TOURISM NOOSA STRATEGY 2023-2027 · Report

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.