A new 12-month funding agreement has been determined by a local council for its tourism marketing body.
At a special meeting, Noosa councillors scaled back funding for Tourism Noosa from $2.52 million to $2 million for the next 12 months, with events management and funding being transferred from the tourism body back to the council.
A council press release said this was to also allow time for the tourism body to refine its marketing focus, find efficiencies and for council to finalise Noosa’s first Destination Management Plan (DMP).
“Councillors acknowledge the role Tourism Noosa has played in our community but want to ensure any future funding is aligned with and informed by the DMP,” Mayor Frank Wilkie said.
“The DMP was commenced to map out how Noosa can retain its identity as a highly desirable and liveable community while managing its success as a visitor destination.
“Community feedback from the first phase of the DMP indicated Tourism Noosa ought to be transformed and the decision on the funding deed signals the start of this transition.
“This revised one-year agreement, in place until June 30, 2026, will also include new KPIs related to identifying new revenue sources.”
Cr Wilkie said the council was committed to ensuring future funding agreements included consultations with industry, stakeholders and residents.
“The events strategy will identify the types of events Noosa hosts and their frequency, plus ensure impacts on community amenity are balanced with community benefit,” he said.
“There is scope to amend details of the agreement should council finalise the DMP earlier than expected.”
Cr Wilkie acknowledged there were mixed views within the community on the role and funding of Tourism Noosa.
“It’s important that our community has input on Noosa’s tourism future and how we best manage the destination as part of the next phase of consultation for the DMP, likely to commence within the next few months,” he said.
Cr Wilkie said Tourism Noosa was not funded by residential ratepayers, but rather through an increased rate in the dollar applied to commercial properties.
“The Tourism Levy that was paid by all commercial, industrial and transitory accommodation businesses was replaced in 2021 with a higher rate in the dollar for those same properties,” he said.
“Tourism Noosa’s traditional focus has been to proactively target high-spending interstate and overseas travellers, who tend to fly in, don’t contribute to traffic congestion and contribute $2000-plus per day, compared to day visitors who spend $120 per day.”
Cr Wilkie said council will work with Tourism Noosa to ensure community and council expectations are met.
“A strong visitor economy is critical to our shire because it supports a significant number of jobs – around 4900 – plus it grows local business and benefits our community, but it is equally important that the organisation continues to remain contemporary and responsive to industry and community expectations,” he said.
Sunshine Coast News approached Tourism Noosa for comment.
