Tourism slump sparks industry overhaul
Tue 01 July 2008
Jacqueline Lewis, Journalism
Climate change and economic instability have slowed Sunshine Coast tourism, triggering a revamp of the region’s tourism industry and local economy.
Tourism Noosa CEO Steve Cooper says tourism is extremely susceptible to outside influences, and recent wet weather and interest rate rises have resulted in the Sunshine Coast’s tourism industry struggling to meet expectations.
“The tourism industry is not immune from economic and climatic influences,” Mr Cooper says.
“Domestic tourism has experienced a ‘slow down’ in real growth, as the consumer’s discretionary spending is reduced.” 
Despite industry trends, business is thriving for Take 5 café on Gympie Terrace in Noosa.
Part-owner Jane Wastell believes this is primarily because her prices are more reasonable than those in other areas such as Hastings Street.
“I think a lot more people are coming down here… being a little bit cheaper,” Mrs Wastell says.
As a result of the changes Sunshine Coast tourism bodies are re-evaluating their approaches for maintaining the tourism industry.
Tourism Noosa’s 'Sustainable Tourism Plan' expands the holiday experiences Noosa offers, through the creation of new tourism areas including "history, heritage and nature”.
The plan aims to develop and promote other sections of the tourism industry, such as the Noosa hinterland, to introduce tourism activities less reliant on the weather.
But Mrs Wastell says she believes Tourism Noosa needs to work in consultation with local businesses.
“I think things need to be publicised more. There are a lot of things that (happen) here that we’re not told about,” Mrs Wastell says.
“I think they could get the people from the cafés, and people in general more involved, and actually come around and say ‘This is what our yearly calendar’s going to be’.”
To offset the lagging tourism industry the Sunshine Coast Regional Council is attempting to expand the Coast’s economy and establish other sources of revenue.
Council’s manager of economic strategies and innovations Fiona Wilson says she believes strategies for economic diversification should focus on fostering valuable jobs rather than increasing the volume of people.
“What we’re trying to do is grow driver sector jobs, not population-based jobs,” Ms Wilson says.
“We’re very conscious of the need to do high-value, low-volume growth.
“For this particular region, (the knowledge economy) is vital… it’s about building the research, development and education arms, and high end parts of the economy.
“We want to attract the workers to build up companies…so places like the university are really important to this region.
“We need to look at increasing the range of career opportunities in high paid jobs.”
Ms Wilson also says while tourism is a key element of the Sunshine Coast’s economy, it is an unreliable source of revenue.
She says tourism is “seasonal, and is vulnerable to external sources and factors”.
“We recognise that tourism is important, (but) we also have to focus on strengthening the other areas and diversifying the economy,” Ms Wilson says.
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