Tweed Shire Councillors voted on Thursday last week for a strategic shift in the delivery of its tourism services to be implemented from October 2026.
At the completion of the current Tourism Services contract awarded to DR Tourism, the annual $1.06 million investment into the Tweed's visitor economy will be undertaken by Council instead of being outsourced.
This new integrated service approach is in line with the majority of NSW's 128 councils. The model will maintain current levels of service with greater opportunities for alignment with existing Council services including economic development, business and industry support, events, CBD place-making, and Council's owned commercial tourism products.
The Tweed Tourism Company is a Council-owned brand that has been delivering tourism services via the external contractor, DR Tourism. This contract was awarded in 2018 and comes to its natural end in September 2026.
Mayor of Tweed Shire Council, Chris Cherry, said that it was important to note that there would not be a reduction in tourism services or budget investment as a result of the decision.
"Industry can expect the same great support and services from the Tweed Tourism Company - the only difference come October 2026 is that staff recruited to the new roles for the Tweed Tourism Company will be employed by Council," Cr Cherry said.
"We'll be attending the same national and state trade and industry events to position The Tweed firmly as a top destination and seek to continue the award-winning marketing excellence. Council will recruit tourism industry specialists to work with us through a competitive, merit-based process."
"I'd like to thank DR Tourism for the excellent work they have done as our partners over the last 7 years. This decision is not about their performance but instead signals Council's desire to take a greater leadership role in shaping the sustainable future of tourism in the Tweed."
Key tourism initiatives including Savour the Tweed, Council's signature food event, will continue to be delivered and will take place in 2026. In addition, the Tweed Tourism Company will be maintained as a non-membership model, with optional industry packages for marketing and operator exposure. Council will also continue to outsource the specialised function of tourism media and public relations.
Director of DR Tourism, Robbie Cornelius, said the DR Tourism team have valued the opportunity to work with Tweed Shire Council and operators in the Tweed.
"Together with Council and local operators, we are proud of our contribution to support the industry through some of its most challenging times while delivering award-winning marketing efforts that have built the brand and put the Tweed on the map.
"Tourism is a team effort and, as our contract comes to its natural end, we remain committed to supporting a smooth transition and encourage operators to carry forward the strong relationships and goodwill that have been built for the benefit of the region's visitor economy."
Some frequently asked questions to support the Tourism industry are available on Council's website: Tourism and visiting the Tweed | Tweed Shire Council
