NAMBUCCA Valley Council has joined forces with four other northern NSW councils to boost grassroots tourism in the region.
‘The Ways’ is a new campaign built around five road trips that run from the beaches to the high country in each area in an effort to give visitors more reasons to stay longer and see more.
Recently launched in Coffs Harbour, it is the first initiative of a new alliance between Armidale Regional, Bellingen Shire, Clarence Valley, Coffs Harbour and Nambucca Valley councils. They have signed a Memorandum of Understanding (MOU) to promote the wider region together.
The combined region stretches from the Solitary Islands Marine Park, through World Heritage rainforest and historic river towns, up to the waterfalls and rugged escarpments of the Northern Tablelands.
Under the theme ‘One Region. Endless Possibilities.’ The Ways links towns and experiences across council borders through five key touring routes. Two of them start in Coffs: the coastal Solitary Islands Way and the hinterland Orara Way. The other three are Giinagay Way, Waterfall Way and Big River Way.
The collaboration reflected the way people actually travel, according to Destination North Coast General Manager Michael Thurston.
“Visitors don’t see boundaries,” he said.
“By working collaboratively, the region gets more marketing bang for its buck, and we can tell a stronger, more compelling story about the diversity and appeal of the entire region.”
With household budgets under pressure, the campaign is designed for travellers who want rich, multi-stop road trips with world-class experiences close to home.
The Ways will roll out across digital and social media channels and electronic signage, including a lightbox billboard in the arrivals hall at airports.
The long-term vision of the partnership is a more sustainable regional economy which creates jobs, increases visitor spending, fills airline seats and lifts accommodation occupancy, in line with the NSW Visitor Economy Strategy 2035.
The councils will also work closely with Coffs Harbour Airport, Destination North Coast, Destination NSW, NSW National Parks and Wildlife Service and other key organisations to encourage longer stays and deeper engagement with the region.
Nambucca Valley Mayor Gary Lee said the campaign was an innovative way for five neighbouring councils to work together to grow the whole region’s visitor economy.
“Everyone loves a road trip from the coast to the hinterland,” he said.
“Now is an opportune time to work together to promote our region as an attractive destination.
“With higher fuel prices encouraging people to go deeper and discover great experiences available right in their region’s backyard.”
The MOU is the first step in what is expected to become a strong and lasting regional tourism collaboration. Working in collaboration with this new alliance helps Nambucca Valley Council to achieve goals in its Economic Development and Tourism Strategy and Delivery Program 2025-2029.
Read more about The Ways at www.theways.com.au
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