TOURISM NOOSA STRATEGY 2023-2027 · Report

Page 2

GENERAL COMMITTEE MEETING                                                        13 NOVEMBER 2023


community empowerment, creates opportunities, and ignites collaboration beyond borders while
playing an extremely important socio-economic role. It benefits the entire country and is the catalyst
for trade and investment at a local, regional, state, national and international level. However, in
helping preserve that which preserves Noosa as an iconic Tourism Destination, conservation and
regeneration are an essential part of Noosa’s global brand – one which has been built and protected
by Tourism Noosa for many years.

A core requirement under Council’s current 4-year Funding and Performance Deed with Tourism
Noosa (TN), is the development of a four-year Destination Strategy. The Strategy is intended to
guide the future direction and efforts of Tourism Noosa team in supporting and shaping the visitor
economy in line with the shared values of the region. The Tourism Noosa Destination Strategy 2023-
27 presents strong alignment with Council’s vision and desire to shift toward regenerative tourism
and acknowledges the important harmony between community, the environment and visitors as
central to successful destination management. The Strategy is also a ‘living document’ and TN
acknowledges the need for review following the endorsement of the Noosa Council Destination
Management Plan for adjustment should it be needed, to retain the current
alignment. Tourism Noosa CEO - Sharon Raguse

Destination Noosa Strategy

In October 2023, Tourism Noosa engaged with Council Officers in an early review of its draft
Destination Noosa Strategy 2023 -2027.

Tourism Noosa's new document and process for its development demonstrates a genuine desire by
Tourism Noosa to align closely with Council’s destination management thinking and approach.
Tourism Noosa recognises that the important harmony between community, the environment and
visitors is critical to successful destination management.

In addition to Council Officers' feedback, the Draft TN Strategy was presented to Councillors as part
of a workshop with Councillors having an opportunity to provide feedback on the strategy.

The final Tourism Noosa Strategy is attached for Council's consideration.

Destination Management Plan

What is a Destination Management Plan?

As acknowledged by Tourism Noosa CEO - Sharon Raguse above, Noosa Council’s Destination
Management Plan will require a shift in mindset, as Noosa Council through its DMP seeks to achieve
better balance and harmony between its communities, their environment and visitors.

Whereas traditional DMPs tend to be developed from a ‘growth in visitor and visitor spend’
perspective, the Noosa equivalent takes a different approach that focuses on ensuring that Noosa
is a great place to live first and foremost where our residents and their place are the primary
beneficiaries of a successful tourism destination.

To achieve this, the Noosa Destination Management Plan is proposed to uphold, advocate for, and
enhance liveability for our community and and help drive and guide the transition of our destination
from a sustainable destination (a ‘do no more harm’ approach) to one of regeneration (a ‘leave the
destination better than you found it’ approach).

At the forefront of this approach is to achieve this in a way that continues to support, enhance and
deliver thriving local businesses and job choices for locals, balanced with providing and supporting
enriched experiences for visitors. where values align with those of Noosa residents - i.e., visitors that
travel for good.

Page 3

GENERAL COMMITTEE MEETING                                                      13 NOVEMBER 2023


Conscious of this approach, Tourism Noosa has shaped its Destination Noosa Strategy 2023 – 2027
as a step towards better alignment with Noosa Council’s future destination management approach.

Acknowledging that further variations will most likely be required on finalisation of the DMP, Tourism
Noosa's strategy outlines core values that drive Tourism Noosa as an organisation, the strategy is
structured around 5 key focus areas (pillars), the enablers to these, a clear set of deliverables and
measures for success:

Values
   •   Pursuit of Excellence and Innovation
   •   Natural Harmony and Stewardship
   •   Cultural Respect and Preservation
   •   Enriching Experiences and Wellbeing
   •   Authentic Community Engagement
   •   Accountability and Transparency

Focus Pillars

   •   Balancing the Visitor Economy
   •   Encouraging Regional Dispersal
   •   Tourism for Good
   •   Industry Development and Success
   •   Fostering World Class Events
The TN Strategy also includes a range of measures for success, including community sentiment.

As Council learns more and the DMP evolves, Tourism Noosa are committed to working with Noosa
Council to implement key actions and outcomes for which they will have carriage.

Longer term, and on delivery of a final DMP, Tourism Noosa acknowledges that further adjustments
to the their strategy will be required as part of their future Funding and Performance Agreement with
Noosa Council.

Status of DMP Process

A comprehensive six-week Community Engagement Process has just been completed, utilising the
following methodologies to capture residents’ feedback on the Discussion paper and themes :

   •   Detailed Survey (detailed)
   •   Thematic Survey (short)
   •   Facilitated Workshops
   •   Stakeholder Presentations
   •   Coffee Chats
   •   Email Submissions
The extensive information received through this process is now being reviewed and analysed and
will be discussed with Council in the coming weeks.

Page 4

GENERAL COMMITTEE MEETING                                                        13 NOVEMBER 2023


Link to Corporate Plan
Theme No. 4. - Future

This theme is focused on our future, strengthening our relationship with First Nations peoples and to
ensure our community is prepared and resilient to change. A focus on youth, climate resilience and
adaptation, sense of place and destination management.

Objective 4.2 Complete and implement the Destination Management Plan in partnership with the
community and Tourism Noosa to protect Noosa’s quality of life, environment and iconic places
through planning for sustainable tourism and managing visitation and events.

Previous Council Consideration
Ordinary Meeting 20 April 2023
That Council note the report by the Chief Executive Officer to the Services and Organisation
Committee Meeting dated 11 April 2023 regarding the Tourism Noosa Funding and Performance
Deed and
A. Authorise the Chief Executive Officer to execute the Funding and Performance Deed provided at
Attachment 1 to the Report;
B. Authorise the Chief Executive Officer to make changes to the Funding and Performance Deed
prior to executing the Deed as required; including
i. TN will ensure that its Strategic Plan, Marketing Plan and Events Strategy are consistent with key
aspirations and positions of Council articulated in the Corporate Plan 2023 – 2028, relevant Council
Strategies and Plans and the DMP, in the event the DMP is adopted by Council within the term of
this agreement.
C. Confirm the release of funds as per the report for the 2024 and 2025 Financial Years.
Finance
Council currently provides a financial commitment via the General Rate of $2.52M per annum
exclusive of GST under the Funding and Performance Deed.
Risk & Opportunities
The new funding and performance Deed with Tourism Noosa provides much greater opportunity for
collaboration and alignment between Council's strategies and direction and Tourism Noosa's
strategy and direction.

Given the DMP is still in development and we have just completed comprehensive community
consultation there is some risk of community perception that the TN strategy may not be completely
reflective of Community sentiment or DMP direction. TN however are required under the Deed to
have a strategy in place by end of December 2023 to guide the direction and operations of the
organisation. TN are aware and have acknowledged that their strategy may require review once the
DMP is developed.
Consultation
External Consultation - Community & Stakeholder
Tourism Noosa
Internal Consultation
Departments consulted:

     Office of the CEO, Mayor &         Community Services                Corporate Services
             Councillors
 x      Mayor & Councillors       x    Director                    x     Director
 x      Chief Executive Officer        Community Development             Financial Services
        Executive Officers             Sport & Active Lifestyles         Fleet

Page 5

GENERAL COMMITTEE MEETING                                                      13 NOVEMBER 2023


       Community Engagement                Arts & Culture                Revenue Services
       People & Culture                    Community Connection          ICT
       Governance                          Customer Experience           Procurement

                                                                         Commercial Property

     Strategy & Environment              Development & Regulation       Infrastructure Services
 x     Director                      x     Director                 x    Director
       Strategic Land Use Planning         Development Assessment        Infrastructure      Planning,
                                                                         Design and Delivery
 x     Economic Development &              Local Laws                    Civil and Asset operations
       Destination Management
       Environmental Services              Environmental Health          Waste
       Innovation & Digital Hub            Building & Plumbing           Building & Facilities
                                           Property / Permits            Disaster Management