Meeting papers

GENERAL COMMITTEE MEETING                                                      13 NOVEMBER 2023


6.9     TOURISM NOOSA STRATEGY 2023-2027


Author            Director Strategy and Environment, Kim Rawlings
                  Strategy and Environment Department
Index             ECM/Subject/Tourism Noosa
Attachments       1.   Destination Noosa Strategy 2023-27_V30
                  2.   ECM_22408732_v2_Tourism Noosa Funding Agreement - Endorsed
                       OM 20April2023


EXECUTIVE SUMMARY
This report provides a copy of Tourism Noosa's Destination Noosa Strategy 2023-2027 for Council's
consideration in accordance with Tourism Noosa's Funding and Performance Deed.

In April 2023 Council endorsed a new 2 year Funding and Performance Deed with Tourism Noosa
(TN). Clause 4.2 of the Funding and Performance Deed specifically requires Tourism Noosa to
develop a 4 year Strategic Plan that reflects the requirements of the Funding Deed, that the strategic
plan is to be developed with Council's input and endorsed by Council.

In additional the Deed clearly states that Council is in the process of developing a Destination
Management Plan which will inform Tourism Noosa Strategy going forward. Tourism Noosa has
advised and acknowledged that they will review their Strategy when the Destination Management
Plan is complete to ensure alignment and to reflect any shifts required in Tourism Noosa's strategic
focus. Until the DMP is complete it is necessary for TN to have a clear strategy as attached to guide
the priorities of the organisation.

It is also noted in the Deed that the Deed itself may be varied upon completion of the DMP.

RECOMMENDATION
That Council note the report by the Director Strategy and Environment to the General Committee
Meeting dated 13 November 2023 regarding Tourism Noosa's Destination Noosa Strategic Plan
2023-2027 as provided at Attachment 1 to this report and:
A. Endorse Tourism Noosa's Destination Noosa Strategy 2023-2027 in accordance with Tourism
   Noosa's Funding and Performance Deed with Council; and
B. Note Tourism Noosa's Destination Noosa Strategy 2023-2027 will be reviewed following the
   completion of the Destination Management Plan to ensure alignment and to reflect any shifts
   required in Tourism Noosa's strategic focus as specified in Tourism Noosa's Funding and
   Performance Deed with Council.




REPORT
Overview of the Tourism Noosa, Destination Noosa Strategy 2023 - 2027

'Being an iconic Tourism Destination is not just about attracting visitors, there is so much more and
at the heart, it is an essential basis to a community’s economic, cultural, environmental, and social
prosperity. Travel makes the world a better place. It changes us from the inside. Tourism isn’t just
an industry; it’s an economic powerhouse that drives growth and prosperity. It builds local



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