TOURISM NOOSA FUNDING AGREEMENT AND PERFORMANCE DEED · Report

SPECIAL MEETING                                                                         8 MAY 2025


    •   Product    Development    and       Industry
        Training
    •   TN’s Role with Local Stakeholders
    •   Implementation of DMP Actions


An review of the Funding Agreement outputs indicates that Tourism Noosa is compliant with majority
of elements outlined in the agreement with the exception of:

•   delayed DMP actions which were outside of TN’s control as the DMP was not completed by
    Council in the anticipated timeframe; and
•   reducing dependency on Noosa Council funding through revenue diversification opportunities,
    increases in sponsorship, membership, co-operative marketing or Visitor Information Centre
    review and opportunities.
•   Despite improved communication and collaboration between Tourism Noosa and Council on
    events it is evident that there is some duplication and inefficiencies in how tourism events are
    currently funded, supported and managed across Tourism Noosa and Council.
A Background to Tourism Noosa

Tourism Noosa was initiated in early 2000's as a not-for-profit, membership-based organisation with
the purpose of promoting Noosa Shire as a diverse and sustainable tourism destination. It was
incorporated as Tourism Noosa Ltd, a public company limited by guarantee. Supported by Noosa
Council, local tourism businesses and other stakeholders, Tourism Noosa quickly established itself
as a highly respected local tourism organisation, winning state and federal tourism awards in 2007
and again in 2023 for its successful marketing campaigns and brand management.

Together with Noosa’s tourism industry and Noosa Council, Tourism Noosa has consistently
delivered and maintained Noosa’s high brand equity both domestically and in international markets.
Arguably, Noosa’s brand equity has provided many non-tourism businesses the opportunity to
leverage the brand’s strong associations and created a desire amongst visitors to move to the region
permanently.

Tourism has consistently been in the top three most valuable sectors to Noosa for well over a decade
– in 2025 employing 4900 people. In FY23/24 visitors contributed approximately $1B to Noosa’s
economy (comprising $605M in local output (72%) and around 28% made up of other components
such as taxes and imports). This is around 25% of overall GRP.

Tourism Organisation arrangements in Queensland

Australia has the following hierarchy of Tourism Organisations.

•National Tourism Organisation
•State Tourism Organisations
•Regional Tourism Organisations - Example Visit Sunshine Coast
•Local Tourism Organisations - Example Tourism Noosa

Regional Tourism Organisations (RTOs): RTOs represent and service multiple LGAs, working at a
broader level to market and position their region as a key tourism destination. Their primary role is
destination marketing, ensuring visitors travel to and experience their region. They collaborate with
state and national tourism bodies—such as TEQ and Tourism Australia—through campaigns,
partnerships, and industry support. Beyond promotion, RTOs also focus on strategic tourism
development, including infrastructure investment and policy advocacy, helping to shape the long-