TOURISM operators from across the Nambucca Valley gathered last week for a networking event and workshop aimed at shaping the region’s future destination brand.
The initiative, led by Nambucca Valley Council, is a key priority outlined in the Council’s Delivery Program and Economic Development and Tourism Strategy 2025/26–2029/30.
Council General Manager Bede Spannagle said the Valley’s natural lifestyle advantages and visitor appeal made the project particularly important.
“The lifestyle and tourism offerings of the Nambucca Valley are exceptional and I am pleased progress is being made on our valley’s tourism narrative,” he told News Of The Area.
Council staff have been working closely with the tourism sector and broader community, conducting interviews with operators, running community and visitor surveys, and facilitating branding concept workshops to ensure a collaborative foundation for the project.
Destination North Coast General Manager Michael Thurston attended the workshop and industry gathering, highlighting the importance of a unified tourism message.
“I’ve enjoyed coming down from the North Coast to be involved in these great events,” he said.
“The creation of a tourism brand will give a central narrative and cause for tourism operators to get behind. It will help to define, to the outside world, what does the community have to offer, what does your community value and who are the type of visitors you want to bring to your area.”
Council’s Manager Economic Development and Tourism Janice Rooney explained that the project involves identifying the Valley’s strategic position as a destination, along with defining its core brand pillars and communication style.
“We are aiming to achieve a brand that is authentic, which represents who we are as a community, and helps to attract the kind of visitors that align to our values,” she said.
She added that the project will soon move into the design phase.
“The next step is for our graphic designer to start developing the branding strategy and design options.
“Local tourism representatives are also invited to express their interest in being involved in a workshop to help them create or update their Australian Tourism Data Warehouse (ATDW) profile.
“Registered attendees will also be offered the opportunity to take part in a professional photoshoot.”
Representatives from the National Parks and Wildlife Service also attended the event, providing an update on the Great Koala National Park to industry participants.
Tourism operators with visitor-focused businesses are encouraged to participate in upcoming ATDW activities, which aim to strengthen the region’s online presence.
The Australian Tourism Data Warehouse is the national platform used by Destination NSW and Tourism Australia to promote visitor experiences, meaning local listings can significantly boost the Valley’s visibility to potential travellers.
Expressions of interest can be submitted via a form available on Council’s website.
The collaborative effort marks an important step toward building a clear and compelling identity for the Nambucca Valley as a destination, helping local operators work together to attract visitors who value what the region has to offer.
By Mick BIRTLES
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