STAKEHOLDER ENGAGEMENT FINDINGS 2020 · 2020. 11. 18. · and strategic framework; to provide an active network between local organisations, government authorities and peak body associations

• STAKEHOLDER ENGAGEMENT FINDINGS 2020

Tourism Noosa’s Role . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Tourism Experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

Focus Groups Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

C O N T E N T S

S TA K E H O L D E R E N G AG E M E N T F I N D I N G S 2 0 2 0 2

With the onset of COVID-19, Tourism Noosa identified that the current Strategic Plan (Tourism Strategy Noosa 2017-2022) which guides the focus for the organisation, is no longer relevant in the current environment. The Tourism Noosa Board and the team embarked on developing a new strategic vision for the future leadership and management of the tourism industry in our community. The plan will set a clear strategic vision to take the industry forward over the next two years as we rebuild post COVID-19.

We sought the opinions, thoughts, ideas and needs of our membership, the wider tourism industry and Noosa community throughout the strategy engagement period, including a consultation paper that covered the areas of Tourism Noosa’s role, Marketing, Community, Events and Tourism experiences.

The results of that consultation, along with feedback received through a series of meetings and focus groups with industry stakeholders, and engagement with the Noosa Council, will inform the Tourism Noosa Board when formulating the Destination Noosa Strategy 2020-2022

This document contains results from the consultation paper and a selection of supporting statements from participants. Tourism Noosa would like to thank everyone involved in the engagement process and we look forward to sharing our vision for tourism in Noosa with you soon.

I N T R O D U C T I O N

+ One-on-ones

Full survey

• TN sponsored events • Business events

• Mayor• Noosa Councillors• Noosa Council CEO – Brett de Chastel

• Hastings Street Association• Noosa Junction Association• Noosaville Business Association• Sunshine Beach Association• Peregian Beach Association• Tewantin Traders Association• Cooroy Chamber of Commerce• Noosa Chamber of Commerce• NSTAA

• Heart of Pomona• CARA - Cooroy Residents Group• Kin Kin Traders & Community Group• Country Noosa

• Kabi Kabi Aboriginal Peoples Corporation

• Queensland Parks & Wildlife [QPWS]• Noosa & District Landcare• Noosa Biosphere Reserve Foundation [NBRF]• Plastic Free Noosa• Noosa Integrated Catchment Association [NICA]• Noosa Parks Association [NPA]• Zero Emissions Noosa [ZEN]• Noosa World Surfing Reserve

• Tourism Australia• Tourism & Events Queensland• Queensland Tourism Industry Council• Minister for Innovation and Tourism

Industry Development• Destination Gympie Region• Sunshine Coast Airport• DR Tourism

• Sandra Leach Representation• TA North America• Pinnacle Marketing• TQ Western Markets• ATEC• ITOs

• Peregian Beach Digital Hub• Innovate Noosa

• Slow Food Noosa• Food Agribusiness Network• Ogilvie Group• Noosa Farmers Markets• Noosa breweries

Tourism Noosa

Members

600+

Tourism Noosa Board Noosa Council

Indigenous

Events Sector

Environmental Groups

Community Groups

Business Associations

Tourism Stakeholders

Members

International

Key Community & Media

StakeholdersArts sector

• Cooroy Butter Factory• The Majestic• The J• Noosa Arts Theatre• Noosa Regional Gallery• Peter Philips Gallery• The Eumundi markets

Member focus groups

+ One-on-ones

Full survey

+ Focus groups

Full survey

Full survey

+ One-on-ones

Full survey

Full survey

One-on-ones

+ One-on-ones

Full survey

• Drew Pearson – Chairman• Richard Stephens – Deputy Chairman

Board members:• Dan Neylan • Darren McClenaghan• Erina Kilmore• James Kendall• Louise Formosa• Michelle Mason• Nick Heath

One-on-ones

Creative Industries

Food and Drink

Sector

+ Focus groups

• In Noosa magazine• Noosa News• Noosa Today

+ One-on-ones

Full survey

+ One-on-ones

+ One-on-ones

Full survey

Full survey

+ Full survey

3

S TA K E H O L D E R C O N S U LTAT I O N M A P

C O M B I N E D E N G AG E M E N T B Y S E C TO R (Completed survey + focus groups + one-on-one meetings)

TN MEMBERS

99

NON-TN

31

76%

24%

S U R V E Y R E S P O N D E N T S

236 took a sneak peek at the survey and over half chose to take the time to complete. Out of this, 99 were our TN members and there were 31 non-Tourism Noosa members interested in the future of Noosa’s tourism industry who took the time to complete.

REVIEWEDSURVEY

236people

COMPLETED

DID NOT COMPLETE

130

106

2 Food and beverage

3 Tours

11%21%

1 Accommodation

14%

12%

9%

8%

6%

5%

4%3%

2

14 Weddings

13 Events

12 Community groups

Professional services 4

Other 5

Environmental 6 groups 6

Business 7 associations 6

Noosa Council 8

Retail 9

Wellness 10

Arts sector 11

4

1 22

TO U R I S M N O O S A ’ S R O L E QUESTIONS 2-19

Q2 Please provide an overview of what you believe Tourism Noosa’s role is:

Survey respondents’ statements:

• Marketing Noosa as a tourism destination, helping ensure the visitor experience matches expectations through industry development

• Primary role is destination marketing to increase visitation, yield and overall economic benefit to the region

• To provide information on our region and highlight our local destination product; to assist and advance the professionalism of member organisations, and identify and promote local events to regional, national and international markets; to work with industry leaders and create responsive and outcome-based action plans and strategic framework; to provide an active network between local organisations, government authorities and peak body associations

• Supporting tourism operators for the region, marketing Noosa as a destination, networking a community of businesses together

• Provide support and assistance to local tourism industry and businesses, along with showcasing the region; providing information to assist travellers visiting the region and connecting within local industry suppliers, establishments, venues, operators and the destination

• To develop and execute a marketing plan for Brand Noosa that showcases its members’ business offers and appeal, along with the natural wonders, people and history of the region

• To market Noosa as a holiday destination domestically and abroad, to support Noosa’s businesses and foster those that enhance the Noosa brand. To provide leadership, advice and support to their members

• Custodian and protector of the Noosa destination brand – destination marketing and experience development (product and delivery based on market expectations) – inclusive, sustainable

• To be the leaders in collaboratively setting a vision for sustainable Noosa tourism, and the conduit between the industry and other stakeholders for achieving the vision

• To find the best way to increase tourism dollars with the least impact on the environment and community’s lifestyle and to effectively communicate this to members to inform and inspire us to find innovative ways to guide our businesses to achieve these common goals as a collaborative group

• Promote Noosa as a world-class destination, support development of the industry in a sustainable and equitable manner

• I see Tourism Noosa’s primary role as supporting their members to better promote and market their products and services within Noosa. In addition to this Tourism Noosa plays a key role representing its members’ best interests at a local, state and federal level. To achieve these joint aims Tourism Noosa needs to continue to make decisions in the best interests of Noosa for both the present and future sustainability

• To market the tourism attractions and attributes of Noosa Shire to various segments of the intending visitor cohort – local, interstate and overseas. To liaise with the industry players locally, so as to maintain standards and ensure the product on offer is diversified, relevant and of the highest standards. Finally, and perhaps most importantly now, to DEVELOP the tourism offering, so as to bring in new tourists, most especially those seeking nature-based and eco-tourism experiences, which are the most authentic of all

TO U R I S M N O O S A ’ S R O L E

6


• Destination marketing activity in key international and domestic markets has been effective historically. TN has always demonstrated strong industry leadership and a strong focus on stakeholder engagement

• As a business owner, being kept informed about the bigger picture on Noosa is valuable. Opportunities for collaboration, networking opportunities, showcasing our businesses etc. are also great

• Yes: has maintained well-informed visitor centres; good marketing plan to national consumers; established best practice benchmarks in certain sectors

• No: lack of consultation with volunteers at the visitor centres; networking within mainly hospitality industry; it would be good to widen scope of consultative partnerships and engage with more stakeholders; lack of follow through on several major initiatives

• Innovative, efficient management and leadership of Noosa as a unique, high value destination for regional and international visitors. Thoughtful but evolving attention to sustainable tourism initiatives and natural/ resident concerns

• Enthusiasm, pride and awareness of the strengths of our region are obvious in the culture. Project inertia operationally has been an issue at times

• In recent months the significant shift towards basics (member, marketing, brand) and communication (member, stakeholder groups, Council) is evident and should be applauded

• TN social media presence is indicative of the brand of Noosa, highlighting what Noosa offers to visiting guests and locals. I know TN does a lot internationally and in the markets interstate that is beneficial for attracting new tourists. The tourist information centre is a brilliant asset to Noosa I feel TN supports its members and provides a great support network, particularly in our hospitality industry

• The Eat and Drink Festival attracts people from all over Australia and beyond. The newsletters provide great information for accommodation providers. The marketing campaigns highlight our area. The networking evenings provide an opportunity for locals to meet other businesses that may or may not be an advantage to their business. All of the above provides employment for locals and helps to boost local economy

• One of the leading LTOs – Strong brand – Strong membership. Think TN has been caught in the politics and the way has been a little lost. Not proactive with getting in front of issues (not talking about COVID)

• Absolutely! TN operates very professionally and understands the culture of Noosa. It has always demonstrated a readiness to support a sustainable tourism industry in all senses of the word (environmentally, socially and economically). It is supported by industry participants, otherwise they would burr up about paying the Tourism Levy

Q3 Do you see benefit in the work that Tourism Noosa performs? If you answered YES – what aspects do you think work well? If you answered NO – please tell us why you think that way.

Yes

No

93%

7%

Answered: 129 Skipped: 106


7

Answered ‘No’: 2 enviro groups / 1 accom / 2 professional services /

1 wellness / 1 events / 1 other

Survey respondents’ statements cont:

• The VIC speaks for itself. The volunteer team and all very knowledgeable and do a marvellous job. The various Tourism Noosa events and regular meetings are a great way of integrating disparate businesses together to work harmoniously for the betterment of our region. I am not sure how much lobbying is allowed/done, but I am sure Tourism Noosa has a hand in decision-making aspects of local government

• Yes. The numbers speak for themselves. The brand is widely known and highly regarded. The membership is highly engaged

• It was heartening to see Tourism Noosa fund the Plastic Free Noosa initiative and embrace more sustainable events. Up until that time I believed Tourism Noosa was part of the problem, where I now see the organisation becoming more solutions based. COVID-19 has set us back tremendously in terms of plastic use. I also like the tree planting program with Landcare

• Tourism Noosa has played an active role in marketing a clean, green image to tourists but has also assisted and guided business improve their sustainability measures and encouraged them to ‘give back’ to the natural environment upon which the tourism industry here is based

• They are very active, not just in tourism but everything that tourism affects such as the environmental impacts of increased numbers in the region. I find them to be very open and transparent

• National and international recognition of the Noosa brand; facilitation of cohesive interaction and outcomes for the Noosa tourism industry practitioners; support of major events – marketing and grants; development and implementation of relevant tourism and related training products

• I think ensuring a balance is kept between the economy, lifestyle and environment is something that TN has moved way from over the last few years, as it has focused more on green initiatives and not what member businesses have asked for. With the change in leadership I believe this balance has started to be restored. I think that moving away from being so reliant on levies that flow via Council is a good goal to aim for

• Yes – a single point of brand management is essential to maintain TN’s independence and market leader position

• The team has maintained the Noosa brand, domestically and internationally for many years. The impact of this is seen through the healthy economy that tourism created across the region

• I believe Tourism Noosa does an awesome job promoting the region. I have questioned a couple of recent decisions where I felt they were competing with business in a revenue capacity i.e. Cooloola Great Walk

• On the international trade front, Vynka has excellent relationships and links us into opportunities that suit our attraction. There is a great camaraderie at trade shows like ATE; leads are shared and introductions made. She has also provided introductions to other local operators that has provided collaboration opportunities. Domestically, marketing activities into Melbourne have proven to drive visitors to the region and we benefit from being a part of the offer through our support of advertising initiatives. Locally, the Hastings St Visitor Inspiration Centre is iconic. While generally volunteers know who we are, we appreciate the opportunities to promote our attraction through the VICs and remind the Vollies about us

• Community connection and engagement. One-stop place for information on local and current events and happenings. A place for travellers and locals to access information and networks. I believe Tourism Noosa does a great deal of beneficial work for our local community, within the tourism industry and beyond

• Historically TN has demonstrated the vision required to deliver occupancy growth, increased average spend, relationships and respect to its members. This seems to have dwindled over the past 18 months which has also been a double whammy with bush fires and now COVID 19... I believe TN needs to remember its purpose as a member-based organisation, here to represent its members. Not set agenda based on individuals’ views, personal goals and KPIs. I still don’t understand why a visitor centre that is there to service customers within the industry has become a retail outlet competing against its own members

Q3 Do you see benefit in the work that Tourism Noosa performs?


8


• The direction TN has taken to lift standards among existing tourism operators and keep them informed works well, especially the latter, as this imparts a sense of ‘belonging’. Publishing a strategic directions document is important, because it allows operators to piggyback their own plans off this.

However, the strategic direction must be realistic and have a synergy with what is happening in the real world. The recent decision to DEVELOP the tourism offering locally is critically important, as is reaching out to the Kabi Kabi to provide visitors to Noosa Shire with an indigenous encounter. This is very important to international tourists.

• We think Tourism Noosa has lost its way and offers services that are not core business. TN is undertaking ‘political projects’ rather than marketing Noosa. TN should be the independent voice that with research helps Noosa grow for tourism outcomes as measured by visitor numbers, occupancy, growth in spend across different markets, ADR (average daily rate) accom providers, shop vacancy levels, business driven to providers through VisitNoosa web etc

Lack of research and therefore knowledge about Noosa’s product offering e.g. what attractions and accommodation and retail and services does Noosa have/what is missing/what do visitors want/what markets should Noosa be in?

Focus on areas such as Hastings Street and neglecting areas such as Noosaville, Hinterland.

TN justify their existence doing activity on Council projects or political hobby horses rather than driving tourism (biodiversity and sustainability are local government initiatives and only related to tourism if research says it is a key driver to come to Noosa). In this case TN inform local government.

Emphasis on social media rather than measurable strategies for advertising which is linked to the products defined under Noosa the destination.

Emphasis on ‘events’ rather than them being a tactic to grow a product or market under Noosa the destination.

Visit Noosa web is measured as successful as it is award-winning and intuitive rather than drive business to the tourism provider. This resort has had 0% sales through TN web last 12 months plus.

Q3 Do you see benefit in the work that Tourism Noosa performs?


9

Q4 What do you think Tourism Noosa should do more of, if anything?


• Be good at what you’re good at. Don’t try and be all things to all people. Innovate, adapt and be agile. Lead. Advocate. Be a respected voice in the community re tourism. Market the brand and lead with experiences linked to a sustainable destination – proof on the ground

• Coordinate the various destinations better – get people out of Hastings St to explore the wider area. Focus more on local culture (indigenous) and the creative side of Noosa

• Focus on highlighting local excellence in food and produce at all events, promote links with local providores, farmers, eateries and artisan products. Better promote Noosa to Queensland i.e. have a “Noosa Showcase Day” at the Qld Parliament during a sitting week

• The renaissance has begun. Marketing, comms, stakeholder engagement... just need the vision for the VIC. This is a very visual and valuable asset that needs to work for all members. I would suggest some form of being able to book member services should be incorporated. I would also suggest continuing the member activation invites. Support further hinterland product development. Associate membership for levy payers. Understanding how secure TN’s Tewantin office premise is i.e. landlord intentions, lease tenure. Exploring grants to secure premise. TN crisis development plan. COVID has shown members were initially very unclear of TN’s role. Facilitate member relationships e.g. I have welcome basket for guests. Have portal where I can go to other members seeking local product

• Promote more sustainable tourism through education of, not only the providers, but the tourists themselves. Support locally owned small events

• Improve focus/representation in conferences and events

• More micro events utilising our region, more child/family friendly events... like colour runs... Promote more of what there is for people with families, and the teenager market is really overlooked. If I was to travel here as a tourist and was shown all the great things for young teens and tweens... it would encourage me to stay

• Cooperative marketing opportunities

• Keep progressing sustainability initiatives – ZEN, Plastic Free, Trees for Tourism. It really sets the destination apart from others

• As long as you are getting the “Noosa Brand” out there and enticing more tourists to the area, then great

• More management of the destination to strike a better balance between visitor experience and locals lifestyle. More bookings through the info centre like we used to

• Tourism Noosa could connect more with the local community. It seems to me there is a big disconnect with residents and with local businesses that are not tourism oriented. In the long run it ends up as a less desirable place to be for everybody, tourists included. So, more of taking the community with Tourism Noosa would be a good aim. It can be done

• Growth of hinterland opportunities and experiences in collaboration with those communities

• We would like to see more networking opportunities particular for operators ‘out of town’

• Good question... more of the same. Perhaps more interactive ‘networking’ events/gatherings... post COVID garbage

• More information sessions. i.e. the wellness forum was great and I think could be expanded upon. I think also something for local producers which could make a fabulous tourism product. Lobby for the protection of over tourism in areas such as Noosa North Shore – getting state government to reduce the number of day permits that do not bring revenue into local business

• Selling itself in the Hinterland, off the back of the Noosa Country Drive and the Noosa Trail Network Master Plan, most especially with a view to attracting to the hinterland a player such as Peppers, to develop a Noosa eco-tourism resort, comparable to Binna Burra Lodge and O’Reilly’s Guesthouse. This would complement the Discovery Group’s development at Elanda Point. TN should work with Noosa Council and its Economic Development Unit to produce a ‘prospectus’ that would promote wineries, food processing/manufacturing (where people can visit, see the manufacturing process and taste etc.) Margaret River WA is streets ahead in this


10


• Everything is valuable

• TN retail ambitions at the tourism centre. Don’t look at it as a revenue vehicle. Value add with no charge rotating virtual retail displays of members’ goods and services, supported by members’ in-store meet and greets with holiday makers in key volume periods – create theatre

• TN has many well qualified stakeholder groups in the region. TN needs to be the facilitator and shift some non-core, yet credible initiatives to these stakeholders to own. A whole new event strategy to be undertaken asap including the running of NED discussion

• Be perceived to be competing with local businesses. Empire building

• Tourism Noosa does an awesome job

• Bookings and activities better serviced by members. Stop competing with members

• Everything except marketing

• Inward looking and only talking to people in Noosa. This does not allow us to learn from how other destinations are handling the same issues that we are

• Should not dabble in areas because of political need and not related to tourism or driving business to Noosa e.g. – resources misdirected building a web and updating it for locals to buy from each other – we are capable of doing this without TN e.g. Refresh Program – this is the accom providers job with support and direction from research undertaken by TN e.g. Biodiversity Program use the outcome if suitable in marketing but not managing the program

• Competing with members in any way. We need to know our role is in collective action and seek more funds from government and elsewhere, not revenue raising from tourists in competition with members

Q5 What should Tourism Noosa do less of, if anything?


11


• Newsletters are very comprehensive

• Currently information appears to only circulate among industry partners and TN members – collaborate more with local community, media, organisations and businesses, i.e. partner with the Peregian Beach Digital Hub to showcase the extraordinary range of extremely innovative digital projects happening in the Noosa and SC region

• But sadly tourism operators don’t read it. We are all inundated with communication so I think a lot of the good messages are lost

• Commercial rate payers in general should be better informed as to what is Tourism Noosa’s strategic plan. Acknowledge that to date they have been Hastings Street focused

• It does communicate adequately but not enough about its performance to KPIs and how it benchmarks against other tourism destinations in Australia. More about its international marketing

• Operators need to know specific initiatives TN are planning to do to bring tourists to Noosa during the next 3 months. A statement that we are going to target the drive market, then interstate, then international is not good enough. The initiatives need to be tailored for each part of the shire.

• I feel Tourism Noosa over the past few years has not had strong leadership from marketing or CEO and there has not been a clear direction. I feel as if the TN team have not had defined roles and fumbles along with not clear direction and I speak from experience of dealing with at least four of the staff regularly, who through no fault of their own did not have structure or planning before they instigated actions. It seems general direction and communication has improved since Melanie took over as CEO but marketing plan, direction, inclusion is not communicated

• All material and emails and advice is 99% qualitative. No quantitative measurement back to the strategy, no research results on Noosa to understand the direction Noosa is headed, no statistics back to each product developed. Stats given are on Noosa not drilled to geographic or demographic areas. Even the monthly sessions are social with commentary and held when resorts are working


12

Q6 Do you feel that Tourism Noosa adequately communicates what it is doing and going to do?

If you answered NO – please tell us how and what information you would like to receive.

No

Yes

27%

73%


32 answered ‘No’ 20 of these were members

Q7 In which areas do you think Tourism Noosa should provide skills development and education for the tourism industry?


13

0%

Marketing

Product development

Sustainability

Disaster resilience plans

Grant applications

None

76%

53%

52%

31%

44%

6%

20% 40% 60% 80% 100%



• Crisis, resilience, grants are all important – but TN can’t do all. TN could be a portal to other experts or include guest speakers at events, panels etc. especially grant applications

• Whatever the local industry needs

• If the role of Tourism Noosa is just to support current tourism businesses then we’ll just always get more of the same. TN needs to be visionary, to be on top of new attitudes to tourism and new ways to offer experience

• To secure and underpin the brand of Noosa, all are roles for TN to undertake but in partnership

• This is another area where TN is moving away from your core business. Focus on core business and stop getting distracted

• We enjoyed the social media training and updates that you did with Social Tap

• Primary focus is destination marketing. Marketing education of member businesses is important to improve message consistency, enhance reach and therefore success of all marketing activity. General skills development and education on the other topics should be the responsibility of Council’s economic development team

Q8 Do you agree that Tourism Noosa should encourage a ‘buy and invest local’ approach for business operators, where the service/product quality is available?


No

Not sure

4%10%

Yes

86%

Q9 Do you feel that Tourism Noosa should move to a more ‘Destination Noosa’ approach and market the region’s digital, creative and educational offerings in collaboration with organisations such as the Peregian Digital Hub, food growers and groups as well as promoting sustainable environmental issues?

This concept would be similar to Brisbane Marketing, and other economic and social development agencies to promote their destinations in a coordinated way.

If you answered YES – what aspects do you think will work well? If you answered NO – please tell us why you think that way.


• No, promoting the region’s digital, creative and educational offerings should be the responsibility of Council’s economic development team

• I am not taking the family on holidays to visit local towns and see their digital hubs. Let me be clear – I do not see how the digital hub is in any way tourism related

• Sounds like a reasonable idea. What other models or concepts exist and which fits the needs of the region and members best? A more holistic approach would be beneficial

• In the past Tourism Noosa has been a leader in putting our destination on the map. Now more than ever we will need to focus on our core business and business streams. I would be concerned we would have to dilute our current budget (which I know is not huge) to sustain above. However, getting key stakeholders together so they drive the collaborations would work. I would not like to see too many $ put into this. I would like to see more diversity in marketing areas such as corporate (incentive and conference, smaller retreats that smaller venues could host), wellness, general family tourism, specialised group marketing promoting local experiences groups can do together i.e. cooking schools

• Yes as long as TN is still the lead when it comes to destination marketing to key target markets. Would need to watch resources and expectations from some sectors – i.e. TN could support digital hub as it relates to tourism and or destination brand. Some of these are fundamental parts of the visitor experience and key to Noosa brand – e.g. food – TN should play a lead role in those

• Tourism Noosa should focus on tourism. Brisbane Marketing has extended into attracting investment into multiple industries into Brisbane under the umbrella of Brisbane City Council. This economic development role in my view should rightly sit within Noosa Council itself, report directly to the Mayor and the CEO and have senior experienced ED people in these roles. There is still so much more to do under just the tourism umbrella e.g. the development and interfacing of indigenous tourism (so much to do in this space – ref Jellargul, Yugambeh Museum, Tjapukai, Minjerribah Camping, Mosman Gorge Centre, Pamagirri etc), the expansion of our local produce tourism (ref: Scenic Rim Eat Local Week). TN needs to ‘keep the main thing the main thing’


14

126 responses / 18 No / 45 Not sure and 44 of these are TN members

Q10 Tourism Noosa is working hard to develop new products for the region which include:



• Try not to spread yourselves too thin

• Need to establish a focus on conference and event market

• A wider range of activities and experiences is essential for Noosa to be sustainable in tourism for the future. Diversifying away from the beach is needed. Mountain biking is a relatively easy go-to

• Fashion creativity, we have a bucket load of it here

• Arts and culture

• Returning to the basic relaxation experiences. People need to slow down when getting away and will need more space. Joining these things together... an example would be turning the Noosa trail into a bush tucker food forest walk full of native flora and fauna. This could be a Kabi Kabi collaborative business that would be a massive unique draw card. Cluster planting for specific educational and harvesting purposes. Great for wildlife too

• Continued expansion of the ‘Trees for Tourism’ concept to address other environmental issues and areas related to tourism – e.g. improved water quality in the Noosa catchment through catchment improvements provides recreational fishing benefits and preserves visual amenity. Provide opportunity/support for more nature-based guiding and low impact visitor experiences – e.g. wildflower walks with signage etc

• We haven’t seen any of the above come to fruition yet... let’s concentrate on what’s in the pipeline

• Is this not just copying the role of Noosa Council? Be more focused and clear of your objectives

• We have Noosa Eat Drink – it would be good to have an event in late July/August like a winter solstice or Noosa Showcase like with NED, have a festival feel like with Noosa long lunch – such a popular event. It’s worth having two in a year

• We would like to see more effort put into the business events market, and not leave it up to the venues alone to promote it

• Working with Noosa Council around rules to allow more innovative/unique accommodation options esp. in rural areas

• Has TN got too much on their plate?? Maybe narrow it down not up...

• Local Indigenous stories, food trails and other forms of diversification from focus on Hastings St precinct. How the industry can be sustained while minimising impact on residents and infrastructure. Increased use of public transport or other forms of travel such as walking and cycling. Reduced carbon miles and impact in travelling to and around the region. Keep walking the walk of what the Noosa brand espouses and promote the value of that. Nature-based experience and appreciation without degradation

• I believe they need to work with another organisation to create an additional purpose for visitors. By visiting Noosa, they are protecting wildlife or the environment. Leaving a place better than when you found it will become even more important as time goes on

• Short/medium term projects to raise Noosa’s profile as an awesome biking destination now (e.g. Council funding for regular trail maintenance in Wooroi Tewantin National Park, influencing Council to build toilet facilities in Wooroi, improving access to maps and signage on existing key cycling routes for tourists). The long-term projects are great but are unfortunately many years away from funding

• More experience related – meet-a-local guided walks in the park, farm experience, meet the brewer, Noosa Farmers Market – guided tours around market to meet the local producers

• Weddings in all areas of the Noosa Shire. A wedding chapel in the Hinterland (such as in Maleny, Montville), would be brilliant, and another overlooking the water – say Chaplin Park and another at the Botanical Gardens would bring visitors to our country areas and businesses. Much work with Council would be required for this

15

• Product experiences with the Kabi Kabi• Trail network development

What other products or opportunities do you see as areas for development?

• Food and wellness tourism product development• Plastic Free Noosa


16

Q11 Do you have any ideas for how Tourism Noosa can facilitate member to member working relationships, to encourage and improve the use of local services?


Q12 If you are a member of Tourism Noosa would you be interested in offering discounts to other members to create a strong ‘buy local’ community?

Not applicable

Yes

35%

12%

No

53%


• Regular promotions of “local heroes”

• Continue to invest in member networking nights as these are very effective to achieve working member relationships

• Industry forums and ways to cut red tape with Council

• Inclusive think tanks, social events and well communicated messages regarding the product and/or services we can offer each other

• Maybe “Welcome to Noosa” information packs (online and/or in print) to promote local services? But you may already do that...

• Hopefully more networking nights in the future, and maybe look at member regional nights that can just focus in the region. i.e. Hinterland members night

• Perhaps smaller, business type catch-ups where the messaging can be targeted and action items raised. For example educating management rights holders on how to communicate with apartment owners to encourage refurbishment

• Look at complementary businesses and facilitate networking events focused on particular sectors

• Directory of tourism related businesses, networking, events, round-table, industry groups

• Run speed dating or ‘marketplaces’ like an Australian Tourism Exchange within Noosa

• More structure to the networking nights

• Develop member ‘pods’ – northern hinterland (geographic) or a ‘foodie’ pod (with Country Noosa). Opportunities exist for TN to gain membership from the Mary Valley, which offers complementary tourism services not yet available in the northern Noosa hinterland

• The Leadership Program was excellent. Really recommend running that again. I got so much out of it and formed partnerships with other operators that will benefit us

Q13 If Tourism Noosa were to develop a platform for members to communicate directly with other members, would you be interested in using:

Facebook – 50% Website portal – 33% Chat room – 17%


• No – stick to marketing Noosa

• None of the above. Waste TN resources, not TN core business. Platforms will just be talk and whine with no value-add. Put the effort towards statistics on measuring occupancy, growth etc.


17

Q14 If you are a member in the accommodation sector, would you be willing to supply monthly bookings data to Tourism Noosa so we can provide accurate short term and strategic planning for the region?

If you answered YES – what aspects do you think work well? If you answered NO – please tell us why you think that way.

4 Accommodation said No

• No – another distraction. We already communicate with other members. We do not need TN to insert themselves into the communication channels

• Don’t do it – there are so many comms platforms – this would be another thing to not use. Please don’t do it!

Yes

No

3%

29%

Not applicable

68%

Q15 Rank in order from 1 (highest priority) to 6 (lowest priority) how you believe Tourism Noosa should allocate its resources:


18

6 5 4 3 2 1

Highest

Marketing and promotion for Noosa

Promoting/supporting and sponsoring events

Product development/supporting newexperience development

Skills development and education for industry

Community engagement

Contributing to tourism planning issues suchas Noosa Town Plan/traffic/parking/ signage etc.

Lowest Priority


Q16 With the impacts of COVID-19 and social distancing continuing in the future, how much do you believe this will negatively affect your business?


Not sure

22%10%

15%

23%

20%

10%No impact

Up to 25% of their business will decline

25% - 50% of their business will decline

50% - 75% of their business will decline

75% - 100% of theirbusiness will decline

Average scores showing the order of preference.

• Up to 25% decline: 2 accommodation; 3 environment groups; 4 professional services; 1 retail; 1 tour; 1 wellness.

• 25-50% decline: 4 accommodation; 1 business association; 1 community group; 1 environment group; 5 food group; 2 other; 4 professional services; 2 retail; 3 tours; 1 wedding; 2 wellness.

• 50%-75% decline: 8 accommodation; 1 arts; 1 business association; 1 community group; 1 event; 1 food group; 1 other; 1 professional service; 1 retail; 3 tours.

• 75% - 100% decline: 10 accommodation; 2 events; 3 food group; 1 other; 3 professional service; 1 retail; 3 tours; 1 wellness.

• No impact: 2 accommodation; 3 environment group; 4 other; 3 professional service.

• Not sure: 6 accommodation; 1 business association; 1 community group; 1 Noosa Council; 2 environment group; 1 event; 2 food; 4 other; 1 professional service; 1 retail; 5 tours; 2 wellness.

Q17 How would you rate Tourism Noosa’s performance in keeping you informed and guiding you through COVID-19?


19


Excellent

18% 11%

30%

41%

Good

Adequate

Poor Of the 46 respondents who said poor / adequate, 29 were TN

members across a range of sectors

Q18 What support do you need from Tourism Noosa in moving through the next phases of COVID-19 restrictions lifting?


• Strong advocacy to government

• Encourage visitors

• Kept informed and subsidised marketing opportunities

• Clear robust marketing

• Continuing communication through newsletters and direct mail/messaging. One-on-one meetings and small group chats

• Guidance for grants/financial assistance

• Marketing our region as open for business

• Marketing assistance as we try to rebuild

• Marketing support – drive market campaigns

• It would be good for a key marketing message to be developed that all operators could utilise and use to drive business to the area as a whole. If we have a united message delivered to all our customers the message will have greater cut-through in what will be a very competitive marketplace in the next phases of COVID-19

Q19 Tourism Noosa has an exciting marketing campaign launching soon – what other support do you feel we should supply?


• Wait to see how new campaign launch goes. Congratulations on being pro-active

• Just what we need

• Education, member to member portal, introduction to accredited industry management associations, a level of bookings via VIC and website, co-op marketing opportunities

• Help with bringing domestic and international youth groups (university students/backpackers) to Noosa

• Pre-notice of what the campaign is so we can take advantage

• Be transparent about how that campaign supports local business... what can they expect, how will it be measured and tracked?

• Noosa branded signage that we can print out so that there is some uniformity across tourism businesses. Like what the Hastings Street Association has done for retailers

• Maybe some collaborative marketing – we would be interested to participate

• Social media kits for stakeholders to share with wider networks

• Imagery and messaging for us to use in our own marketing that complements this campaign

• Get clear on what you should do, agree with members on what that is, create KPIs and then do it. Include the wedding industry in the campaign, so the many businesses who earn their income from weddings will have a reason to share the promotions. Perhaps be inclusive of all tourist industries, to ensure all members have a reason to share on their social media platforms

• Share what the target market is for that campaign with the community. Share what the objectives or outcomes from that campaign will potentially be. How we can then access that campaign to help with our own marketing of our local group and our events? What areas of our shire does this new exciting campaign miss out on? What else is in the pipeline to help pick up the areas that are missed within this June new campaign?


20

C O M M U N I T Y QUESTIONS 20-28

Q20 How do you perceive the connection between tourism and Noosa’s residents and what are your suggestions on how this relationship could work better? Give specific concepts/ideas/thoughts.

Note: Traffic and parking are covered in the next question


• Emphasising that many tourism operators and employees are residents and, as TN has already done, that a great place to live is a great place to visit

• I think it’s a pretty hostile one. Just my opinion. People come to Noosa as tourists originally, love the place, decide one day to make it their home, and as they get older slowly resent the one reason why they moved here in the first place (that is they resent it being a tourist destination)

• The benefits of tourism to the community need a number of narratives to get the message across as to the true range of community benefits resulting from visitor economic activity. Current communication lacks message penetration. TN must take control of the message and story-telling

• The noisy minority make themselves heard on topical issues, and I don’t think they are a true reflection of the wider community who love the events that are held here. A more accepting approach from Council to live music in venues to add a better vibe and feel to our tourist precincts would be a start. Street buskers, art spaces....

• Noosa’s residents are an ageing population and are very outspoken on issues, the younger population needs a voice... I feel they are not considered

• The Noosa residents and tourism industry seem to have a fragile co-existence with many unhappy with parking, traffic and overcrowding. Publicity is needed to inform all residents that the only reason that we have the plethora of restaurants and activities available is tourism and that without tourism many residents will lose their favourite restaurants etc

• I believe the majority of residents understand how important tourism is to the local area. I think some people mistakenly blame tourism related issues, like traffic, on the tourists. The new Council needs to take a more positive approach to tourism and build community acceptance

• Self interest is always a good bet in the horse race of life. This is always a complex question. If you move to Little Cove for an idyllic, serene lifestyle and have no direct or even indirect benefits deriving from a healthy, manageable influx of tourists... then you are not going to be happy with any or all tourism-driven initiatives. At the other end the tourism-based business that has no interest in capping tourist numbers or revenues and revenue categories in any way will never be satisfied. We have to work in the middle space and accept that the fringes at either end will never get the outcome they want, but over time through good communication and consistency and respect there can be a cultural shift that brings fringes closer to the centre ground – it’s evolution not revolution though of course. This is theory but I think in practise a lot can be achieved, if necessary one project at a time

• It’s a tourist town – that much has been blatantly obvious recently!

• Encouraging residents to also make use of tourism offerings. Ongoing consultation with residents. Articulating the benefits of tourism to residents and sharing that information. First and foremost should be Kabi Kabi engagement and consultation as the original “locals”

• Transparency is the key, what does this mean for the person who lives here, how do their lives improve or how are they impacted by a successful tourism industry

• I would have thought this is mainly the Council’s job not Tourism Noosa. TN job it to promote tourism, bring more tourists and increase economic spend via maximising local businesses, tourism operators and the region

• Sadly, in the past, Noosa Council made being hospitable more difficult! For example, making it difficult to share a coffee on the grass at Gympie Terrace, being anti home-stay etc. We need to treat every local as if they can personally make our visitors’ experiences amazing. I always have maps in my car, happily recommend visits, dining out etc. – I just want every visitor to love every single moment of their time here. (Side comment – I am happy to stay at home during busy periods but hate hearing stories of over-full restaurants where food and service is below standard)

C O M M U N I T Y

22

Q20 How do you perceive the connection between tourism and Noosa’s residents and what are your suggestions on how this relationship could work better? Give specific concepts/ideas/thoughts.

Note: Traffic and parking are covered in the next question


• I feel the residents need to be considered a priority when it comes to events. For them to take ownership and support the events, they need to be considered as part of it. Break down the them versus us barriers that have built up in the past. I think special discounts and offers for them could be a good start

• NOT YOUR PROBLEM

• Living in a vibrant tourism town has both its pluses and minuses. Plenty of action and opportunities, plus living in a beautiful place, but overcrowding and sharing your ‘home’ with others is challenging. Anyone living in or moving to Noosa would have to be aware the lifestyle it brings is/will be very different from other places

• All tourism destinations need to view communities and residents as part of the tourism ecosystem, not just a stakeholder

• The vast majority of residents have come here since Noosa became a world-class tourist destination, so therefore knew what they were buying into. However I believe it is important that tourism actually strives to maintain a balance between needs of visitors and needs of residents

• Mostly, the residents live here for the same reasons tourists flock here – its environment, the cafe/restaurants, outdoor activities – so residents accept high season tourism. I personally don’t see how the relationship could work better

• Ordinary residents perceive that TN does not represent their end of town. To counter this, break down benefits for the community – jobs and highlight the fact that the facilities developed for tourists also directly benefit the way of life of locals

• Tourists should be cherished – without them Noosa cannot thrive

C O M M U N I T Y

23

Q21 What are your ideas on better managing traffic and parking issues during peak times, particularly as the ‘drive’ market will be the first visitor market back to Noosa?

A snapshot of respondents’ traffic and parking suggestions:

Park and ride + free shuttle:• In peak periods

• More free buses to the beach from sporting fields

• Smaller loop buses through the Junction, Sunshine Beach, along the river and into Tewantin

• Incentivise people to park and ride (special offers, value-add)

• Free bus further than Hastings St – also to National Park

• Fees and charges via a levy to fund a free (or gold coin donation) continuous shuttle bus from Hastings Street to the Yacht Club

• Branded beach shuttle with trailer for surfboards from National Park to River mouth with a small charge for all-day pass

• A ‘tourist bus’ that is fun and themed, on a continuous loop to connect all the villages, that runs every 15 minutes in peak times and 30 minutes off-peak times

• Hop-on hop-off services – like London’s red buses or Fiji’s Bula buses

• Transit lane on Council easement for electric bus/tram from parking at The J to Hastings Street

• Free shuttles for workers from destination parking points, e.g. Junction, Sunshine Beach, Tewantin

New/larger car parks:• Behind the cinema in Noosa Junction

• The J

• AFL grounds

• Rugby grounds

• Old Bowls Club in the Junction

• Under Lions Park

• Hastings St

Other:• Make Hastings Street for pedestrians only

• Promote walking and cycling – bike stations

• Electric transport such as small electric buses and charging stations

• Stop parking in the Lions Park at peak periods

• Accommodation could send information re parking and shuttles when an accommodation booking is made

• Enhance on-river transport – subsidised transport to and from work

• Sustainable mobility hub in Noosa Junction with showers, lockers, sustainable transport options, recharge, shared car/bike hire etc

• Noosa Junction – affordable accommodation for workers and more car parking

• Work with Queensland Rail and Noosa Council to develop bus/rail interchange at Cooroy – then (resort) bus to collect visitors.

C O M M U N I T Y

24

Q22 What are your thoughts and suggestions on how to encourage visitors to experience all areas of the Noosa region?


• A campaign to promote the world-class food grown and produced, and cooked, in the Noosa area would make an excellent vehicle to provide visitors with a regional experience

• River trail

• Each part of the region has something unique to offer, and the focus of marketing could highlight these to create a solid identity for each area

• I think ongoing support of the Slow Food Noosa movement and programs like Open Studios will keep enticing people to the hinterland. And if we are attracting visitors who like to be active by providing good bikeways, they will want to go and do the other riding trails as well. You could also investigate farm-stay holidays now that the backpacker market has dried up with the Coronavirus

• The Noosa trail is a diamond in the rough. Has the ability to tick all the boxes

• Campaign on a nature and sustainability platform – encouraging people to experience our nature-based assets

• Marketing packages for different regions and themes across regions. Creation/support of events that take in different areas of the Noosa region. Proactively diversify the tourism offerings (arts and culture – art most prominent in areas away from the current hot spots)

• No idea how you reach them, but fitness groups, bike groups, walking groups need to know what else is here for them to experience

• Promote the history of the area

• TN needs greater street-front profile in tourist accom areas other than Hastings Street e.g. Noosa Junction, Gympie Tce, Sunshine Beach. The TN office at Noosa Marina does not have a public profile – highly recommend reviewing this and moving to e.g. the Junction or Gympie Tce with an info centre shopfront

• The maps are great – there could be drive maps, bike maps, walking maps, wine and food trails into the hinterland and beaches and connect public transport or other transport services to the start and end of maps/trails. All of these keep people in Noosa longer and keep them coming back

• Explore the possibilities of bush and beach packages. Increase awareness of the Noosa Country Drive opportunities. Support local festivals and events to encourage visitors to spread

• Invest in some kick-ass cycling infrastructure and capture the new trend of cycling tourism (mountain bike, road bike and family riding)

• Leverage the essence of wellness travel in your offering and comms and what it means to leverage Noosa’s natural competitive advantages in this area

• Not sure, our guests come to Hastings Street and just want to stay on the street the whole time

• Noosa is extremely unique in the way that it works within the environment unlike almost all other destinations in Australia that destroy their environment in order to take advantage of it. This should be leveraged off more

C O M M U N I T Y

25

Q23 Tourism Noosa has a strong commitment and focus on creating a sustainable tourism industry. We also have a strong environmental focus. Can you list any initiatives that we drive?

C O M M U N I T Y

26

Noosa Biosphere

Zero Emissions Noosa

Noosa Trails Network & walking trails

Slow Food NoosaBan plastic bags

Recycling/Waste Warriors

Noosa World Surfing Reserve

Plastic Free NoosaTrees for Tourism

Noosa Eco Check

Sustainable events

Noosa Country Drive

Refresh Noosa

Welcome to Noosa

Refillable amenities Solar for StrataWater refill station

Sustainable tourism

Tourism Noosa initiatives TN supporting external programs and initiatives

Buy local

A snapshot of the most common respondents’ answers:

Q24 How could we do more in the sustainable and environmental tourism space?


• Become a leader in eco-tourism by encouraging businesses that align with the values of eco travel

• Beach shuttle initiative, Dissemination of environmental/socially-friendly behaviour messages

• I think you do a good job in this area

• ‘Sustainable’ means many things to many people. For me it means able to be sustained for the future without detriment or loss. I consider some of Noosa’s tourism offerings are not sustainable in this context because they are outdated and unable to respond to new circumstances. Similarly ‘environmental tourism’ can mean things from exploitation of nature to true sensitivity. It’s the second approach that is ‘sustainable’ in the long term and there are great opportunities for Noosa to develop this. To date we haven’t seen anything but the exploitative approach. The experiential possibilities of environmental tourism will provide more marketing opportunities than any alternative, providing we don’t destroy the opportunity with exploitation now

• Stay out of it

• What does sustainable tourism mean? There is a tendency to use this jargon all the time, but we have yet to find a common definition. What do you mean by sustainable and what are you trying to achieve?

• I think what you are doing is great

• Promote the initiatives such as being Australia’s first home to the globally-recognised Snail of Approval program as part of the international Slow Food network. Encourage operators to list local food suppliers on their menus, accommodation to use local in-room amenities

• Provide more education to industry on how to make these changes to our businesses without incurring significant costs

• I think you do plenty

C O M M U N I T Y

27

Q25 Do you visit or utilise Tourism Noosa’s visitor information centres?


No Yes46% 54%

49 respondents answered no – 34 of these are TN members and 15 are non-members

Q26 How do you think we can improve the visitor information centres for visitors?


• Keep investing in and appreciating your volunteers

• Do a make-over of the volunteers by partnering with the arts community to re-script spoken content and engagement style (play a role) thereby enhancing interaction between visitors and volunteers – make it an experience

• Member activations, digital interactions, ability to book member services, story-telling e.g. indigenous, history (many Noosa folk with incredible stories)

• In addition to the actual centres, set up virtual centres for each region of the shire

• Focus on ‘made in Noosa’ unique products, tastings, displays and info that is not found in local retailers. Tour guides and experiences. Walk Noosa etc

• Move away from paper/brochure marketing into digital touch-screens

• Very good at present

• Yes, I would like to see it return to being an info centre instead of a shop

• Encourage younger volunteers including backpackers who can talk about varied experiences

• Very old school in the way they’re presented. You need stronger digital and segment marketing

• Perhaps have more and pop-ups along Hastings or the Junction

• More digital screens for self serve. More Noosa products on offer for sale

• Back to their core. Less selling of product. More information about the Shire and drive more bookings for operators

• They’re excellent

• Use vibrant volunteers

C O M M U N I T Y

28

Q27 How do you think we can improve the visitor information centres for our membership products and experiences? Please list specific ideas/thoughts.


• Business ideas; product knowledge page; new services

• Work with Digital Hub to create a higher level of interactivity using screens with AI embedded into products and services. This also then provides 24/7 content and access via screens at the airport, shopping-malls; on buses and in taxis, and accommodation reception areas

• Encourage visitors to explore the wider area

• I think membership products are well exposed

• Takeover options for operators to have the team wear their badge and have pull-up banners

• Focus weeks for relevant messages

• More displays

• Opportunity to curate mini exhibitions into the space that extend what is offered at Noosa Regional Gallery. Pop-up mini performances by artists that provide a taste of what is offered elsewhere

• Enhanced membership products, videos including VR experiences. Scheduled product tastings/experiences sessions

• Encourage a switch from physical brochures to interactive, searchable LCD screens

• Have a greater presence at Sunshine Coast Airport – have ‘Noosa greeters’ as passengers off-load. Target flights, of course

• The new VIC in Hastings St is great

• Marketing of local businesses – ‘business of the week/month’

C O M M U N I T Y

29

Q28 Please rate your thoughts from 1 (very bad idea!) to 5 (excellent idea – let’s do it!) on the following concepts:


C O M M U N I T Y

30

A. Attracting/developing more events for hinterland, biking, walking and hiking trails and product experiences led by local operators.

B. Attracting investment for the development/improvement of biking, walking and hiking trails for the benefit of visitors and locals.

C. Developing a program where visitors can ‘tread lightly’ and take part in green community initiatives such as a river clean excursion or tree planting afternoon that educate them about Noosa’s unique Biosphere environment while they’re on holiday.

D. Developing a program or service that encourages local residents to engage with visitors to enhance the guest experience (e.g. surf or trail buddies, or ‘ask a local’ program).

1 2 3 4 5

Excellent

A

B

C

D

Very bad OK

Average scores showing the order of preference.

M A R K E T I N G QUESTIONS 29-40


• Attracting visitors from interstate

• Destination Noosa campaign in Victoria was a noticeable success

• Noosa Eat and Drink attracts the right crowd for my business

• Event promotion BUT NOT TOO MANY!!

• Melbourne advertising etc

• I support the marketing emphasis on interstate and international markets, and the value over volume approach

• Digital space at VIC is great for us

• Social media posts

• In-flight magazines

• Major events

• I have no doubt that interstate marketing has driven consumers to stay in Noosa

• The trams worked well in Melbourne

• Print magazine – Hot Deals

• Cooperative advertising campaigns in targeted markets

• Food and wine experience, Triathlon

• Melbourne, Sydney campaigns over the last few years and the UK, Europe campaigns

• Co-op ads to leverage TN’s audience

• Most of the marketing hits the spot. I think the focus on us as a “foodie” heaven is sometimes overblown, and that we foster disappointment

• Food & Wine, Triathlon (which should be in June), other events

• The Noosa scene on the tram in Melbourne during winter definitely worked

• Co-op advertising

• It has been difficult to measure any direct benefit. These have largely been un-targeted to our sector and have sat within our broader campaigns

• Usually campaigns are Melbourne/Sydney based, targeting a different market to ours

No

Yes

35%

65%


Q29 Have you or your business/association seen benefit in previous Tourism Noosa marketing campaigns?

If you answered YES – what aspects do you think work well? If you answered NO – what didn’t work for you?

M A R K E T I N G

32

34 respondents said no and 24 of these were TN members including 7 accom members

Q30 Are you aware of Tourism Noosa’s previous national and international marketing activities?

M A R K E T I N G

33

Answered: 101 Skipped: 135No

Yes

18%

82%

18 responded no, 13 were TN members (4 accom / 2 food / 2 professional services / 1 retail / 1 tour / 2 community groups / 1 wellness)

Q31 Would you like to receive more information on Tourism Noosa’s marketing activities?

Q32 Do you market internationally, and if so, what is your yearly spend?

62% of respondents said they don’t market internationally.

• 23% spend less than $10,000; • 7% spend $10,000 - $20,000; • 2% spend $20,000 - $50,000; • 6% spend more than $50,000.


Yes

28%

72%

72% of respondents said yes ( 10 were non-members). Of the TN members who said yes, 24 are accommodation members; 11 tours; 5 professional services; 7 from food and beverage; 3 retail; 2 community groups; 2 environmental groups; 2 wellness; 1 weddings; 1 event; 1 arts; 1 business association and 3 other.

M A R K E T I N G

34

Q33 Do you market domestically and if so, what is your yearly spend?

27.5% of respondents said they don’t market domestically.

• 36.5% spend less than $10,000; • 15% spend $10,000 - $20,000; • 11% spend $20,000 - $50,000; • 10% spend more than $50,000.

Q34 If you are a local business, what channels do you market through?

10.5%

0%

Social media

Digital advertising

Print publications

Radio

Television

Own email newsletter

84.2%

55.8%

43.2%

16.8%

52.6%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



• Virgin in-flight mag

• Value for money

• Ability to improve our location awareness in key publications

• Really love the cooperative marketing as it makes it more affordable

• Great choice of products and pricing

• In-flight magazines – co-op print media

• Helping us with marketing generally, what placements and timing on the old website. That’s another thing, your new website isn’t very good for a consumer

• Awesome reach of social media

• I like the collaborative marketing approach. It reduces cost but gets exposure, plus Noosa has a strong brand so I think people will stop and look as Noosa catches their attention

• I feel that because I’m not in Hastings St I would receive limited benefit

• We do not necessarily market to the same audience

Q35 Have you participated in joint marketing advertising with Tourism Noosa in the past?

If you answered YES – what were the aspects that you thought worked date well? If you answered NO – what were the issues that you perceived with participating?

M A R K E T I N G

Q36 What types of joint advertising with Tourism Noosa would you like to be part of in the future?


• Conference and events

• Advertising; social media

• Digital, print

• We would love to become part of the advertising for eco-tourism

• Destination experiences corporate market – MICE Noosa

• Events and activations. Focus on visit like a local

• Guides

• Google ad, Facebook ads

• If you updated your website, definitely. Not so much social campaigns. Any Virgin, Qantas promotions and digital newspapers

• Targeted print and digital media for specific needs


Yes

18%

82%

35

M A R K E T I N G

36

Q37 How do you rate your own marketing efforts for your business?


Excellent

8% 5%

16%

51%

Good

Adequate

Poor

20%

Very good

Q38 What marketing support items would you like Tourism Noosa to provide to help you achieve better business outcomes?

0%

Blogs and written articles to promote the Noosa destination

Social media/digital training

Imagery and video

Email marketing templates

Industry/visitor insights and research

Experiential development

Packaging opportunities

Media famils/influencer connections

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

36.7%

47.7%

48.9%

56.7%

31.1%

50%

53.3%

26.7%


M A R K E T I N G

37

Q39 Are there any functions you would like to take advantage of on the visitnoosa.com.au website or that you would like to see implemented?


• A complete section for the arts

• Noosa Regional Gallery and Floating Land to both be featured with an image (at the moment all I can see is a hyperlink off their names in a paragraph while other offerings have images on the Arts and Culture page)

• The last time I looked the categories for experiences were very confusing and overlapping and we could only go in 2, when we were applicable to several. I don’t know how much that works. We don’t get much referral from the VisitNoosa website

• The website lacks any connection with local communities in Noosa and looks like a buy-in business directory site

• Beaches and waterways info tab in which we could promote safety, code of conduct, and clubs

• ‘Man and Biosphere’ – how we live within and conserve our natural environment

• Family fun deals and blog articles re family fun

Q40 With international markets unlikely to return in the near future, heavily impacting the backpacker market, how can businesses in the backpacker market adapt in the absence of international travellers?


• Target the younger demographic domestically

• Target domestic market (school kids – school camps – perfect accommodation, scout groups) could all become Noosa eco warriors

• Attract the Aussie backpackers that used to go overseas

• Invest to improve the quality (styling/cleanliness/facilities) of backpacker accommodation to diversify away from backpackers (traditionally low value tourist) and attract students, young professionals

• Promote directly to universities, colleges, youth groups, etc. domestically

• Student staycations

• Encouraging other domestic youth markets to visit Noosa like universities, language schools. Holding events for youth groups – like Rugby Sevens, beach volleyball, basketball, etc

• There are a lot of young people who would love to travel after finishing school who I’m sure would like to add Noosa to the list. They need to market to the ‘gap year’ market of Australia

• Market the absence of international travellers. Inexpensive accommodation for young Australians that want to enjoy the best parts of their own country without international tourists. Two-way bonus if some ocean clean-up projects that involve action and social interaction can be activated

• Reconfigure/upgrade product for low cost domestic e.g. similar to motel experience but package in ‘experiences’ – and market to domestic active tourist sector e.g. gyms, CrossFit, snow skiers, etc. – as well as organisations that have a predominantly young workforce e.g. Youi, theme parks, etc

• Explore opportunities with educational institutions to encourage young Australians to explore their own country after completing studies or during breaks in study

• Target students already in Australia on study visas

• Artist in residency jam weekends

M A R K E T I N G

38

E V E N T S QUESTIONS 41-44

Q41 Tourism Noosa provides events with financial and/or marketing support. Should we increase our focus on helping smaller, local events to grow, thus enhancing the visitor experience to the region?

Please expand on your answer.


• Especially events outside of Hastings St will allow more locals to enjoy and see the benefits of attracting tourists. More events for young people

• From little things big things grow. Because an event has been a staple on our calendar does not always mean it should get support or artificial inflation

• Most of the arts are run on volunteers and depend heavily on membership and events to raise money to keep going. An increase in both financial and marketing would help greatly in these areas. The arts attracts people from many parts thus increasing tourism and accommodation

• More focus on growing events in hinterland areas (already enough happening in Noosa Heads)

• Food events work well

• No in general – but as per response to an earlier question, an Eat Local type of event (ref Scenic Rim Eat Local) and a significant indigenous event (growing Booin Gari from the small current event) should attract increased TN focus and support

• Events are a great way to showcase our destination and encourage people to return and expand on what they may do

• There is more to do in the wellness tourism sector. Don’t forget the Buddhist Centre at Pomona. Untapped tourism potential there – for people to experience food, exercise, spiritual uplift

• Yes if linked with a broader marketing strategy or a customer segment TN is seeking to grow/research

• For any event to achieve real success, it needs to stand up on its own

• Let them create the event – you guys get people to Noosa

• Probably also giving them the guidance in marketing it professionally and efficiently

E V E N T S

40

No

14%

Yes

86%


Q42 Should Tourism Noosa focus on only attracting new events to the region if they are held in locations other than Hastings Street?

Please expand on your answer.


• Hastings Street shouldn’t be off the table but a wider range of events in different areas would be worthwhile. There is more to Noosa than just Hastings street

• Build on your strengths so include Hastings Street in the mix but be creative about how any event provides a window into genuine elements of Noosa culture

• Mountain bike competitions, hinterland tours, golf packages tours of local producers hinterland eco tourism

• While it is good to diversify the locations of events, you also need to have somewhere that is readily accessible and iconic

• Hastings Street is a key destination and should be treated the same as other regions. We don’t deserve less support

• But should be a balance. It’s not all about Hastings Street

• Should have a mix of both regional and Hastings Street

• Viable and compliant events should be encouraged at any suitable location

E V E N T S

41

No

Yes

35%

65%


Q43 Tourism Noosa owns and manages the Noosa Eat & Drink Festival. What do you think the structure for the ownership of the festival should be in the future?

E V E N T S

42

Business Associations:

• Wary of granting/selling/leasing NED to a local entity• NED needs a long-term view and strategy• NED future: TN as owner – manager outsourced?• Time of year – June

Previous Tourism Australia CEO:

• There is never one right answer for this whether TN should own/manage the festival

• It’s a question of balance of what we want out of it• Ensure it doesn’t become a distraction from our main job• TN should still generate revenue/return from it

• How do we make it different from other food festivals – utilise the beach, the paddock-to-plate hinterland experiences which we are doing

• Participatory events – the Noosa Tri/NED/Festival of Surfing are great branding for Noosa

Food Group:

• TN should own and operate the festival, it should be owned by locals with no vested interest

• If TN decide not to own and operate they should work in partnership with a privately-owned business to ensure the integrity of the operation, the festival needs its own life

Breweries Group:

• 100% yes TN should continue to run the event. TN would risk losing the identity of the festival and the destination if given to someone else to operate. Such a rocky history that there would be no trust in another event organiser. Needs to maintain a local, non-bias organiser that supports local businesses without an agenda. Great achievements made with regard to the festival in the last three years that it would be terrible to see these reversed or ignored

TN Member Focus Group:

• NED to be delivered at different locations around the region (River, hinterland) satellite events

Noosa Council:

• Should be a festival going forward but would like to see an exit strategy of TN running the event – the risk is too high

• The idea of promoting food is great but not just in the one event

• Distraction from the core business particularly for the two months leading up to the events

• Separate the concept of the event from marketing food – what can we do in this space instead?

• Noosa Eat & Drink Festival – better since TN took over and having the connectivity of food producers for the region

Feedback from industry stakeholders as to whether Tourism Noosa should continue to run/own the Noosa Eat & Drink Festival

13%

56%31%

Tourism Noosa continues to own and manage the event

Tourism Noosa outsources or

sells the event

Other Answered: 99 Skipped: 137

8 non-members and 47 members: 17 accom, 8 tours, 5 food, 1 arts, 5 professional services, 2 community groups, 4 environmental groups, 7 other, 2 retail, 3 wellness and 1 weddings.

8 non-members (2 community groups and 1 each from business association, wellness, professional services, Council, events and other); and 21 members (7 accom, 3 events, 3 professional services, 4 tours, 2 retail, 1 business association and 1 other).

43

Q44 Does your business benefit from the Noosa Eat & Drink Festival?


Yes

No

26%

59%

Not sure

15%

Of the 58 respondents who said no, 17 are non-members and 41 are members.

Of the members who said no, 11 are tours; 10 accommodation; 4 professional services; 2 environment groups; 2 events; 2 food; 1 each from arts, retail, business association, weddings, wellness and community group; and 4 other.

Q43 Tourism Noosa owns and manages the Noosa Eat & Drink Festival. What do you think the structure for the ownership of the festival should be in the future?

E V E N T S

Stakeholder feedback cont:

Media:

• TN should keep control of it• We have been successful in keeping the festival under

the TN banner without it consuming the TN organisation by having a Festival team and using the additional support of event contractors when needed

• The profits back to the Festival and back to TN is best – there was a huge lesson learnt by outsourcing to the Melbourne team and that not working

• It also can’t be industry-run by restaurateurs – it needs professional marketing and event organisation by TN

TO U R I S M E X P E R I E N C E S QUESTIONS 45-49

Q45 What are the sectors of tourism that you feel Tourism Noosa should or should not focus more on?


• Focus on sustainable adventure tourism, health and fitness in the great outdoors

• Focus on nature-based tourism experiences

• Focus more on high-end tourists

• More focus: Food and local artisan products

• Focus on families and the unique nature of Noosa being the closest tourism destination to Brisbane that is not a “Suburb by the sea” – Also fishing/boating

• Food, weddings, events

• Arts and culture

• Indigenous, nature education, health and wellness

• Wellness, Indigenous more focus

• Wellness, Healing, Retreats – of which are well served by the hinterland

• Farm visits. Trails experiences

• I think the segments targeted by TN are spot on

TO U R I S M E X P E R I E N C E S

45

Q46 Do you think that Tourism Noosa should help industry to develop and market their own packages that offer an all-inclusive customer experience?

(e.g. Accommodation, dinners, activities with their preferred suppliers)


• TN can provide assistance or guidance but not do the whole development and strategy for individual businesses

• This is where the connection TN provides between members would be invaluable – kind of like a matchmaking for people to bundle their offers by linking in with other members

• There is a lot of expertise in TN that understands various businesses and can probably help tailor some really great packages for the region. I.e. knowing which businesses or operators would work well together

• That’s not Tourism Noosa responsibility or job to get involved. It’s asking for trouble and confusion

• No, but provide the research to assist the industry design its own products or packages to marry into the TN direction

• Resource intensive and always issues of who manages the bookings

• Provide support to market them I think is best bet – concept that Tourism Noosa can do more than each person individually

Not sure

Yes

30%

51%

No

19%


50 respondents said yes (39 are TN members), 19 said no (17 are TN members) and 30 are not sure (23 are members). Of the members who are not sure, 5 are accommodation 5 food and beverage; 5 tours; 4 environment groups; 2 community group; 2 events; 2 professional services; 1 each from business associations, retail and wellness; and 2 other.

Q47 Should Tourism Noosa develop Food Tourism trails that could be delivered as either self-drive or guided operator tours?


46

CHART


No

Not sure

8%

16%

Yes

76%

Q48 Tourism Noosa developed the Noosa Country Drive website and map to increase visitation in the hinterland villages. Do you believe that the Country Drive map and concept is working?


• I think it’s great and you just need to keep promoting it

• It’s great bones for sustainable tourism. Businesses need to spread out, just need more businesses to be in a position to take that leap. Build and they will come. Need experienced and diverse business owners that are entrepreneurial and risk takers. And understand Council planning restrictions

• Cooroy’s streetscape incorporates wonderful community art elements for which there is a great story about how it came about. A streetscape trail guide would help visitors (and residents) take a new look at the art works in the street

• We have not had much custom from the Noosa Country Drive site, think it would be better to be included in the main Noosa site

• Not enough businesses in the areas are known but that is just changing now!

• Guests love it and would be great to add in more farm gates

• Suggest more product tastings/experiences at the info centres

• We hand out this map all the time and clients are so appreciative of this local knowledge and information of great places to visit – it also brings up the conversation of their next stay in Noosa – even at a micro level we are all responsible for marketing destination and return visitors

• Council probably needs to get more on-board with it to create signage for the region

• The map alone isn’t strong enough. We’d love to partner with TN to tell the stories (in print and with podcasts that people can listen to along the way)


47

Not sure

Yes

55%

31%

No

14%


33 respondents said yes – 25 are members and 8 are non-members. Of the 56 who said not sure, 48 are TN members (13 accommodation; 8 tours; 7 professional services; 6 food; 2 retail; 2 environment groups; 3 wellness; 1 each from weddings, arts, business association, events; and 3 other).

Q49 What suggestions do you have for achieving more visitation, new products and business growth in the hinterland and villages?


• Promoting existing and adding new mountain trails and infrastructure (such as toilets). Support for new environmentally friendly events/experiences that take people into the hinterland

• Encourage hinterland businesses to invest more in marketing their products and communities

• Food trails; cooking classes

• Hosted group trail experiences

• You’re doing a great job with the food and agriculture network, Slow Food, Open Studios, walking and riding trails – so much on offer, what’s not to love?

• Continue to educate and guide hinterland operators to market trends to maintain and increase appeal across a broader market

• Get the businesses in those areas to be appealing enough to warrant a visitor travelling to different areas – just being there isn’t enough

• Packaging and drive itineraries

• Open up the experiences to be had. There are wineries, breweries, distilleries, mead makers, local markets with local produce. Maybe more drive programs so even if they do stay in Noosa they can come out for the day

• It’s all about the product!

• Encourage the businesses to be open on the weekends (e.g. Cooroy closes down from noon Saturday); establish a historical trail with consistent branded signage on buildings etc. that provide the historical story; encourage a bus/tour company to provide specific half or full day tours departing from Hastings St but also a pickup in Gympie Tce – following the country drive and experiencing products along the way; have hardly ever met a hinterland TN member at the network nights. Does this reflect lack of m/ship from the hinterland? If so, perhaps initially facilitate a think-tank session with current hinterland TN members on how to attract greater hinterland involvement. Plus also do a physical research survey of relevant hinterland businesses to find out how you could help them – the ideas are more than likely already out there – just need to ask them. (They’re often not responsive to written surveys – it’s perhaps best to treat it like a ‘membership drive’ and go and talk to them face to face). Talk also to the Chambers of Commerce at one of their meetings where you can interact with more than just the President

• Make sure every visit is ‘as promised’ and rewarding – I recall taking a visit to Cooroy some years ago and everything was closed (I think it was Saturday afternoon). I love Tourism Noosa’s ‘What to do on a rainy day’... perhaps ‘What’s open on a Sunday’, ‘What’s open on a Public Holiday’... with participating businesses obliged to honour that commitment

• Wellness experience and trails

• History trail. Beef up the explanation of our fascinating history through use of marketing tools


48

C O N C L U S I O N QUESTION 50

Q50 Please feel free to include other thoughts, ideas and comments for our consideration in the survey

Survey respondents statements:

• Expand the focus to be wider reaching to all areas of the shire and what there is to offer beyond a fantastic beach

• Tourism is fun!

• Just focus on marketing food, weather and events to interstate market

• While my responses have been very arts and culture focused, I think tourism Noosa does a great job in promoting other tourism offerings. Noosa has a lot to offer in this (arts and cultural) space and this can also add to the reputation for environmentally sustainable values

• Good luck. Noosa needs TN’s leadership

• Keep up the fantastic work Tourism Noosa

• The team do a fabulous job and we are so lucky to have their support!!

• We think TN do a great job!

• Keep up the good work!!

• Thank you for the opportunity to provide important feedback to an organisation that strongly values and promotes sustainability, so that Noosa and our amazing hinterland can be enjoyed now and in the future!

C O N C L U S I O N

50

Stakeholder engagement – focus groups summary

ARTS GROUP• Marketing – Would like to see TN provide more focus on

arts and culture, especially on website and in marketing (including to locals) – Noosa as an arts destination

• Collaboration – More collaboration within the sector, possibly facilitated by TN – e.g. sector networking events where TN provides marketing insights; cross-marketing; packaging

• Activations – Would like to be involved in mini exhibitions/activations at the Noosa Inspiration Centre and Hastings Street, promoting current exhibition or show

• Events – TN to facilitate more connection between arts operators and event organisers, e.g. a gallery staging an exhibition with a theme tied to Noosa Eat & Drink Festival

• Hinterland – Many arts operators are in the hinterland – promoting arts also promotes hinterland activities

FOOD & DRINK GROUP• Marketing – Top priority is to promote the destination,

including its ‘clean, green and paddock-to-plate’ food offerings; increase promotion of hinterland experiences and operators; create itineraries to ‘tell the stories’

• Collaboration – TN could coordinate/bring food and drink sector together to develop food tourism products for the region, for capability building and to support cross-over initiatives

• Noosa Eat & Drink Festival – Support for TN to continue to own and operate the event, or to work in partnership with a private entity to ensure the event’s integrity and trust are retained

• Suggest adding smaller experiences to NED program that are held around the region

• Support local, independent businesses (particularly away from Hastings Street focus), including promoting their events

TN MEMBER FOCUS GROUPS• Marketing: Overall destination marketing – focus also

on areas other than Hastings Street/beach (Noosaville and hinterland); market to not just high-end travellers; facilitate members sharing TN marketing content; support for cooperative marketing program but members are looking for earlier lead-in times to aid planning, and more results from campaigns

• Member support and training to include one-on-one support; skills training including customer service and packaging/distribution

• Collaboration with other members – more engaged member events, facilitate packages

• Food tourism – support for NED to deliver experiences around the region

• Communication to members – TN needs to look at how to more effectively communicate to members (separate marketing emails, Zoom etc.)

ENVIRONMENTAL GROUPS• TN to work with groups on implementation of Noosa

Trail Master Plan and planned projects around the Noosa Trail Network to protect these assets for locals’ and visitors’ benefit

• TN to support programs that help threatened wildlife – and continue financial support for Trees for Tourism program

• TN to work with environmental groups to initiate and promote eco attributes/experiences to visitors (such as a river trail), and awareness/education for visitors to engage in environmental programs and behavioural change

• Advocacy – TN to work with environmental groups and Noosa Council on projects/improvements etc to areas that are relevant to tourism sector and sustainable transport

• TN to consider tying everything back to the Global Tourism Sustainable Criteria (GTSC)

51

C O N C L U S I O N

BUSINESS ASSOCIATIONS• Collaboration – TN and associations to work together

(“complement rather than compete’) to support and nurture local businesses, support/partner with local events; improve the visitor experience; share resources; suggestion of bringing all precincts together

• Marketing – TN could provide cooperative marketing opportunities for village associations; promote distinct/unique attributes or experiences such as nature, wellness, arts, hinterland trails, indigenous experience; use local ‘ambassadors’

• Villages – TN to promote villages other than Hastings Street/beach

• Advocacy – Can TN advocate with associations to Noosa Council re transport/parking problems (e.g. shuttle bus to villages); ways to improve the visitor experience in villages; signage; sustainable tourism development?

• Communication – Better communication from TN to associations; be transparent when communicating strategy, marketing, priorities etc; TN to attend association events

• Not enough face to face stakeholder engagement on the ground, absolute basics. They are led to believe there is much work being completed by the TN team but it’s not being seen or communicated to its members

• Expenditure – Timing of VIC refurbishment to move to retail instead of promoting members services (leaflets etc)

• Significant investment in Noosa Refresh – When industry explained it was not viable on multiple occasions, so not listening to the customer

• Focus driven on commercial viability – (Cooloola Walk, retail product when full paying independent retailers are selling the same/similar product) rather than core responsibility in representing the Tourism Industry

Documents

STAKEHOLDER ENGAGEMENT FINDINGS 2020 · 2020. 11. 18. · and strategic framework; to provide an active network between local organisations, government authorities and peak body associations