TOURISM NOOSA FUNDING AGREEMENT AND PERFORMANCE DEED · Report

SPECIAL MEETING                                                                          8 MAY 2025



Ultimately, the outcome of the Noosa Council Events Strategy will be for all events (including those
currently supported by TN funding) to be supported, administered and managed by Noosa Council.
While additional actions may be identified in the DMP, the transition of events from TN to Council is
a necessary step to enable Noosa Council to streamline management, support and funding of
events. It is proposed that this transition will occur during the 12 month period and prior to June
2026.

Providing a reasonable timeframe is important for the change to be communicated and understood
by event organisers, to ensure existing contractual arrangements with TN and event organisers are
honoured, and for completion of the Events Strategy, Guidelines and assessment criteria processes.
The transition process will be initiated as a priority to ensure continuity of funding and service for
event organisers.

Key Performance Indicators

To ensure ongoing accountability, continuous improvement, strategic alignment and value for
money, it is recommended the following performance measures form part of the new Funding Deed.
Noting that a number of existing obligations and performance measures from the existing Deed will
form part of the new agreement. The below measures are additional.

1) By Dec 2025, TN will complete a Roadmap with Council and to be agreed by Council considering
strategic alignment, agreed service levels, operational adjustments and efficiencies, revenue
diversification plans and the transitioning of events to Noosa Council.
This process will consider organisational and operational efficiencies, to ensure TN's model of
operation, structure and strategic approach is contemporary, flexible and adaptable to be able to
respond to changing travel patterns, global trends in tourism and destination management.

2) TN to ensure:
a. New revenue streams identified, considering sponsorships, co-operatives and partnerships that
result in an increase in financial contribution to the organisation.
b. Membership model investigation complete. If member-based model is sustained, membership
retention and acquisition targets identified (eg - target – projection of at least 10% increase in
membership and associated revenue by end of June 2026)
c. Complete a review of options for Visitor Information Centre that identifies at least 10% increase in
revenue sources or efficiency gains.

Destination Management Plan

Recognising that for the success of a Destination Management Plan (DMP), Noosa’s lead Tourism
Organisation must be aligned to Council's, the community's and industry aspirations. The previous
2023 agreement was conditional on the embedding of DMP actions by Tourism Noosa, on adoption
of the DMP by Council. At this time, it was anticipated that the DMP would be adopted by Council in
late 2023/early 2024, providing sufficient time for both parties to renegotiate the new terms of the
agreement towards the end of the first two years of the agreement.

The Destination Management Plan was delayed beyond the anticipated timeframe, as it was
deferred by Council to prioritise the completion of other major projects. It is now planned for
completion and adoption by Council in late 2025.

The DMP is still subject to broad community engagement. Should the DMP be completed sooner,
any adjustments required to TN's role, function or priorities will be considered as part of the
Roadmap. The new agreement is not contingent on the completion of the DMP however will have
provision to be varied should the DMP be completed and adopted within this timeframe. Any future
agreements and future funding will remain conditional on Tourism Noosa alignment with the direction
and principles of the DMP and embedding relevant DMP actions.