Parkes Shire Council is taking proactive steps to support the local economy following the closure of the Great Western Highway at Victoria Pass, joining a coordinated regional tourism campaign aimed at maintaining visitation to the Central West.
Mayor of Parkes Shire, Cr Neil Westcott said it was important to reassure both residents and visitors that the region remains open and accessible.
"While the closure of Victoria Pass is understandably causing concern, it is important for people to know that the Central West is still very much open for business," Mayor Westcott said.
"Our region relies on strong visitor movement, freight access and connectivity, and this campaign is about making sure people have the information and confidence they need to keep travelling to and through the Central West."
Tourism and Visitor Services Coordinator, Lisa Moon said Council is working alongside key regional stakeholders to deliver a unified and positive message that the Central West remains open, accessible and ready to welcome visitors.
"The closure of the Great Western Highway has understandably created some uncertainty for travellers, but it is important to reassure our community and visitors that there are still many ways to reach the Central West," Ms Moon said.
"This is not just a tourism issue - clear and consistent information about alternative transport routes is essential to ensure the continued movement of people, goods and services across the region."
Council has partnered with Destination Network Central West, Central NSW Joint Organisation, Regional Development Australia Central West, Business NSW, the NSW Department of Primary Industries and Regional Development, and Transport for NSW to support the rollout of the 'Other Ways to the West' campaign.
The campaign has been developed to provide clear, consistent and practical information to travellers, while also promoting alternative routes as scenic and enjoyable road trip experiences.
Key objectives of the campaign include:
- Reinforcing that the Central West remains open and accessible
- Providing clear guidance on alternative travel routes
- Supporting tourism operators and businesses during the disruption
- Encouraging visitors to continue with their travel plans
- Promoting the region as a destination worth the journey
- Raising awareness of alternative transport routes across the region
The campaign highlights a range of alternative access routes, including the Bells Line of Road and other major highway connections, and will be supported by coordinated messaging across multiple platforms, including digital, social media and traditional media channels.
Ms Moon said the campaign plays an important role in providing clarity and confidence for those travelling to and within the region.
"By clearly communicating how people can still access the Central West, we're helping to ensure continued connectivity and confidence in travelling to our region," she said.
"We're encouraging visitors to plan ahead, allow a little extra travel time, and take advantage of the alternative routes available."
Mayor Westcott said regional collaboration would be key in minimising the impact of the closure.
"This is a strong example of councils, government agencies and regional organisations working together to support our communities and local businesses," Mayor Westcott said.
"We want people to keep visiting, keep supporting local operators, and keep enjoying everything our region has to offer."
The campaign will roll out immediately, with further opportunities for local businesses and tourism operators to participate and align their messaging with the broader regional approach.
Parkes Shire Council will continue to work closely with regional partners and State agencies to monitor impacts and advocate for support where needed.
