The Noosa Sustainable Tourism Strategy was developed from the information gained in
intensive meetings, interactions, collaborations and feedback sessions and provided a
longer-term community-based pathway, awareness mechanism and framework to achieving
the goals of sustainable tourism in resort communities. Key community asset resources
and aims to protect/enhance/manage these asset resources were identified. It was seen that
through preserving and enhancing these and other asset categories recognized in the
strategy that the Noosa Community Tourism Board (now combined together with the
previous marketing arm of Tourism Noosa) would ensure that Noosa would successfully
market its destination (Ainsworth 2007), while contributing to community stewardship and
sustainability
Through the evolving nature of the Noosa Community Tourism Board process, there
was a growing and continual involvement of a diversity of identified stakeholders. A key
aspect of the NCTB’s success to date has been the passion and commitment of the volunteer
board members to see the process to its long-term strategic success. In addition, as
the other four sector boards (Social, Cultural, Environmental, Economic) were forming
their long-term strategic directions, there was a moderate attempt at integration and
inclusion of values and directions of these other sector boards.
Through the development process, there was also a renewed commitment set in place
that refocussed on the values and directions as established in the first collaborative tourism
board’s plan. Figure 2 describes the direction, benefits and outcomes of developing a
sustainable tourism framework through the long-term involvement-interactive-collaborative
process, which was taken in this case.
The community leaders within Noosa, now see embracing sustainable tourism as a
community and as part of a larger focus on the four key components of sustainability, as
the most effective way forward for Noosa’s future. For continued success, however,
importance, priority and commitment need to be made in continued review and implementation
of the strategy. This includes providing direction, vision, aims and programs
identified with the comprehensive sustainable tourism strategy. Without more far-reaching
sustainable strategies, the tyranny of small decisions (Kahn 1966; Odum 1982) over time
has been shown to result in substantial negative effects on communities.
The unique tourism destination, Noosa in Australia has been used as an example of
embracing sustainable tourism as a community and as part of a larger focus on the four key
components of a sustainable tourism framework. By viewing sustainable community
attributes as assets, all of which are important to manage, enhance and/or conserve, it is
expected that the resort community will continue to attract visitors to feel connected and
committed to experiencing its lifestyle, sense-of-community and natural features while also
contributing to community stewardship as well as a strong tourism economy.
The sustainable tourism process in Noosa is not complete, as it takes long-term vision
and commitment, and a diversity of strategies, programs and initiatives implemented over
time. To be successful, these activities need to continue with ongoing commitment and
support in order to achieve the important goals of creating a community which is in greater
harmony with its environment, satisfies and enhances the quality of life of both locals and
visitors and is dedicated to the preservation of its key natural, economic, social and cultural
Positive benefits result in
“the” SUSTAINABLE
TOURISM COMMUNITY
(STC): Noosa
• STC Products & Development
• STC Standards & Conditions
• STC Strategies & Indicators
• STC Programs & Initiatives
• STC Monitorin g Process
Positive benefits to Noosa
STAKEHOLDERS
• Tourism operators
• Business enterprises
• Tourism developers
• Tourists (Visitors)
• Residents
• Council and administration
• Community interest groups
• Noosa community sector boards
• Other government organisations
Through Direction
Framework -
Achieving STS AIMS
Economic STS Aims
Socio-Community STS Aims
Environmental STS Aims
Cultural STS Aims
Fig. 2 Direction, benefits and outcomes of developing a sustainable tourism framework
Environmental, cultural, economic and socio-community sustainability 797
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assets for the present generation (including all stakeholders) and future generations to
experience. Perhaps the following quote best sums up the potential for regional success of
the Noosa Sustainable Tourism Strategy by means of structure, vision and leadership:
(Flint et al. 2002, p iii).
‘‘Destination resort communities with a strong vision that embrace a sustainable future
with measurable results have the leadership and governance needed to make the vision a
reality. These communities are the ones that will become models for successful, sustainable
resort communities.’’