Noosa Council gives green light to $2.52m in tourism funding

The Noosa Council is demanding for more bang for its buck as it inks a new funding agreement with the region’s peak tourism body.

Noosa Council will continue to fund the tourism body tasked with promoting its region, but a set of new demands have been written into the funding agreement.

The new guidelines for Tourism Noosa include developing an annual marketing plan, “a regional dispersal strategy” – which means dispersing tourists between the coast and the hinterland – collaboration with the Sunshine Coast Airport and adhering to a destination management plan that is still in development.

The tourism body will do all this, and more, on a $2.52m a year budget.

Tourism Noosa acting chief executive Susan Ewington said in the 2022-23 financial year, the council had granted the tourism body $2.52m plus an additional $125,000.

The council is the primary funder of the tourism body.

The agreement was given the green light by councillors during an April 20 council meeting.

Under the new agreement, Tourism Noosa has been tasked with “dispersal” of tourists between the coast and the hinterland.

The annual funding will be paid in two instalments and the council is also encouraging Tourism Noosa to find alternative revenue streams.

Ms Ewington said the organisation would continue to market to interstate and international markets.

Susan Ewington from Tourism Noosa presenting to media in Sydney.

“These high-value travellers spend more and stay longer in the region,” she said.

“Council’s destination management plan is still being developed so we are unable to comment on that at this stage.”

She said alternative revenue streams were “still a work in progress” and a “digital-first” approach would play a part in future strategies, as well as using Tourism Noosa’s own media channels to their full potential.

“While an increased budget is always desirable, our team is very resourceful and will continue to be agile and creative with our marketing initiatives,” Ms Ewington said.

Tourism Noosa will explore alternative revenue streams in the new funding arrangement with the Noosa Council.

Council environment and sustainable development director Kim Rawlings said the council’s funding agreements with Tourism Noosa had always included reporting requirements.

“The new agreement, which we worked closely with Tourism Noosa to develop, is an evolution of that arrangement,” she said.

“Many of the plans identified in the document Tourism Noosa already has or is developing.”

The director also said the agreement introduced performance measures and more frequent reporting obligations.

“It provides for quarterly reporting as opposed to every two years under the former agreement, which means greater accountability,” Ms Rawlings said.

Lions hand Noosa Council petition about carparking near Hastings St

The director said Noosa had “long been a very successful” tourist destination.

“The destination management plan is a means of managing Noosa’s success, to ensure that we are not loved to death and that the very qualities that make Noosa such a popular holiday destination and place to live, are protected from over-tourism,” she said.

Deputy Mayor Frank Wilkie said the destination management plan would “help finetune” Tourism Noosa’s role.

Originally published as Noosa Council gives green light to $2.52m in tourism funding