“We do not want to see Noosa loved to death but we do need a strong tourism sector,“ Noosa Shire Council CEO Scott Waters said in council meetings this month as councillors debated a new funding agreement between council and Tourism Noosa.
The agreement established an annual funding base for TN of $2.52 million with no further funding except for specific projects or events agreed between NSC and TN.
Deputy Mayor Frank Wilkie said the $2.52 million Funding and Performance Agreement replaces the existing agreement and would provide extra checks and balances.
“The new arrangements enable Tourism Noosa to balance our collective aspirations for Noosa as a community and destination after the adoption of the Destination Management Plan,” Cr Wilkie said.
Described as a key strategic document to be developed with the community, the DMP will inform Noosa’s future tourism marketing strategies and actions.
“The Destination Management Plan will help fine-tune Tourism Noosa’s role. But in the meantime, this agreement will provide certainty for TN to keep marketing Noosa to high-spending interstate and international visitors,” Cr Wilkie said.
The funding agreement comes with increased governance expectations with “a higher emphasis on NSC requirements, initiatives, value for money, reporting against the agreement and overall governance“.
A key governance requirement is for TN to report quarterly to NSC on expenditure against the objectives under the agreement, activities being undertaken and return on investment.
As part of this agreement TN will provide to council a workforce plan, updated annually, undertake an efficiency and effectiveness review and develop a four-year strategic plan in 2023 with annual operational plans, and explore alternate revenue streams.
Under the agreement TN is to set the direction for Noosa’s tourism industry to achieve marketing strategies that attract “high value-low volume visitation“ with a “sustainability program to uphold and enshrine Noosa values“.
Council wants recognition for its money and its media, marketing, communications and community engagement to follow council protocols.
The Mayor, Deputy Mayor and Councillors are to be afforded the opportunity to attend TN events and TN are to provide opportunities for them to access Regional Tourism Organisation, State Tourism Organisation, National Tourism Organisation events as well as trade and industry events, inclusive of Queensland Tourism Industry Council.
Council’s Environment and Sustainable Development director Kim Rawlings said the new agreement was underpinned by strong collaboration between council and TN on key Tourism Noosa documents and plans, including marketing and events strategies.
“The new agreement has been through a legal review and negotiated closely with Tourism Noosa,“ she said.
The agreement provides funding on a two year basis with a two year option. Council is expected to ratify the new agreement at Thursday’s Ordinary Meeting.
