerment & First Nations experiences
Trade & media exposure engagement
Aviation collaboration
Share of spend Visitor dispersal rate Consumer sentiment Average member Total direct nights
MEASURES
ranking Net promoter score (NPS)
Share of nights Regional member Regional event
Net promoter score (NPS) Member eco accreditation Member acquisition dispersal
rate
Member retention Return on investment
Reduction of single-use
plastics Sustainable events
Eco program participation
D E S T I N AT I O N N O O S A S T R AT E G Y 2 0 2 3 - 2 0 2 7 | PA G E 1 0
Page 11
BALANCING THE
V I S I TO R economy ENABLERS
B R A N D, M A R K E T I N G & D I G I TA L
C O L L A B O R AT I O N & PA R T N E R S H I P S
R E SE A R C H & I N N OVAT I O N
DATA M AT U R I T Y
MEASURES
Tourism is one of the Noosa Shire’s largest economic contributors, bringing
4.5% SHARE OF SPEND (QLD)(TRA)
$1.7 billion in visitor spend (year ending March 2023). As a destination
5.7% SHARE OF NIGHTS (QLD)(TRA)
marketing organisation, Tourism Noosa promotes the diversity of the region
to domestic and international visitors, the tourism trade and media. We aim to
position Noosa as the most desirable and sustainable tourism destination for
our visitors, provide economic benefit and value for our members, community
and tourism industry.
Tourism Noosa carefully manages Noosa’s brand to reflect the diverse visitor
experiences on offer and position Noosa’s distinctiveness to resonate over
competitor destinations, responding to shifting market trends.
KEY DELIVERABLES 2023-24 2024-25 2025-26 2026-27
M A R K E T I N G & D I G I TA L
• Generate demand whilst meaningfully connecting with travellers through high
performing marketing campaigns and initiatives.
• Drive revenue diversification through growing and leveraging Tourism
Noosa’s media platform value.
• Support and develop existing and emerging industry sectors through specific marketing initiatives.
B R A N D R E S E A RCH & D E V E LO P M E N T
• Foster a sustainable visitor economy through developing the brand maturity of Noosa
in conjunction with council, local business and the community.
• Support industry decision making through ongoing research and the regular sharing of data
and insights to Tourism Noosa members and industry delivery partners.
G LO B A L R E STA R T ST R AT E GY
• Grow the region’s market share of high-value travellers across key source markets.
BUSINESS EVENTS
• Drive awareness of Noosa’s business event offering, excelling in unique outdoor spaces.
• Attract high-yielding, boutique conferences, meetings and incentives in non-seasonal periods.
AV I AT I O N C O L L A B O R AT I O N
• Support the return of aviation access to the Sunshine Coast Airport through a framework
of partnerships, collaboration and cooperative marketing efforts.
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ENCOURAGING
REGIONAL dispersal ENABLERS
B R A N D, M A R K E T I N G & D I G I TA L
C O L L A B O R AT I O N & PA R T N E R S H I P S
R E SE A R C H & I N N OVAT I O N
DATA M AT U R I T Y
P R O DU CT D E V E LO P M E N T
P R I VAT E I N V E ST M E N T
Tourism Noosa’s activities across all pillars promote regional dispersal of
ENHANCED INFRASTRUCTURE
visitors and spend, encouraging them to explore and discover the delights
of our regional villages. This helps spread the economic benefit more
broadly across Noosa’s business communities. MEASURES
VISITOR DISPERSAL
This is achieved through the marketing and promotion of natural attractions
(TBC)
and visitor experiences, media famils, business event and trade activity,
REGIONAL MEMBER NPS 7
tourism event attraction and support, sustainability activities, and Visitor (INTERNAL)
Information Centre promotions.
KEY DELIVERABLES 2023-24 2024-25 2025-26 2026-27
M A R K E T I N G & D I G I TA L
• Generate demand for regional Noosa, whilst meaningfully connecting with travellers through
specific campaigns and initiatives.
E X P E R I E N CE D E V E LO P M E N T
• Support the development of new tourism experiences that appeal to our target markets.
• Support the development of regional produce and artisan offerings across Noosa’s hinterland.
V I S I TO R I N F O R M AT I O N C E N T R E F O OT P R I N T
• Explore potential partnerships across the hinterland for expanded visitor service provision.
• The ongoing delivery of exceptional visitor services that successfully connect visitors to
Noosa’s products, experiences, and service offerings.
TRADE & MEDIA EXPOSURE
• Market and distribute the breadth of experiences, encouraging longer stays
through trade channels and media exposure.
• Engage in trade activity and partnerships, targeting high-yielding opportunities.
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TO U R I S M F O R good ENABLERS
C O L L A B O R AT I O N & PA R T N E R S H I P S
DATA I NSI G H TS
E DU CAT I O N & AWA R E N E SS
DEFINED & AGREED VALUES
Tourism Noosa shares a core community value to improve environmental, cultural MEASURES
and community outcomes for the Noosa region, the Noosa Biosphere Reserve and INCREASE MEMBER
to attain global eco destination status. Tourism Noosa proudly enhances the region’s EC O AC C R E D I TAT I O N +10%
globally-recognised natural attributes, building on decades of conservation efforts by REDUCTION OF
SINGLE-USE PLASTICS -1.5T
the community through appropriate content creation and representation.
P R O G R A M PA R T I C I PAT I O N - 1 ,0 0 0
Regenerative tourism and travel are an approach that aims to go beyond sustainable
practices by actively restoring and rejuvenating the natural environment while COMMUNITY SENTIMENT
fostering economic, social, and environmental benefits for the local community. This
strategy seeks to help transform our destination into a model of responsible tourism
that enriches the environment, empowers our tourism industry and community, and
enahances the visitor experience through participation in programs that
‘give back’ to the destination.
KEY DELIVERABLES 2023-24 2024-25 2025-26 2026-27
S U P P O R T R E G E N E R AT I V E TO U R I S M I N I T I AT I V E S
• Encourage Noosa businesses and community to adopt sustainable practices and actively
participate in regenerative programs.
• Support and promote local regenerative projects to inspire travel for good.
• Collaborate and foster relationships with Noosa’s environmental and land management
organisations to support the protection of the region’s natural attributes.
I N D U S T R Y D E V E L O P M E N T & PA R T N E R S H I P S
• Explore strategic partnerships aligned to Noosa’s core values.
• Identify solutions through research and cultivate new innovations and programs to
assist in the delivery of good environmental practices.
• Elevate sustainability outcomes for Noosa’s tourism industry by enhancing the environmental,
cultural and sustainable tourism capability.
CO M M U N I T Y A N D V ISI TO R E M POW E R M E N T A N D E N GAG E M E N T
• Build a strong community of environmentally conscious stakeholders committed
to sustainable tourism in Noosa.
• Foster collaborations with businesses and associations, environmental organisations,
and community groups to expand our programs’ reach and effectiveness.
• Expand the range of opportunities for visitor engagement and participation in regenerative activity.
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AND success
I N D U S T R Y D E V E LO P M E N T ENABLERS
C O L L A B O R AT I O N & E N GAG E M E N T
R E SE A R C H & I N N OVAT I O N
MEASURES
AVERAGE MEMBER NPS OF 7
5% MEMBER ACQUISITION
The strong performance of Noosa’s tourism industry is vital to the destination’s
80% MEMBER RETENTION
continued success, and Tourism Noosa prioritises strategies that aim to improve
the quality of experience offered to visitors. Representing 600+ businesses who
directly reach the visitor market and those who offer support services, Tourism
Noosa implements a range of activities, training and sustainability programs,
events and networking, cooperative marketing, resources and education
to provide members with tools to enhance the delivery of their product and
safeguard the destination’s reputation.
KEY DELIVERABLES 2023-24 2024-25 2025-26 2026-27
I N D U ST RY D E V E LO P M E N T
• Ongoing engagement with stakeholders to plan and deliver high quality industry development oppor-
tunities across all membership sectors.
• Support industry to improve environmental sustainability and accessibility outcomes in the
lead up to the Olympic Games.
C O O P E R AT I V E M A R K E T I N G
• Increase the reach, awareness and consideration of the Noosa brand and
member businesses through collaborative marketing initiatives and campaigns.
• Increase revenue generation through a comprehensive member cooperative marketing prospectus.
MEMBERSHIP RETENTION & ACQUISITION
• Maintain and grow Tourism Noosa’s membership base through effective, regular two-way
communication and programs which celebrate member success and business milestones.
F I R ST N AT I O N S E X P E R I E N C E S
• Help facilitate Kabi Kabi’s tourism journey through experience
development opportunities, collaboration and connecting with partners.
• Grow awareness, appreciation and understanding of First Nations culture through relevant Tourism
Noosa resources and marketing initiatives.
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FOSTERING
WORLD CL ASS
events
E N AEBNL A
ERB SL E R S
TA R G E T E D I N V E ST M E N TS
EVENT SPONSORSHIP
EVENT CONCIERGE SERVICE (COUNCIL)
S T R A T E G I C PA R T N E R S H I P S
DATA I N S I G H TS
C O L L A B O R A T I O N & PA R T N E R S H I P S
Through financial and promotional support of a calendar of iconic events, Tourism
Noosa’s events strategy aims to enhance geographic and seasonal dispersal
MEASURES
that will build economic capacity across the region. From globally recognised
to emerging sporting, arts, cultural, surfing, food and other events, our strategy I N C R E M E N TA L D I R ECT N I G H TS*
outlines clear guidelines, environmental sustainability criteria and application and 60% REGIONAL EVENT DISPERSAL
reporting processes to ensure transparency and accountability. Iconic events have R E T U R N O N I N V E ST M E N T R AT I O >12:1*
the potential to deliver national and international media exposure for the region, >80% E V E N T S U STA I N A B I L I T Y
further elevating the Noosa brand globally. CRITERIA ADHERENCE
KEY DELIVERABLES 2023-24 2024-25 2025-26 2026-27
TOU R ISM E V E N T P RO G R A M M I N G
• Support events that are aligned to our strategic seasonal, environmental and dispersal objectives.
• Maximise the value of events being held in region to greater social and economic benefit.
E V E N T C U LT I V A T I O N
• Leverage 2032 Olympics to position Noosa as a destination of choice for lead-in events, team
training, sports forums, conferences and incentives for the domestic and international markets.
• Encourage event dispersal throughout the Noosa Shire.
• Support capacity building and inclusivity of local tourism events.
• Improve integration of sustainable tourism practice in the delivery of tourism events.
N O OS A E AT & D R I N K F E ST I VA L
• Collaborate with festival delivery partner to augment their marketing and media activity
to rebuild after hiatus.
• Leverage the signature event to showcase the range and quality of Noosa’s local producers
and food and drink experiences.
• Develop bespoke food tourism itineraries and commissionable packages to extend
length of stay and dispersal across the region.
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The official destination marketing
organisation for the Noosa region.
• 2 Parkyn Ct, Tewantin QLD 4565
• Phone: 1 3000 NOOSA (666 72)
+61 7 5430 5000 (international)
• [email protected]
Tourism Noosa acknowledges Noosa Shire Council
as the principal funder of Tourism Noosa.