2021-02-09 Services & Organisation Committee Meeting Agenda

SERVICES & ORGANISATION COMMITTEE MEETING AGENDA                                     9 FEBRUARY 2021




Of course, from March 2020, the tourism industry faced a significant downturn across the country
and Noosa was not exempt from that impact. Factoring in the impact of the June quarter, it is
clear that there was a significant downturn across the nation. Nevertheless, the impact on Noosa
was between 11% and 12% in terms of the downturn for the number of visitors and total spend.
That compares quite favourably to other tourism area (see graph below). It must be stressed that
these figures only relate to 30 June and that the impact of the coronavirus on the tourism sector
has continued into 20/21.




(Note that statistics are drawn from Tourism Research Australia survey data specific to the Noosa Shire.)
New Destination Noosa Strategy 2020 – 2023
The other major development in 2020 was the refresh of Tourism Noosa’s Destination Strategy.
A copy of that strategy is Attachment 2 to this report. It is an easy to read and clear document
which identifies that Tourism Noosa will focus on 3 key areas:
1.   Championing the Noosa brand – this includes the ongoing development of the visitor
     experience including focusing on seasonal and geographical dispersal goals.
2.   Marketing and promotion - focusing on strategies that attract high-value visitors and
     increase dispersal of that benefit across the Shire as well as endeavoring to increase high
     yielding occupancy in current low periods as well as extending overnight stays.
3.   Providing added value to its members – supporting its members with marketing tools,
     networks and resources to assist them as well as focusing on collation of data to assist its
     members in marketing and planning.
This strategy is a “back to basics” approach which clearly defines what Tourism Noosa will focus
on in the coming years. It is supportive of the need to focus on marketing Noosa in the post-
Covid environment to re-attract high yielding visitors and to spread the benefit of tourism
throughout the year and also across the Shire.



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