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2021-02-09 S&O Agenda - Item 11 - Attachment 1 - Tourism Noosa Annual Report 2019-20
Attachme nt 1 to Item 11
S ervice s & Organi sation
Committee
9 February 2 020
ANNUAL REPORT 2019 - 2020
Tourism Noosa acknowledges the ongoing connection to country of the
traditional custodians of this beautiful region, the Kabi Kabi people.
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Full text of sections 2 to 33 (of 55)
Section 2
CONTENTS
Message from the Chairman . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Message from the CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Key market measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
A challenging year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2019-2020 Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Brand marketing campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
COVID-19 support for members . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Social media engages more followers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Trees for Tourism spreads roots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Revamp for Noosa Visitor Information Centre . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Membership continues to grow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Media spotlight on Noosa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Training and mentoring for members . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Funded events achieve sustainability goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Noosa Eat & Drink Festival evolves with focus on food tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Noosa on the global stage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Noosa Trail Masterplan to boost country communities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Partnerships strengthen our industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Consultation informs new strategic plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Networking for members . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Noosa champions go plastic-free . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Renewed focus for award-winning adventure cluster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Community support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Members take up cooperative marketing opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Kabi Kabi indigenous tourism partnership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Digital strategy is always on . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Industry voice for sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Aviation partnership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Dedication of Noosa World Surfing Reserve . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Refreshed Noosa Country Drive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
The best of Noosa Compendium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Refresh Noosa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Financial report for the year ended 30 June 2020 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 2
CONTENTS
Message from the Chairman 0... 8
Message from the CEO 0 B
Key market MEGSUreS 0
A challenging year 2000 10
2019-2020 Highlights 20 14
Brand marketing campaigns ......0... 2. 14
COVID-19 support for members 2.0000. 15
Social media engages more followers .......00 0.02... 16
Trees for Tourism spreads roots 2000 17
Revamp for Noosa Visitor Information Centre ....00.0... ee. 18
Membership continues to grow ....... eee. 18
Media spotlight on Noosa... eee, 19
Training and mentoring for members ......... 2... 20
Funded events achieve sustainability goals 0.00000... 20
Noosa Eat & Drink Festival evolves with focus on food tourism ............................. 21
Noosa on the global stage ..00. ees, 22
Noosa Trail Masterplan to boost country communities ........................................ 23
Partnerships strengthen our industry ..00.000.0.0 ee. 24
Consultation informs new strategic plan 0.3... 24
Networking for members |. 2002.00.00 25
Noosa champions go plastic-free 920 26
Renewed focus for award-winning adventure cluster ........0..0...0.....0...0............... 26
Community Support ....0..0 0c QT
Members take up cooperative marketing opportunities .....0...0..00. ee .. 28
Kabi Kabi indigenous tourism partnership ......00000.0 eee. 29
Digital strategy is always ON 220... eee. 30
Industry voice for sustainability 2.000000... 30
Aviation partnership .0..0 00. BL
Dedication of Noosa World Surfing Reserve .....000.00.00. cee. 32
Refreshed Noosa Country Drive 200.000. 0.eeeeeee.... 33
The best of Noosa Compendium... B4
Refresh NoOS ......... 0c tte 35
Financial report for the year ended 30 June 2020... 36
TOURISM NOOSA ANNUAL REPORT 2019/20 2Section 3
M E S S AG E F R O M
THE CHAIRMAN
It has been an unprecedented year for our tourism industry and our
community – a year that started positively, and then came the challenges
of two catastrophic events. It’s been a year where we have shown great
strength and character as we came together to offer support to our
neighbours, friends, local businesses and often people we didn’t know.
Last year began well for our industry, with worked together to reassess and reallocate
record domestic and international visitor arrivals. funding, review budgets and staffing needs.
The annual visitor spend in Noosa reached The priorities and desired outcomes for both the
approximately $1.2 billion. There was a positive organisation and our members were paramount.
feeling throughout the region with our membership
Mel brought a fresh approach, a new set of
and the community seeing the benefits of the
skills and experience, and as the effects of the
buoyant tourism market. We were looking forward
bushfires and concern about coronavirus grew,
to a strong spring and summer season.
the Tourism Noosa team took on an extraordinary
Then came major events array of different tasks that could not have been
that would have a profound previously envisaged. Mel’s years of experience
“The priorities and desired
effect on all our lives and with government prepared her with excellent
outcomes for both the
businesses. Bushfires organisational skills and access to relevant
organisation and our members
threatened Peregian Beach people which have been of enormous benefit to
were paramount.”
and Peregian Springs in Tourism Noosa and our members. While we were
September, and then in seeing the damage that the national bushfire
November, Noosa North emergency caused, at the time no one could
Shore, Cooroibah, Kin Kin and Tewantin, with fires know how devastating the impact of COVID-19
continuing throughout much of Australia into the would be on all aspects of our lives. Despite the
Christmas period. Those fires had a devastating events of the past year Mel’s excitement and
impact. They damaged our communities and commitment remain as strong as ever.
tourism sector and the whole of the country
As the COVID-19 pandemic grew and the
suffered terribly - lives were lost, wildlife and stock
enormity of what we were facing started
were killed and there was enormous property
to become apparent, numerous initiatives
damage. Confidence and the economy were
were taken including establishing a Business
severely damaged.
Roundtable group with the Noosa Council and
While these events were unfolding, in November various local associations. Representatives from
Melanie Anderson joined Tourism Noosa as our all these bodies committed significant time and
new CEO. Mel had arrived with boundless energy resources toward the common goal of protecting
and enthusiasm. She and the Board took on a and assisting our community.
review and restructure of the organisation. We
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 3
Section 4
With our town and most of the country going partners and their commitment which
into lockdown, working from home became the will help ensure a modified event in the future.
norm, our international and domestic visitors were
While the bushfires and COVID-19 have
unable to come to Noosa as borders closed, and
dominated the year, Tourism Noosa continued
many businesses and their staff began to feel
with numerous other important activities.
the impact.
These included innovative domestic marketing
Tourism Noosa redirected its resources to where campaigns, the renovation of our Hastings
they would best serve our members’ needs and Street Noosa Visitor Information Centre and the
continued to review operations to match business delivery of the Noosa Trails Masterplan which
conditions. We reduced staff numbers by almost will have long-reaching benefits for visitors
one-third and those who stayed worked harder, and communities, especially in the hinterland.
on reduced wages and under extreme pressure, We have made great advances with our data
involving themselves in community concerns that collection and utilisation program, our website
were often outside their usual areas of experience. review and environmental initiatives such as
The dedication and selflessness shown by all our Plastic Free Noosa.
team has been and remains extraordinary and
We submitted a proposal for the State
must be recognised and applauded.
Government’s Cooloola Great Walk project, and
The region continues to suffer from the effects of although we were unsuccessful, it promoted the
the pandemic and while case numbers have been approval of a valuable new visitor experience.
reduced and restrictions are gradually easing, As part of this process we strengthened our
the economic damage of relationship with the traditional owners of the
the pandemic will be felt by Cooloola area, the Kabi Kabi people and we hope
“While the bushfires and our community and local this may result in working with them on other
COVID-19 have dominated the business for years to come. projects. The Cooloola Great Walk will prove to be
year, Tourism Noosa continued a new world-class tourism product in our region
Further, it became apparent
with numerous other important that will be very attractive to our visitor sectors.
that events usually
activities (including) innovative
scheduled throughout the We have completed our new Tourism Noosa
domestic marketing campaigns,
year in Noosa would not Strategic Plan 2020-2023 to lead our industry
the renovation of our Hastings
proceed. Tourism Noosa through COVID recovery and beyond. The
Street Noosa Visitor Information
had invested substantial research saw our most significant consultation
Centre and the delivery of the
effort and money into the to date with members as we invited insights
Noosa Trails Masterplan.”
newly named Noosa Eat & through an in-depth questionnaire to inform
Drink Festival held annually us of our community’s needs and expectations.
in May, as had many of our Throughout the process we listened to hundreds
partners and members. It was with great regret of stakeholders from inside and outside our
that we were forced to cancel the event and, membership base including business
as a consequence, we were unable to recover associations and community organisations,
a large sum already spent on its preparation. and we have carefully considered and assessed
Thanks to our incredible team who had worked so the information gained to guide us.
hard on creating a wonderful program, we were
able to secure funding from Tourism and Events
Queensland for the future, along with support from
other partners. We are grateful to these valued
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 4
Section 5
The resulting strategy will set our direction Finally, thank you to our ever-growing number
and ensure we are prepared and able to steer of members who continue to support and engage
our industry through the next three years and with us, creating one of Queensland’s strongest
beyond. Our focus will position Noosa through our tourism membership bodies. Our ongoing focus is
marketing as the most desirable and sustainable to bring greater benefit to our members and our
tourism destination for our targeted visitors, community.
providing economic benefit and value for our
I propose to stand down from the Board and it
members and our community. The Strategic Plan
has been an honour and a pleasure to act as a
guides the contents of the Operations Plan that
Director and Chairman.
the Tourism Noosa team will consistently work
to implement. I would like to acknowledge the incredible
tenacity of everyone involved in Noosa’s tourism
We have several Board members retiring and
industry and our community – the people who
a number of new members will be joining the
helped those suffering through the bushfires, the
Tourism Noosa Board. This renewal will bring
organisations that supported relief efforts, and
fresh ideas, new skills, broaden our vision and
the businesses that quickly transformed with the
add strength to Tourism Noosa. Thank you to the
onset of COVID-19 to keep themselves open and
retiring Board members for your incredible work
their staff employed. This has been the time when
and passion that has helped steer us through such
the community has faced problems head-on and
difficult times. The level of dedication shown by all
has shown determination to survive, succeed and
of the Board members has been remarkable and
prosper. It has been, and continues to be, a time
I want to thank them all for
where we must all work together.
their unwavering efforts
and commitment during I am amazed, but not surprised, by the strength
“This has been the time
the past year. and commitment of the people who make up our
when the community has faced
problems head-on and has shown industry and I have no doubt we will recover from
Thank you to Noosa
determination to survive, succeed this current crisis stronger and more successful. I
Council for its continued
and prosper. It has been, and wish you all well and know that Noosa can look
support, to Mayor Clare
continues to be, a time where forward to a prosperous future.
Stewart and former Mayor
we must all work together.” Tony Wellington, CEO Brett
de Chastel and Councillors,
particularly Amelia
Lorentson who joined our Board as an observer
DREW PEARSON
this year, and to Deputy Mayor Frank Wilkie who C H A I R M A N – TO U R I S M N O O S A
served in that position in prior years.
An enormous thank you to Mel and the Tourism
Noosa staff for your extraordinary efforts, and to
our Visitor Information Centre volunteers who are
the face of our town to hundreds of thousands of
visitors each year. The volunteers have adapted to
enormous changes throughout the year – all with
a smile on their faces.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 5
Section 6
M E S S AG E F R O M
THE CEO
When I dreamt of living and working in a beautiful natural environment,
of being able to jump in the ocean straight after work, and to be ensconced
in one of the world’s most desired locations, I always pictured Noosa.
The hinterland and its incredible beauty and to achieve goals with our members and key
plentiful produce, through to the many amazing stakeholders. I have committed to leading a team
beaches and villages and river ecosystems have of dedicated, passionate professionals, and as a
captured global attention… and now I get to call team we will tackle the unknowns of this world
it all home. and will adapt to changes swiftly and with agility.
It is not without its own I have been at the helm for only the later six
sense of irony that when I months of this report, but during that time the
“My focus as CEO for Tourism was fortunate enough to team and I have done an enormous amount of
Noosa is on the future, and land ‘Australia’s best job’, work redefining our business model, financial
working collaboratively with all I had to strap myself in model, our product offerings and embarked
of our stakeholders and members for what 2020 was going on new frontiers in marketing and the digital
to look to future-proof our to deliver not only me, space. We have a lot more in the works as we
destination and our successes.” but everyone in Australia challenge ourselves to become more efficient,
and indeed the entire more innovative and more data-driven. The
world. An epic bushfire Tourism Noosa team has sustained itself through
season, COVID-19 and what we are yet to really significant business change management, crisis
experience in so far as the impending recession. management and worked incredibly hard for our
Lucky I like a good challenge! industry, and for that I am grateful and would like
to acknowledge their enormous efforts. Likewise,
The forward to the Annual Report from the Chair
I have had the absolute pleasure of working
of Tourism Noosa clearly outlines the issues
for the Tourism Noosa Board, fearlessly led by
faced by the tourism industry here in Noosa and
our outgoing Chair Mr Drew Pearson. I feel very
this publication will cover only six months of the
fortunate to have made lifelong friends with Drew
effects of the challenges we have faced off the
and the Board and to have enjoyed such strong
back of record-breaking tourism results. From the
support. To all the outgoing Board members I
very best to the very worst… and on our way back
would like to say thank you.
again. My focus as CEO for Tourism Noosa is on
the future, and working collaboratively with all of I am very much looking forward to working
our stakeholders and members to look to future- closely with our industry this next financial year
proof our destination and our successes. and getting back to those record-breaking highs
of our previous world.
We have undertaken extensive community
consultation and asked what our members and
stakeholders want from us, and we have listened.
Tourism Noosa will demonstrate our commitment
to tourism in the region, working collaboratively MELANIE ANDERSON
C EO – TO U R I S M N O O S A
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 6
Section 7
KEY MARKET MEASURES
YEAR ENDING JUNE 2020
T H E VA L U E O F T O U R I S M T O N O O S A :
THREE RECORD-BREAKING QUARTERS
The Noosa region achieved AN N UA L IN CRE AS E IN V IS ITO R S PE N D IN N O O S A
Year ending March 2020
record-breaking visitation and
spend for the first three quarters +15%
of financial year 2019-2020, +17% $1185.6M
+19% $1074.8M
with almost $1.2 billion in total $977.3M
annual spend from domestic +36%
and international overnight $615.4M
visitors and day-trippers.
Before the full impact of +0.5%
$97.5M
COVID-19 restrictions was felt,
there was record spend for a
Interstate Domestic International Total Total
year ending March in a number
overnight overnight (includes
of overnight market segments day trip)
(see graph at right). The 19% annual growth rate for domestic overnight
spend in the Noosa region was higher than that recorded by Sunshine
Coast, Queensland and Australia.
I N T E R S TAT E V I S I TAT I O N
Interstate visitors have traditionally DO M E S TIC OV E RN IG H T V IS ITO R A N D S PE N D
been a focus for our marketing, with Year ending March 2020
longer stays and greater local spending
on attractions, dining, retail and
$302.7M
entertainment, and repeat visits. The $485.8 M
graph (right) shows the value of interstate
visitation with fewer visitors than from
within Queensland contributing more 539
spend to Noosa’s economy. Interstate 342
recorded significant growth to the year
ending March (spend +76% to a record Interstate Intrastate
$660m) and will again become an (Queensland visitors)
important focus when borders re-open. Visitors (’000) Spend ($M)
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 7
Section 8
I N T E R N AT I O N A L M A R K E T S
With the closure of international G ROWTH IN IN TE RN ATIO N A L S PE N D 2 0 18 - 2 0 2 0
borders in March, no inbound travel
$97.3M $97.5M
data is available for the year ending
June 2020. In the latest available
data, Noosa had record international
spend for a year ending March with $88.1M
$97.5 million, spearheaded by record
spend from the USA of $12.4 million.
2018 2019 2020
T H E I M PA C T O F C O V I D - 1 9
Statistics for the year ending June 2020 contain The Noosa region attracted just under 2 million domestic
domestic overnight and day-trip information only as visitors in the year to June 2020, including overnighters
no international data is available due to global border and day-trippers who spent almost $882m. This was a
closures. The annual figures include visitation from the 15% decrease in visitors and 11% decrease in spend on
previous three record-breaking quarters (September, the previous year.
December and March).
T O TA L A N N U A L D O M E S T I C T O TA L A N N U A L T O TA L A N N U A L D O M E S T I C
OV E R N I G H T V I S I TO R S D AY V I S I T O R S V I S I TO R S
881,000 1.09M 1.97M
V I S I TO R S V I S I TO R S V I S I TO R S
$788.5M $93.2M $881.7M
SPEND SPEND SPEND
While the impact of COVID-19 ANNUAL CHANGE IN DOMESTIC OVERNIGHT VISITATION AND SPEND
Year ending June 2020
restrictions were felt across the
tourism industry globally, Noosa’s Total visitors Total spend
decreases were not as significant
as regional, state and national
impacts. Domestic overnight
spend and visitation decreased
less during the year in Noosa
-11.6% -11.8%
than on the Sunshine Coast and
in Queensland and Australia. -15.6%
-19.1% -19.3% -18.8% -18.8% -18.7%
Noosa Sunshine Coast Queensland Australia
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 8
Section 9
J U N E Q U A R T E R I M PA C T S Most of the annual decrease came through the June quarter when domestic and international borders were closed due to COVID-19 restrictions. In Queensland, the borders closed on 3 April and non-essential travel was then banned. Day trips of up to 50km were allowed from 2 May. This was extended to 150km on 15 May, although overnight trips were still not allowed. Overnight travel within Queensland was allowed from 1 June. The impact felt through the June quarter (three months only), compared with the same period in 2019 was: • Domestic overnight visitors: -65.4% (interstate visitation -97%, intrastate visitation -44.2%). • Day trip visitors: -53.4% FUTURE REPORTING To add depth to our visitor statistics reporting, we began planning for a new reporting dashboard that will provide current and forward-looking visitor and accommodation statistics to complement Tourism Research Australia’s quarterly International and National Visitor Surveys. Source: Tourism Research Australia International and National Visitor Surveys, year ending June 2020. TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 9
Section 10
A CHALLENGING YEAR
The 2019-2020 financial year has been the most challenging yet for our tourism industry, with bushfires and a global
pandemic that has forced lockdowns and border closures. Here is how the year unfolded:
2019 Timeline Tourism Noosa response
9 September • Bushfires threaten the • Regular updates on consumer and industry Facebook
Peregian Beach and Peregian pages with links to Qld Fire and Emergency Services and
Springs communities and Noosa Council (road closures). Website updated with
businesses, closing access information. Team member joins Council’s Local Disaster
roads and forcing evacuations. Management Group, appealing to members for help with
Businesses in affected areas emergency supplies.
closed. Travellers uncertain
• Apply for and receive government relief funding for
whether to go ahead with
marketing campaigns. Host media famil based around
holiday bookings.
affected areas once re-opened. Promote affected areas
when ‘open for business’.
8 November • Bushfires threaten Cooroibah,
Kin Kin and Tewantin, • Launch Bushfire Appeal.
forcing street closures and
evacuations.
2020 Timeline Tourism Noosa response
25 January • The first confirmed case of • Monitor the daily-changing situation and in constant
Coronavirus in Australia. contact with State Government, Noosa Council and
Tourism and Events Queensland for latest advice and
29 January • First confirmed case in planning for tourism industry.
Queensland.
• Returned travellers who have
visited Hubei Province of China
need to self-isolate for 14 days,
beginning the gradual closure
of international borders which
will end international visitation
indefinitely.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 10
Section 11
2020 Timeline Tourism Noosa response
11 March • World Health Organisation • Update members with advice about planning and being
announces COVID-19 outbreak prepared for coming difficult times. With Sofitel Noosa
is a pandemic. Pacific Resort, convene a meeting of accommodation
operators to discuss actions and response.
16 March • COVID-19 forces lockdowns of
• Create information pages on Members Resources section
communities in Australia.
of website with latest official health and government
• Federal Government bans advice, business support and grants, travel advice, relevant
mass gatherings, prompting contacts, answers to frequently asked questions, local
cancellation of major events. suppliers of cleaning and essential products, advice for
staff and customers, templates for communicating with
• Mandatory 14-day customers etc.
self-isolation for anyone
arriving in Australia from • Cancel Noosa Eat & Drink Festival after Federal
overseas. Government cancels mass gatherings, triggering
significant financial consequences – begin planning
17-19 March • Air New Zealand suspends for smaller event program.
direct flights from Auckland to • Source and offer free emergency supply of gloves
Sunshine Coast Airport, cutting
and masks to members.
off Sunshine Coast’s major
international market. • Create new central email point of contact for members
to streamline communication.
• Qantas and Jetstar cut
international capacity by 90% • Allocate a team member as liaison for each membership
and domestic capacity by 60%, sector to ensure strong lines of communication, with
severely impacting holiday regular contact, advice and support.
travel to Noosa.
• Regular communication, updates and support with
members via newsletters, Tourism Noosa Facebook page
20 March • Australia closes borders to
and sector contacts.
non-citizens and non-residents,
ending international travel. • Work with Tourism and Events Queensland on the Holiday
at Home campaign, highlighting bushfire-affected regions
21 March • Social distancing rules while borders remain open. Redirect campaigns to
imposed. available markets.
• Successfully approach Noosa Council for emergency
22 March • Non-essential businesses,
marketing funding to respond to crisis.
shops, clubs must close,
effectively shutting down • Offer free, one-on-one marketing audits to members.
the tourism industry for eight
weeks, including the usually • Join Noosa Council Business Roundtable, advocating
busy Easter period. for tourism industry.
• Restaurants open for takeaway • Liaise with State and Federal Governments on measures
or delivery only. to help tourism industry.
• Flights still restricted. • Reduce staff numbers, remaining staff reduce hours
and take leave.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 11
Section 12
2020 Timeline Tourism Noosa response
26-28 March • Queensland closes borders • Suspend paid marketing campaigns while continuing
to non-essential travellers for to present Noosa on organic platforms as a desirable
the first time in more than a destination for when borders re-open.
Century.
• Staff work from home to minimise health risks.
• Domestic flights to Sunshine
• Continue to update website pages and Tourism Noosa
Coast Airport suspended.
Facebook page and newsletters with advice and support
• Significantly reduced domestic for members.
flights to Brisbane.
• Partner with Eat Local Noosa to support local hospitality
• “Do not go on holidays. Do industry.
not travel unless absolutely
• Promote ‘buy local’ and convey other positive business
necessary” – Queensland
initiatives through social media strategy.
Premier Annastacia
Palaszczuk. • Continue to work with local business organisations
and Council.
April – May • Communities remain in
lockdown around Australia.
• Announce free base membership for 2020-21 to support
local businesses.
• International and domestic
borders remain closed.
• Plan new domestic marketing campaign to roll-out when
borders re-open.
• Flights remain grounded.
• Widespread stakeholder engagement to develop new
strategic plan for post-COVID recovery and beyond.
16 May • Stage 1 easing of restrictions • Target marketing to available audiences – drive and
in Queensland. regional Qld.
• Recreational day trips within • Support businesses with information re COVID Safe plans
Queensland up to 150km. for re-opening.
• Businesses can re-open with • Work with events to establish new timelines and
a COVID Safe plan in place. operations.
• Cafes, restaurants, pubs and • Work with Noosa Council on business recovery plan.
clubs re-open with a limit of
• Partner with Lonely Planet to be the only Queensland
10 diners.
destination featured on their Lonely Planet TV.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 12
Section 13
2020 Timeline Tourism Noosa response
1 June • Stage 2 easing of restrictions • Provide free ‘offer’ listings for members on
are brought forward in visitnoosa.com.au for 3 months.
Queensland.
• Release marketing recovery plan to stimulate tourism in
• Queenslanders can travel Noosa, targeting intrastate market. Take part in TEQ’s
anywhere throughout the state, Good to Go campaign, driving visitation during the
including overnight stays. June/July school holidays.
• Pubs, restaurants and cafes • Support Hastings Street Association COVID-safe videos.
can increase total number
• Provide free social distancing floor decal artwork for
of patrons to 20 in each
Noosa’s villages.
separate area.
• Provide business support with new COVID Safe plans
• Tourism experiences open
on re-opening.
under COVID Safe plans.
• Continue to lobby governments on behalf of members
4 June • Qantas announces and industry.
capacity will increase to
15% of pre-COVID levels
• Extend invitations to Queensland media to visit Noosa,
by end of June. securing a dozen famils.
30 June • Stage 3 easing of restrictions • Announce innovative Enter the Biosphere campaign to
announced. promote clean, green destination.
• Queensland’s borders will • Launch Noosa Trail Masterplan in conjunction with
open to all states except Noosa Council to improve trail facilities and boost country
Victoria from 10 July. communities.
• From 3 July, the maximum • Media famil with The Weekend Australian Magazine
number of customers for a results in 2-page feature on Noosa’s ‘hidden gems’.
business at any one time
• Re-open Noosa Visitor Information Centre under
will be determined by the
COVID Safe practices in time for school holidays.
4sqm rule.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 13
Section 14
HIGHLIGHTS
J U LY 2 0 1 9 - J U N E 2 0 2 0
HIGHLIGHTS
B R A N D M A R K E T I N G C A M PA I G N S
Brand campaigns throughout the year included
print and digital activity across a variety of media
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Members were given free access to a suite of digital A villages approach highlighted the strengths and
products to support their own marketing, enhancing experiences of various destinations through the region,
the consistency of Noosa messaging. including hinterland, river and beaches, while offering
marketing opportunities for collective areas.
With support from Tourism and
Events Queensland’s Holiday During the suspension of marketing activity due to
Here This Year campaign, our COVID-19 lockdowns, planning began for the new,
bushfire recovery marketing innovative Enter the Biosphere campaign to be ready
targeted the drive market, to roll-out once restrictions eased, providing agility
and we secured government around changing border and market conditions,
funding through bushfire planning inspiration for those still in lockdown,
recovery programs to support and a strong cut-through among intense competitor
the industry with targeted destination activity.
marketing programs.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 14
Section 15
HIGHLIGHTS
COV I D - 1 9 S U P P O R T FO R M E M B E R S
With the onset of COVID-19, Tourism Noosa quickly Our marketing focus ensured we were prepared for the
responded with wide-ranging support for our members. easing of restrictions and that Noosa would be top-of-
We established information pages on our website with mind for potential travellers. Other support included:
the latest government health advice and help, marketing
• Exposure for businesses through our consumer social
tips, grants and other financial information.
media channels, and promoting ‘buy local’
Staff were each allocated a sector to be a direct point
• Members were offered free base membership for the
of contact for support, and lines of communication were
coming financial year
strengthened through a new central email address for
support. Communication continued via direct meetings, • Over 30 free, one-on-one business marketing audits
industry newsletters and social media. and mentoring were delivered to members to help
assess their product and plan for the future
We participated in Noosa Council’s Business Roundtable
discussions, advocating for the tourism industry, and • We partnered with the new
worked closely with Tourism and Events Queensland, Eat Local Noosa website to
Government departments and relevant authorities to support local businesses in the
ensure our industry’s concerns were heard. food and beverage industry
• Specially designed floor decals
to encourage social distancing
were developed and artwork was provided free to
business associations and members. They featured
branding specific to various villages (Noosa Heads,
Noosaville, Noosa River Foreshore, Peregian Beach,
Sunshine Beach, Noosa Junction, Tewantin and
Noosa hinterland)
• Members were offered a free three-month listing on
the ‘Offers’ page on the Visit Noosa website
• Full page advertising in Noosa Today encouraged
locals to explore their own backyard and support local
businesses affected by border restrictions
• Partnership with IN Noosa Magazine supported tour
operators to reach a local audience
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 15
Section 16
HIGHLIGHTS
107K
Followers
S O C I A L M E D I A E N G AG E S
M O R E FO L LOW E R S
Engagement with social media followers was our focus on
Visit Noosa’s Instagram and Facebook platforms. We saw
growth across all major measurements despite challenges in
the final months of the financial year due to COVID-19 –
this began to improve again at the end of the year.
Tourism Australia (TA) and Tourism and Events Queensland (TEQ) continued to strengthen their support for us,
sharing our content with their followers. TA invited us to visit their Sydney headquarters for two days of sharing
insights and providing advice to lead our platform towards new and exciting areas. TEQ invited us to connect
with their social team to share insights about staying relevant in this ever-changing space.
Growth in social media measurements (average) on the previous year:
Engagement Post likes Post comments
Platform Following Reach (average) (average) (average)
107,000
Instagram 5.5m +3.1% +21% +50%
+11.7%
53,419
Facebook 3.7m +10% +97% +47%
+15.55%
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 16
Section 17
HIGHLIGHTS
T R E E S FO R TO U R I S M
S P R E A D S R O OT S
This project, in partnership with Noosa & District
Landcare and Noosa Council, supported tree
planting throughout the shire for land rehabilitation,
carbon emission reduction and the protection and
enhancement of koala habitat.
The Trees for Tourism Garden at Nancy Cato Park,
Noosa Heads was launched, and the first tree planting
took place thanks to donations and funds raised from Money also came from donations at
the Noosa Triathlon and Noosa Food & Wine Festival. networking nights and at the Noosa
All events sponsored by Tourism Noosa provided $1 per Visitor Information Centre, and Grill’d Noosa supported
participant to the program, recognising the economic the project through its Local Matters Jar community
and social importance that events bring to the local initiative. The Queensland Tourism Industry Council’s
community, while providing a chance to give back (QTIC) Destination IQ event also supported Trees for
environmentally. Tourism as part of its commitment to the environment.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 17
Section 18
HIGHLIGHTS
R E VA M P F O R N O O S A V I S I T O R
I N F O R M AT I O N C E N T R E
The launch of the revamped Noosa Visitor Information A free water refill station
Centre in Hastings Street heralded a new era for visitor was installed outside
services. From the exterior mural that acknowledges the centre in partnership
Noosa’s surfing culture as the 10th World Surfing with Unitywater, Noosa
Reserve, to the indigenous wall mural inside that Council and Tourism
showcases the Kabi Kabi’s dreamtime story, and Noosa. This water
the warm welcome of the team of volunteers, the fountain is part of the
refurbished centre offers unique local insights and global O Initiative project
inspiration. to help reduce single-use
plastic water bottle waste. We engaged local
Members’ brochures and Noosa products are
indigenous artist Bianca Beetson to paint the water
also showcased, and high-impact advertising
fountain in a striking design to depict the vibrant life
opportunities are available for members.
of Hastings Street and the beach precinct.
Through a partnership with Boomerang Bags Noosa
(part of a global movement to replace single-use plastic
bags), volunteer uniforms were recycled to make reusable
bags which are sold in the centre. Funds from sales went
towards an annual clean-up of the Noosa River with
Ocean Crusaders.
The centre adapted its operations to re-open under
COVID Safe practices to protect visitors, staff and
volunteers.
Tewantin’s Parkyn Hut Information Centre which is
supported by Tourism Noosa won the Queensland
Information Centre Association award for the best
visitor centre operated by volunteers.
M E M B E R S H I P CO N T I N U E S TO G R OW
Membership numbers increased 5% on the previous
year, reaching a record 692 members, representing
a broad cross-section of the tourism industry and
support services in Noosa and surrounds. To help the
industry during COVID-19, we announced that base
membership fees for the coming financial year would
be waived.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 18
Section 19
HIGHLIGHTS
E AT + D R I N K E AT + D R I N K
BEST OF
Noosa
The beach may be this town’s star player but Alexandra Carlton
reckons that the food scene is set to become its biggest drawcard.
M E D I A S P OT L I G H T
FO R B R E A K FA S T FO R S H A R E P L AT ES
ON NOOSA
VanillaFood Light Years
2/10 Lanyana Way, Noosa Junction 1 Sunshine Beach Road,
Creamy ceramics, pale wooden Noosa Heads
furniture and native flowers make With equally colourful outposts
visiting VanillaFood’s flagship café in Burleigh Heads and Byron Bay,
feel like you’ve stepped into an the Noosa arm of this trio of Asian
Instagram story. And the produce eateries is a riot of pink neon
from local suppliers like Voodoo and vibrant greenery. It’s also
bacon, Rawganix eggs and a gourmand’s paradise; the fried
Our visiting journalists program
NOOSA
HEADS Tanglewood organic sourdough cauliflower with a umami bomb of
NOOSAVILLE SUNSHINE BEACH
ensure everything also tastes “strange” sauce and a hit of herbs
as good as it looks. and toasted coconut must be,
vanillafood.com.au hands-down, one of the greatest
vegan dishes served in Australia.
brought relevant media to Noosa
FO R F I S H A N D C H I P S lightyearsasiandiner.com.au
PEREGIAN BEACH Noosa Boathouse
194 Gympie Terrace, Noosaville FO R C O FFEE
If you don’t eat fish and chips Clandestino Coffee
on the sand while shooing away 59 Rene Street, Noosaville
to experience a variety of our
seagulls, are you even on holiday? Inside the cavernous warehouse
Nowhere mixes laid-back with The elegant Noosa Boathouse is of Belmondo’s Organic Markets
luxury quite like Noosa, which primarily a sit-down restaurant in Noosaville’s industrial district
conjures both nostalgic summer and cocktail bar on the river but lies Clandestino Coffee, a temple
holidays and romantic, upscale it’s their takeaway window that of worship to the mighty bean.
members’ products. We curated
honeymoons. But in recent years brings crowds flocking like they’re The Taylor brothers have coffee in
the town, a two-hour drive north seagulls themselves. their blood – at their family’s café,
of Brisbane on Queensland’s noosaboathouse.com.au “I used to need to stand on a milk
Sunshine Coast, has made a name crate to steam the milk,” says
for itself as one of the country’s FO R V I E W S Jaxon, who now supplies to cafés
media famils to complement
most exciting food destinations. Season all over the region. Stop in for their
As you’d expect from a seaside 25 Hastings Street, Noosa Heads house blend or take a course in
spot the seafood is outstanding, There’s no shortage of breezy, creating latte art.
from reef fish to prawns to all-about-the-outlook venues clandestino.com.au
Moreton Bay bugs. Local beef, along Main Beach and Season is
activity focus such as wellness,
pastured in the lush hinterland, a classic. Of course, even classics FO R L AT E-N IG H T B I T ES
is also some of the best you’ll need a refresh from time to time; Village Bicycle
find anywhere. And the rich soil last year’s renovation brought 6/16 Sunshine Beach Road,
means fruit and vegetables, like a new bar and open floor plan Noosa Heads
the famous Noosa Reds tomatoes, to maximise views. The menu is The Black Keys and the White
sustainability, hinterland, food
explode with flavour. So next time a mod Oz medley leaning towards Stripes pump through the sound
you’re in Noosa be sure to pack Noosa’s popular Main Beach the tropical – think coconut- system, brash street-art murals
three things: swimmers, sunscreen (opposite) faces north, offering braised short ribs with tamarind. adorn the beer garden and on
and your biggest appetite. protection from large swells. seasonrestaurant.com.au the menu are burgers, tacos,
trails, bushfire recovery and
64 qantas.com/travelinsider qantas.com/travelinsider 65
villages.
Editorial features appeared
in national and regional
print, television and digital
publications including a 2-page
feature on Noosa’s hidden gems
in The Weekend Australian
Magazine (estimated media
value $400,000+), Geographical
UK Magazine, QWeekend,
Qantas Spirit Magazine,
Fairfax community papers,
News Ltd Saturday travel
pages, Queensland Weekender
TV, Out and About with Kids,
Queensland Magazines and
MindFood.
We partnered with Lonely Planet to be the only
Queensland destination featured on their Lonely
Planet TV, sharing video of the Noosa Everglades
with their 44 million viewers. The Sunrise weather
TV broadcast featured members talking about
wellness, healthy eating and why some of Australia’s
best athletes choose to live in Noosa. The broadcast
also launched the Noosa Eat & Drink Festival to a
national audience.
We attended the International Media Marketplace
forum, connecting with some of Australia’s best travel
and lifestyle media, and we regularly distributed
media releases about Noosa’s tourism products and
initiatives to travel media around Australia.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 19
Section 20
HIGHLIGHTS
T R A I N I N G A N D M E N TO R I N G FO R M E M B E R S
The expanded member training program offered the chance
to learn new skills and information, improve the guest
experience and business practices, lift profits and gain practical
environmental knowledge. Unique training opportunities
were developed with industry experts in response to member
feedback, offering topics including the Tourism Noosa-devised
Welcome to Noosa and revised Noosa Eco Check programs,
social media, website management, Facebook and Instagram,
Google Analytics and more. New member morning teas
provided an introduction to Tourism Noosa and our
initiatives for dozens of businesses.
We also supported training sessions offered by I N V I TAT I O N
other partners including Visit Sunshine Coast and the
Queensland Tourism Industry Council.
S O L A R FO R S T R ATA :
MASTERCL ASS
A NOOSA MASTERCLASS D E TA I L S
Industry training support D at e
Time
Tuesday 18 February 2020
8 to 11am
C at e r i n g Brunch
Although Noosa is a leader in many sustainability Cost Free
initiatives we are well behind the rest of Queensland
Venue RACV Noosa Resort
with the implementation of solar in the tourism sector.
Our member training program expanded to respond to the immediate needs
94 Noosa Drive
Noosa Heads
The economic benefits of solar are proven Host Sofie Formica
and compelling. It’s a no brainer! See over for
Keynote speakers
of the wider industry when we partnered with retail guru Brian Walker to Let Zero Emissions Noosa and Tourism Noosa help you overcome the
roadblocks to introducing solar power into strata titled buildings. Join other
local Sunshine Coast businesses, including Noosa Marina, Land and Sea
Brewery (Noosa), Heads of Noosa Brewing Co and Noosa Sun Motel in
host a seminar for retailers to boost business pre-Christmas. We also offered
reaping the financial benefits of solar power: R SV P by Friday 7 Feb 2020
• Receive advice and support to help manage your unit owners’
and stakeholders’ questions M O R E I N FO R M AT I O N
• Various funding options explained Anna Macklin – 0423 879 968
the inaugural Solar for Strata Masterclass in partnership with Zero Emissions
• Benefit from returns on energy use and reduced costs Juanita Bloomfield – 0407 533 479
• Improve property values with reduced operating costs
• Help Noosa achieve its target of zero net emmisions by 2026
Join us for this one-off event delivered by five solar and strata professionals.
Noosa to improve the take-up of solar throughout accommodation properties
A partnership event between Zero Emissions Noosa, Tourism Noosa and Noosa Council
to reduce energy use and operating costs.
F U N D E D E V E N T S AC H I E V E
S U S TA I N A B I L I T Y G O A L S
Our annual event sponsorship zero waste event and was used to
program supports events that attract encourage other events to achieve
off-peak visitation and enable their sustainability goals. The Noosa
geographic dispersal throughout Festival of Surfing in February also
the Noosa region. achieved excellent sustainability
benchmarks, with waste reduced by
We worked with Plastic Free Noosa
89% on the previous year. Sponsored
to ensure sustainability criteria Australia – planning was well under
events also contributed to the Trees
was implemented, minimising each way before it was postponed
for Tourism project.
event’s impact on the environment due to COVID-19. We worked
by reducing waste. The Wild Our program attracted new events with event organisers on plans to
Women Adventure Race in October including the Wellness Tourism re-establish the Noosa events
was celebrated as Noosa’s first Summit, the first of its kind in calendar when restrictions allow.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 20
Section 21
HIGHLIGHTS
N O O S A E AT & D R I N K F E S T I VA L E V O LV E S
W I T H FO C U S O N FO O D TO U R I S M
The Noosa Eat & Drink Festival was announced as an In September, the 2019 Noosa Food & Wine Festival
exciting evolution for the Noosa Food & Wine Festival, was announced as the winner of the Festival and Events
better reflecting the event’s support and celebration category (large) at the Sunshine Coast Business Awards.
of the wide range of local producers and suppliers.
The festival’s manager also took on the role of Tourism
The program was launched nationally.
Noosa’s Food Tourism Manager, reflecting our increased
We secured funding for the event from Tourism and focus on this important sector, working with stakeholders
Events Queensland, along with sponsorships from from across the region to further develop products and
partners and support from the local hospitality industry. experiences through Noosa’s food
With its forced cancellation only five weeks before the tourism industry.
2020 event, planning began on a calendar of smaller
events to be held throughout the year.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 21
Section 22
HIGHLIGHTS
N O O S A O N T H E G L O B A L S TA G E
Our extensive global program covered trade missions to key international
markets, international sales calls, training of trade specialists, hosting
visiting trade on famils, mentoring local members to help them work in
the international market, and marketing support for those already
in the global sphere.
We took part in Queensland on Tour trade roadshows with Tourism and
Events Queensland (TEQ) to the UK, Germany, France and Austria, meeting
hundreds of product managers, Aussie specialists, wholesalers and retail
travel trade to update them about the latest news from Noosa. We also
conducted a solo sales mission in the UK, delivering training sessions and
meetings to key wholesale teams. To support the Western travel agent
training program, we also attended Corroboree West.
We attended Australia Marketplace with Tourism Australia (TA) in North America,
a key source market for Noosa, meeting hundreds of agents from major suppliers including
Goway and Helloworld. The North American market delivered high value travellers with
visitation and spend trending upwards over several years.
The Australia’s Nature Coast partnership with Fraser Coast Tourism & Events,
Visit Sunshine Coast and Destination Gympie Region delivered a three-year strategy
and campaign activity across the UK and Europe in partnership with TEQ.
With travel restrictions in place, Tourism Noosa delivered virtual training sessions,
media updates and e-newsletters, updating the travel trade on Noosa’s export-ready
products to ensure Noosa is included in wholesale itineraries when borders re-open.
The travel trade is vital in reaching future international visitors who generally stay
3-5 nights and have relatively high spend on experiences. We work with partners
TA and TEQ and our UK representative the Sandra Leach Company to ensure
Noosa remains top of mind.
Mentoring for members
Tourism Noosa secured a $20,000 State Government
grant through the Building Better Regions Funding to
deliver an intense Industry Leadership Program to provide
members with mentoring, workshops and a roadshow
to Tasmania that demonstrated new thinking, packaging
opportunities, inspirational storytelling skills and sales
opportunities. Participants experienced ‘Best in Practice’ tourism offerings and analysed the
learnings to apply to their own tourism businesses, and had the chance to work together more
effectively. We also assisted in delivering the QTIC (Queensland Tourism Industry Council)
mentoring and Global Ready Industry Program.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 22
Section 23
HIGHLIGHTS
N O O S A T R A I L M AS T E R P L A N TO B O O S T CO U N T R Y CO M M U N I T I E S
Noosa’s tracks and trails received a positive boost
with the delivery of the Noosa Trail Masterplan,
a joint project between Tourism Noosa, Noosa
Biosphere Reserve Foundation, Noosa Council and
Noosa & District Landcare. It provided a strategy for
improving and upgrading the Noosa Trail Network
through the Noosa hinterland.
More than 40 community and trader groups were
consulted in drafting the plan which will improve
outdoor active experiences for visitors and locals,
benefit hinterland communities socially and
economically, and protect the natural environment.
To read this document please see www.visitnoosa.com.au/noosa-trail-masterplan
Executive Summary 1 Trails Strategy Overview
All strategies should lead towards growing visitation and
Located in the northern region of the Sunshine The following strategies have been identified as critical to
achieving an innovative evolution of the Noosa Trail Network economic opportunities along with an increase in community
Coast, Noosa Shire offers a range of outdoor inclusive of improved environmental, economic, tourism and usage and associated health, wellbeing and regional
active community outcomes while conserving indigenous liveability markers.
adventure opportunities. Trails are the fundamental The Noosa Trail Network has existed as a managed
recreational resource for more than 20 years, culture, flora, fauna and natural landscape values:
means to explore and enjoy these unique places, its establishment bolstered by upgrades and
maintenance throughout the ensuing years. However,
offering a multitude of experiences. with significant growth in outdoor active tourism,
especially in trail-based activities, and the flow-on
1. 2. 3.
opportunity for economic and nature-based tourism Wholesale redesigning and holistic Designation of, and planning for, Better coordination and
An extensive network of tracks and trails enhance development, the need to re-evaluate Noosa’s trails, master planning of the Noosa Trail the creation of a Trail Town Centre communication between land
outdoor recreation opportunities such as the Noosa infrastructure and trail support services is timely. Network with a focus on quality to formalise a focused hub for trail managers, government and non-
Trail Network, foreshore pathways and parklands, experiences and accessibility and network users with the specific government stakeholders, user
It is well recognised that a high-quality tracks and
facilitating social interaction, healthy lifestyles and connectivity for multiple user groups development of rider-centric services, groups and their representatives
trails network delivers substantial health and wellbeing
appreciation and protection of Noosa’s natural, (walkers/runners, off-road and back information and access to multiple in order to support the trail network
outcomes for residents of the Noosa region as well
cultural and community assets. These tracks and country cyclists, horse riders). trailheads. across management, sustainability,
as an opportunity for economic growth, especially
trails contribute to the lifestyle of residents and servicing and promotion.
for the tourism sector. A quality trail network equals a
the experience of visitors.
healthier community across many baseline measures,
Trails are an important feature of the region both and while the Noosa Trail Network benefits from
from a tourism and community health and wellbeing
perspective. The region is ideally situated to prosper
being hosted within world-class landscapes and
welcoming communities, the current status of the
4. 5. 6.
in the growth and economic benefits of trails. trail network requires significant improvement to Specific focus on the needs, wants Creating sustainable management, Identification of grant funding for
realise its potential. and facilitation requirements of users maintenance and funding models. near-future trail development.
The need for a Noosa Trail Masterplan is an important
according to each group’s specific
recommendation included in the Noosa Sport and The consultancy Common Ground Trails conducted
Active Recreation Plan 2018. The Masterplan is guided
activity, with a particular focus on
the initial research and development of the framework
by the vision outlined in that document, focused on for the Noosa Trail Masterplan which included mountain biking, walking and trail
creating “increased opportunities for everyone to extensive community and stakeholder consultation. running as strong growth areas.
participate in sport and active recreation, so they can TRC Tourism has further reviewed, revised and added
achieve life-long physical and mental health benefits.” recommendations and focus areas based on further
The Masterplan will directly respond to the
consultations and findings. 7. 8. 9.
recommendation to establish a framework for “the This document outlines the intent to grow, connect Supporting and enabling Kabi Kabi Identification of trail-based event Ongoing support and facilitation
future development, management, opportunities and and leverage on the current trails in the Noosa Shire tourism capability with cultural heritage opportunities and relevant ongoing of larger organised user groups
key actions necessary for walking and bike trails on with a particular focus on the Noosa Trail Network educational opportunities and direct support mechanisms to assist growth including attracting and servicing
the Noosa Trail Network.” which is located in the Noosa hinterland. tourism opportunities. in trail-based events. education-based and corporate
The Masterplan will also address the three guiding groups.
principles of the Noosa Biosphere Reserve, namely
economic development, education and learning,
and conservation.
10. 11. 12.
Wholesale redevelopment of trail Redevelopment of branding, Establishing stronger mechanisms
infrastructure including trail signage and promotion and supporting collateral for engaging and supporting local
interpretation across the network. for the Noosa Trail Network in order businesses critical to the success of
The Noosa Trail Masterplan is an initiative of: Supported by and in partnership with: to better represent the varied and the growing trail-based recreation
high-quality recreational offering in economy around the world.
a more focused, cohesive and
attractive manner.
NOOSA TRAIL MASTERPLAN | APRIL 2020 4 NOOSA TRAIL MASTERPLAN | APRIL 2020 5
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 23
Section 24
HIGHLIGHTS
PA R T N E R S H I P S S T R E N G T H E N O U R I N D U S T R Y
Tourism Noosa continually develops partnerships with major stakeholders to
strengthen support for, and the voice of, our industry. We secured a two-
year funding agreement with Noosa Council and worked closely with Council
throughout the year. We welcomed Cr Amelia Lorentson as Council’s observer
on the Tourism Noosa Board, and thanked Cr
Frank Wilkie for his previous time and input in
that position.
We strengthened our partnerships with
regional neighbours Visit Sunshine Coast
(VSC), Destination Gympie Region and Fraser
Coast Tourism; with VSC and Sunshine Coast
Airport through the Aviation Partnership; and
with industry bodies including Tourism and
Events Queensland, Tourism Australia and the
Queensland Tourism Industry Council.
C O N S U L TAT I O N I N F O R M S N E W S T R AT E G I C P L A N
Planning began for a new strategic plan to lead Noosa’s tourism
industry through COVID-19 recovery and into the next three years.
We undertook our most comprehensive
consultation to date, seeking feedback and
opinions from local industry and member groups,
community organisations, business associations
and stakeholders in Noosa and the wider
tourism industry. Results from the engagement
paper were shared with members and other
participants, and the final strategy will be
released later in 2020.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 24
Section 25
HIGHLIGHTS
N E T WO R K I N G FO R M E M B E R S
Bringing members together to network with each other, hear about Tourism Noosa’s projects and
learn about other member activity is a valued benefit of membership. Our monthly networking nights
which were held up until February when COVID-19 restrictions forced their cancellation, attracted a
growing number of members. Events included:
• A successful collaboration with the Cooroy
Chamber of Commerce and Country Noosa
producers
• Pre-networking night information sessions
including a marketing update and information
on the new website
• Opportunities for host members to provide
updates on their business
• Updates from members on special projects
including sustainability initiatives such as
beach clean-ups
• An opportunity to donate to Trees for Tourism
• Partnerships with events including the Noosa Festival of Surfing.
Events were held at venues around the shire including a collaboration with Visit Sunshine Coast
at Habitat Noosa, and the Christmas Party in conjunction with the Noosa Junction Association –
a plastic-free event.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 25
Section 26
HIGHLIGHTS
NOOSA CHAMPIONS GO
PLASTIC-FREE
The Plastic Free Noosa program came under Tourism Noosa’s
management, supported by Noosa Council, as part of our
tourism sustainability commitment. Program highlights:
• Worked with all events sponsored by Tourism Noosa
to reduce single-use plastics usage as part of their
sustainability guidelines
• Planning started for Plastic Free July, encouraging
businesses and the wider community to reduce
reliance on single-use plastic
• Worked with more than 220 businesses and events
• Eliminated more than 4.5 million single-use plastic
items from Noosa’s environment
• Worked with social enterprise and community
development organisation SevGen Indigenous
Corporation, BioPak and local Kabi Kabi artist Shauna
Hill to deliver a compostable takeaway coffee cup as part
of the global BioCup Art Series. This indigenous-designed
coffee cup was distributed around the world
• Grill’d Noosa supported Plastic Free Noosa through
its Local Matters Jar community initiative.
R E N E W E D F O C U S F O R AWA R D - W I N N I N G A D V E N T U R E C L U S T E R
Adventure and tour operators were brought together
under Tourism Noosa’s Adventure Cluster (formerly
Backpack Noosa), which has a renewed focus that
highlights environmental initiatives for operators and
their clients. The group partnered with our Plastic Free
Noosa program to reduce the use of plastics in their
operations, and to clean-up Noosa.
At the 2019 Adventure Tourism Awards Australia
& New Zealand, Noosa won Best Youth/Adventure
Marketed Destination for the second year in a row
(marketed through Tourism Noosa’s Adventure
Noosa group).
The group took part in famils and competitions including partnerships
with STA Travel Germany, YHA Melbourne and JUCY.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 26
Section 27
HIGHLIGHTS
COMMUNITY SUPPORT
We supported a wide range of community organisations • Partnering with Slow Food Noosa’s Snail of
and initiatives (many have been mentioned elsewhere Approval program and Plastic Free Noosa to boost
in this report), providing marketing support, staff and environmentally aware practices for food businesses
member participation, and honorary membership.
• Donating material to Boomerang Bags Noosa, selling
Highlights included:
their bags in the Visitor Information Centre and
• National Recycling Week activities donating proceeds back to them
• Trees for Tourism with Noosa & District Landcare • Working with Zero Emissions Noosa on the Solar for
Strata workshop
• Staff joining the Vinnies Community Sleepout to raise
funds for St Vincent de Paul • Promoting hinterland activities with Country Noosa
• Community clean-up activities • Noosa Biosphere Reserve Foundation
• Promoting Grill’d Noosa’s Local Matters Jar initiative • Noosa World Surfing Reserve committee for the
which raised funds for Trees for Tourism, Plastic Free dedication of Noosa as the 10th World Surfing
Noosa and SevGen Indigenous Corporation Reserve
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 27
Section 28
HIGHLIGHTS
M E M B E R S TA K E U P C O O P E R AT I V E
MARKETING OPPORTUNITIES
The cooperative marketing program invited members to join our
D I S C O V E R N O O S AV I L L E
marketing activities across print, digital and social media, with a
Only five minutes from Noosa Main Beach,
variety of affordable opportunities in national markets. We redesigned this beautiful river destination offers stunning sunsets,
open-air dining and craft breweries, specialty boutiques and calm,
advertising channels to further target audiences and deliver strong
crystal clear waters - perfect for swimming and water sports.
Noosaville is the perfect destination for families and friends alike.
return on investment for cooperative marketing partners.
Print opportunities including Australian Traveller, Qantas Magazine
and Peppermint Magazine were fully subscribed. Digital opportunities
included a fully subscribed village-themed social media campaign for
Noosaville (click-through rate of 1.4% out-performed industry standard 35% OFF STAY 3 PAY 2 CRAFT BEER & SPIRITS BUBBLES + CHEESE BUBBLES + COFFEE
R AC V N O O S A I V O R Y PA L M S R E S O R T ‘F O R T U N E’ N O O S A H E A D S R E G AT TA T W I N Q U AY S
of 0.9%), and an Australian Traveller digital campaign that was fully
*
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V I L L AG E S O F N O O S A
V I S I T N O O S A . C O M . A U / N O O S AV I L L E
Retreat to the Biosphere and restore life’s balance
in Noosa, a UNESCO Biosphere Reserve
PEPPERS NOOSA RESORT N O O S A M OV E S T E P H A N I E S O C E A N S PA JUNGLE & CO S E N S A U R A D AY S PA A L AYA V E R D E T R E E TO P C H A L L E N G E
& VILLAS NOOSA
S TAY 3 A ND SAV E UP TO 2 0 % * IN S P IR IN G P H YS ICA L ACT IV IT Y S PA E XP E R IE N CE S W IT H WO R L D ’ S F I R S T G U T H E ALT H B AR W E L L B E I N G S AN C T UAR Y I N THE NOOSA BIOSPHERE: AU S T R AL I A’ S H I G H E S T
FO R B E T T E R H E A LT H W E LLN E S S IN M IN D N OW I N N O O S A AN D M E L B O U R N E T H E H E AR T O F N O O S A B O O K YO U R F R O N T R OW R E T R E AT ADV E N T U R E PAR K
Poised on the hillside with Improving health and wellbeing Luxe spa location. Signature Jungle & Co is your one-stop-shop Nourish yourself at Sensaura In the midst of Noosa’s Our Adventure Park takes you
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28
Section 29
HIGHLIGHTS
K A B I K A B I I N D I G E N O U S T O U R I S M PA R T N E R S H I P
We worked with Kabi Kabi representatives on an indigenous grant submission to
develop an authentic indigenous tourism experience in Noosa. The grant would
provide a platform for Noosa’s local custodians to share their culture with visitors
and the local community while providing employment and training opportunities.
A video made for the Noosa Welcome marketing campaign featured Kabi Kabi
content. Indigenous artists were engaged to paint a wall mural inside the Noosa
Visitor Information Centre showcasing the Kabi Kabi’s dreamtime story,
and on the O Water Fountain in Hastings Street.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 29
Section 30
HIGHLIGHTS
D I G I TA L S T R AT E G Y I S A LWAY S O N
Planning began for the next evolution of our digital strategy
to significantly boost this activity and its performance, with
an ‘always on’ approach to ensure Noosa is top of mind for
travellers. A targeting strategy built enquiry and qualified
leads from off-season travellers , and diverse activities,
dining, art and shopping was highlighted with a village
focus on social media.
With the onset of COVID-19, a
specific social media and digital
strategy was developed in line with
best-practice recommendations
from throughout the tourism industry
with regards to content, timing and
tonality. We used our social media
channels to boost support for local
businesses that continued to operate
during this time.
I N D U S T R Y V O I C E F O R S U S TA I N A B I L I T Y
Tourism Noosa’s work in sustainable tourism achieved national recognition with team members
invited to participate in and present at a range of industry events, including:
• DestinationQ, Emerging Tourism Leaders Panel | The future
of the industry.
• Adventure Queensland, Youth Tourism Conference | Noosa’s
journey towards becoming a sustainable tourism destination.
• Destination Southern Tasmania | How tourism organisations
can successfully work with councils, members and other
stakeholders on achieving sustainability for the industry.
We were also represented in key community forums including the
Sustainable Tourism Reference Group, Teewah-Cooloola Working
Group and Zero Emissions Noosa management committee. We
partnered with local environmental groups including Noosa and
District Landcare and Noosa Integrated Catchment Association,
and supported community initiatives such as National Recycling
Week and Clean up Australia Day.
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 30
Section 31
HIGHLIGHTS
AV I AT I O N PA R T N E R S H I P Direct flights
The Aviation Partnership with Tourism Noosa, Sunshine Coast Airport and Visit
Sunshine Coast planned for the significant announcement of direct flights to the CNS
Sunshine Coast including from Cairns which is expected to bring $2.8 million in Cairns Airport
annual tourism spend to the Sunshine Coast and Noosa regions.
We attended the World Routes Aviation Conference in Adelaide with Sunshine
Coast Airport and Visit Sunshine Coast to meet with the global aviation industry
Sunshine
to discuss new flight path opportunities for the Sunshine Coast. Coast Airport
MCY
TO U R I S M N O O S A A N N UA L R E P O R T 2 0 1 9 / 2 0 31
Section 32
HIGHLIGHTS
D E D I C AT I O N O F N O O S A W O R L D S U R F I N G R E S E R V E
Noosa was officially declared the 10th World Surfing Tourism Noosa worked with the Noosa World Surfing
Reserve at a dedication ceremony in Noosa National Reserve Committee on the proposal to establish the
Park at the start of the 2020 Noosa Festival of Surfing, honour. The reserve is a 5km stretch from the river mouth
recognising the community’s surf and conservation to north Sunshine Beach and a Noosa World Surfing
culture that has protected the area for decades. More Reserve stewardship program has set out how it will
than 100 surfers, surf legends and environmentalists continue to be protected.
attended the ceremony, along with a delegation from
the international World Surfing Reserves and Save The
Waves Coalition.
Section 33
HIGHLIGHTS
REFRESHED NOOSA COUNTRY DRIVE
The Noosa Country Drive website profiles more than 100 hinterland
experiences. Work is in progress to refresh the program with greater
destination and stay opportunities. An updated Noosa Country Drive
map showcased more of Noosa’s hinterland areas, providing information
and inspiration for visitors to explore further in Noosa.
Experiences in the Mary Valley were added, following collaboration with
neighbouring tourism body Destination Gympie Region. Usage of this popular
publication has increased from 17,000 printed maps in 2015 to 60,000 maps.
NORTHERN LOOP
RA
N
IN
O
NOOSA COUNTRY DRIVE
W
B
BE
AC
Cooloola
AD
HR
OA
RO
TO TIN CAN BAY, D Cove
Y
BA
RAINBOW BEACH
N
CA
Boreen Point - Kin Kin - Cooran (100km day trip) MAP KEY & FRASER ISLAND
TIN
NORTHERN LOOP ACCOMMODATION HERITAGE RAILWAY
Boreen Point - Kin Kin - Cooran - Wolvi (146km day trip)
Toolara The Great Sandy Biosphere
NORTHERN LOOP CAMP SITE HORSE RIDING State Forest
Option 2 is home to the tallest and
most complete rainforests
RV PARK SHOPPING
CENTRAL LOOP growing on sand. It also
FOOD & DRINK SWIMMING provides the world’s best
Prepare for a paddock to plate experience, aquatic
SOUTHERN LOOP
observable example of
AD
RO
WESTERN LOOP BREWERY ABSEILING ancient sand dunes.
Y
BA
Mary Valley Drive
N
adventures, historic sites, creative communities, vintage
CA
WINERY HEALTH & WELLNESS
4WD TRACK
TIN
RAILWAY LINE LOOKOUT FARM GATE The Noosa region was declared a
Biosphere Reverve by UNESCO in
stores and scenic lookouts on this magnificent drive.
RAIL TRAIL HERITAGE SITE GOLF COURSE 2007. Adjacent is the Great Sandy
Biosphere - the world’s only two
adjoining biospheres.
Curra
State Forest
The Noosa Biosphere
Reserve is home to 2346
species of plants and over 44% of all
700 species of native animals - Australia’s Noosa River is
at least 49 of these are birdlife diversity the only river system
CENTRAL LOOP
internationally significant. resides within the in Australia that has
Goomboorian Noosa Biosphere. its entire upper
National Park catchment protected
in National Park.
61 different regional
ecosystems have
Un NTE
Explore the
CO
TAG
se
been identified within Noosa Everglades
aled R RO
U
Pomona - Cooroy - Lake Macdonald - Tinbeerwah (90km day trip)
IG
the Noosa Biosphere and Upper Noosa
ro AD
AN
ad
Reserve. River by canoe,
RO
KIN KIN RD
4WD BEACH
AD
Wolvi AY
boat, kayak or
MP
IE KIN KIN P A
W a ch on foot. Cooloola ACCESS TO
Be
GY Sandpatch RAINBOW BEACH
OL
ow
OM
Expect breathtaking views from lookouts, unique
AD Great
LO
inb
ON
Y RO
& FRASER ISLAND
Ra
Sandy
COO
Gympie N BA Mt
AR
4WD road to
CA CEDA SALMON AD National
O
Coondoo Park
TIN RP LOOKOUT
Harry’s
experiences such as silent movies, ghostly encounters
NEUSAVALE ROAD
OC
Mt Hut
KE T Wolvi
Uns
eal GY Noosa
Unsealed road
ed
R Everglades
MP
OA
roa
or historic sites on this unique drive.
IE K
D
d
E
RI V
IN KIN
D
The Mary Valley rewards with EEL
WH
a landscape patch-worked with UR
RD
Unsealed road FO
grazing cattle, macadamia farms, WAHPUNGA LA
rainforests, endless rolling hills NE Noosa is one
and quaint heritage towns. of 10 World
NO Surfing Reserves
OSA
IVE
around the globe.
RO DR Mill
R
AD D PA
EEL D
Point
R
GE
AD
Lagoon Elanda
IN
SI S T E R
K
Y RO
Pocket Woondum TREE CR Point
S ROA
UR WH
KIN
EEK
State Forest Mothar Mountain RO Lake
VALLE
AD
IE
P
Rock Pools
D
M
AD
GY ROA
D Cootharaba
BEACH FO
FLAT
LAKE FLAT RO
Teewah
MARY
LAKE
Kin Kin KINMOND
Coloured
The Noosa Trail Network CREEK ROAD
Sands
SOUTHERN LOOP
is a series of world-class,
multi-use trails for walking,
BRUC
mountain biking and Boreen
R OAD
Point VE
E HIG
horse-riding. I Teewah
R O AD
OLD BRUC E
DR
KIN KIN
O
HWAY
NR ZZ
BA TIO OAD
A
Woondum HA R
A J U NC
IS B
T
National Park Mt COO
POMONA
Doonan - Eumundi - Cooroy - Tinbeerwah (80km day trip)
LOU
Pinbarren
HI G
HW
TABLELANDS
AY
LOOKOUT
Traveston Hall’s
Reef
E
Discover tranquil lakes, an abundance of nature
Dagun LOUIS BA Z Z O D RIV
D
OA There are more
O NR Tewantin Ringtail
EST Cooran than 450km of
AV National State
TR
and wildlife, vibrant markets, indigenous encounters and
public bikeways
Ringtail Park Forest
Mt and walking paths Little
State Lake
Amamoor Cooran through the Noosa Hall’s
Forest Cooroibah Reef
Noosa Biosphere Reserve.
picturesque sunrises and sunsets atop a mountain lookout.
AD
Museum Yurol State
AMOO R R O
ROAD
CREEK
MA
Amamoor CO L ES Pomona Forest
State Tewantin
RY
RI
Forest VE Mt National
McK
R
Yurol Park Jew
NGA AM
Cooroora
IN
ON Shoal
State Noosa
N
D R IVE
Kandanga Forest Botanic Heads
DA
OLD
KA
N
BRU Gardens Tewantin Noosa
CE National National Sunshine
HIG Park Park Reefs
HW R Lake Mt Noosa River
LAKE MACDONALD D
AY Macdonald Tinbeerwah Tewantin
SWIF T
Noosaville Sunshine
BR
OAD
The text continues on section 34.