International visitor spending in Noosa has hit a record high of $131 million, an 11 per cent increase on 2024 and 35 per cent above pre-COVID figures, marking not just a full recovery, but remarkable growth.
The region is experiencing a strong upswing in overseas tourism, with record results across key global markets and growing appeal among high-value travellers.
Visitor nights also hit new highs, with just over 1.1 million international travellers staying longer in Noosa – a 20.1 per cent increase pre-COVID.
Tourism Noosa chief executive officer Sharon Raguse said the results are a testament to the organisation’s consistent international strategy.
“We’ve maintained strong global relationships and trade activity through challenging times, and it’s now paying off,” she said.
“Noosa’s appeal as a premium, nature-led destination with real sustainability credentials continues to grow.”
New Zealand and the UK continue to lead growth, while European markets are delivering strong gains.
New Zealand achieved record spend at $39.2 million, up 33 per cent year-on-year, surpassing both 2024 and 2019 levels in spend and visitor numbers.
The UK also delivered record highs, with 50,000 visitors and total spend almost doubling since 2019.
European markets are showing significant growth, with Switzerland leading in spend at $11.7 million, overtaking Germany as Noosa’s top-spending European market.
Scandinavia delivered 63,000 visitor nights, now surpassing Germany in visitation. The Netherlands and France also remain key focus markets for growth into 2025–26.
International trade manager Vynka Hutton said Tourism Noosa continues to invest in long-term trade relationships, with dedicated international marketing and agent training in all key markets.
“This includes regular communication with trade partners, product and itinerary training, and updates on how to best sell Noosa,” Vynka said.
“Over 500 agents and product managers have been trained this year, and more than 200 have experienced Noosa firsthand through hosted trade visits.
“We’ve welcomed key inbound tour operators including Flight Centre, Across Australia, Southern World, Pan Pacific, Alquemie, Travel Essence and more, helping grow the range of Noosa product in global booking systems. We also maintain our in-market representation to continue strengthening brand awareness across the UK.”
In New Zealand, a winter consumer campaign with House of Travel (14–25 July) has reached more than 700,000 consumers across print, digital, social and in-store. The activity aligns with Tourism Noosa’s seasonal campaign and direct flight services with Air New Zealand and Jetstar to the Sunshine Coast.
In the UK, major campaigns have included partnerships with The Times UK leveraging the British and Irish Lions tour to Australia and NRMA Ashes Cricket, alongside conversion-focused activity with UK wholesale partners.
Winner of The Times UK competition for a trip to Noosa before seeing the British and Irish Lions play, Vincent Matich said, “We are still glowing from our time in Noosa and beyond.”
“As a destination Noosa was warm, friendly and sunny. We absolutely loved the Coastal Walk (Noosa National Park), the variety of food outlets and the relaxed nature of the town.
“We would have absolutely no hesitation in recommending Noosa to any and everybody contemplating a trip to Australia.
“There was so much to do and see, the perfect place to relax and unwind. To describe Noosa in three words is not an easy ask, but here goes.
“Tropical, friendly, relaxed. It certainly was the trip of a lifetime and will live long in the memory.”
Tourism Noosa works closely with Tourism Australia and Tourism and Events Queensland, with a continued focus on attracting high-yield, nature-led travellers who align with Noosa’s values of sustainability, community and regenerative tourism.
“We continue to focus on value over volume, welcoming travellers who take time to explore, connect with nature, and appreciate what makes Noosa special,” Sharon said.
“There’s growing interest in destinations that care for their environment and community, and Noosa is proud to be part of that movement.”
