Five neighbouring councils in northern NSW, including Clarence Valley Council, have joined forces to give visitors more reasons to stay longer and see more, with a new campaign built around five road trips that run from the beaches to the high country.
'The Ways' was launched at Coffs Harbour Airport this morning. It is the first initiative of a new alliance between Armidale Regional, Bellingen Shire, Clarence Valley, Coffs Harbour and Nambucca Valley councils, which have signed a Memorandum of Understanding (MOU) to promote the wider region together.
Together, the five local government areas cover an area larger than Wales. They stretch 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.
Destination North Coast General Manager Michael Thurston said the collaboration reflected the way people actually travel.
"Visitors don't see boundaries," Mr Thurston 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."
Under the theme One Region. Endless Possibilities. The Ways links towns and experiences across council borders through five touring routes. Two of them start right here: the coastal Solitary Islands Way and the hinterland Orara Way. The other three are Giinagay Way, Waterfall Way and Big River Way.
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. This includes a lightbox billboard in the arrivals hall at Coffs Harbour Airport, the region's main aviation gateway.
The long-term vision of the partnership is a more sustainable regional economy that 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.
The MOU is the first step in what is expected to become a strong and lasting regional tourism collaboration.
Start planning your road trip at www.theways.com.au
