TOURISM NOOSA STRATEGY 2023-2027 · Destination Noosa Strategy 2023-27_V30

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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