The role of tourism in Noosa is often a topic of great community interest and lively debate. Understandably, residents are passionate about preserving Noosa’s unique character and quality of life, particularly during those times when we must navigate the challenges of hosting a thriving visitor economy.
Tourism Noosa operates with a clear mandate to promote sustainable tourism practices to position Noosa as Australia’s most sustainable holiday destination and to provide economic benefit and value for our members, our community and the tourism industry.
Noosa is indeed a cherished place to live, work, and play. Tourism, while a significant economic driver, must align with the values and expectations of our community. Tourism Noosa and Noosa Council acknowledge this and work together to deliver the initiatives needed to balance economic benefits with the preservation of Noosa’s unique environment and lifestyle.
The board and staff of Tourism Noosa acknowledge and respect the long history of environmental protection by passionate people and groups such as the Noosa Parks Association. As locals ourselves, we are equally committed to preserving and celebrating the natural beauty of the Noosa region.
Through embracing Noosa’s environmental stewardship, we continue to enhance Noosa’s reputation as a globally recognised sustainable destination and a credible leader in decarbonising travel and tourism – principles also underpinned by Noosa’s proud UNESCO Biosphere Reserve status.
Tourism Noosa receives annual funding of $2.52 million from Noosa Council, as per the most recent Funding and Performance Agreement ratified in April 2023.
Over the past 10 years, council funding of $2.52m has not changed. The amount has remained the same without any allowance for CPI, meaning that council’s funding has, in real terms, reduced over that same period by around $700,000.
Historically, Noosa Council implemented a Tourism and Economic Levy which applied to all commercial businesses (including short-stay accommodation like Airbnb) to fund a range of tourism initiatives. This levy was accounted for clearly in council’s financial reporting until July 2021 when a new model of reporting was introduced by the council.
From 1 July 2021, council resolved that tourism and economic development activities should be funded by general rates rather than through the continuation of a separate levy. The amount of revenue collected and subsequently spent on delivering these services remained unchanged, however this revenue is now reported as general rates. (Noosa Council Annual Report 2021- 2022).
Changes in the funding model and council’s financial reporting have led to the current arrangement where the council provides direct funding to Tourism Noosa from its general budget, which also includes commercial business rates and a long list of other tourism-related fees and charges.
Notably, while business rates, fees and charges have increased over time, yielding greater revenue for council, funding of Tourism Noosa has not.
Noosa Council collaborates with Tourism Noosa to ensure that our activity aligns with the community’s values and environmental sustainability. While Tourism Noosa operates independently as a public not-for-profit company, it is guided by a council-endorsed four-year Tourism Strategy and the funding agreement with Noosa Council.
Council maintains oversight of our activity through specific performance measures and quarterly reporting obligations and Tourism Noosa is independently audited and benchmarked to ensure eDiciency, eDectiveness and accountability.
Tourism is a cornerstone of Noosa’s economy, generating a third of our Gross Regional Product and supporting thousands of local jobs. Chances are, in every street in Noosa Shire, someone is working directly or indirectly in tourism. In fact, one in seven jobs is attributed to tourism which includes businesses, from cafes and restaurants to tours, experiences and retail, and many more businesses not thought of as tourism businesses.
A well-managed tourism industry supports the livelihood of so many of our local families and underpins the services and amenities enjoyed by both residents and visitors.
The conversation about how tourism in Noosa evolves is important. Tourism Noosa and Noosa Council, the business community and residents must continue supporting each other to ensure the right balance is achieved. Transparency, consultation, and well-informed engagement are key to creating Noosa’s sustainable and harmonious future.
Our data-driven marketing to visitors whose values align with our own, encourages oD-peak visitation to mitigate impacts on the local community.
Data from Tourism Research Australia highlights that increased investment in marketing by other regional destinations across Queensland is seeing their marketshare of high-yielding interstate holidaymakers increase. Without strategic brand management and positioning, Noosa’s high-value travel market has the potential to diminish, and this is already happening. This would likely lead to a rise in short-stay visitors and day-trippers from Southeast Queensland, driving down accommodation rates, worsening traDic congestion, and placing greater strain on local infrastructure—factors we must carefully manage to maintain Noosa’s appeal and liveability.
While the Tourism Noosa team remains focused on diversifying revenue streams, continued investment by Noosa Council and a supportive community are essential to ensure the Noosa brand continues to align with our community values and we maintain a competitive presence in the market enabling our community to continue to thrive.
The enviable array of Noosa’s lifestyle choices (commercial and free) is available to us largely because of a healthy tourism sector. This deserves to be defended with the same passion and vigour we apply to protecting our natural environment and lifestyle.
