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Residents, tourism operators and local businesses are being asked to provide feedback on how they would like to see the future of tourism and the visitor economy develop in the Tweed.
Recognising the importance of tourism to the region’s local economy, Tweed Shire Council and its tourism partner The Tweed Tourism Company (TTC) have commenced a comprehensive review of the region’s Destination Management Plan (DMP).
The region’s inaugural DMP was adopted in 2019 and with significant impacts placed on the sector in recent years, an update is underway to ensure the region maintains a relevant strategic planning tool to harness the positive effects of tourism for the local economy.
Mayor of Tweed Shire Chris Cherry said the DMP was an essential strategy for government and industry to guide the Tweed to sustainably leverage and grow the visitor economy while developing as a destination that showcases the region’s strengths.
“The Tweed is a destination that leads with nature, culture and creativity, with a diverse natural beauty and vibrant landscapes that nurture agri-tourism and produce, hold stories of a rich Aboriginal culture and inspire countless local artists and artisans,” Cr Cherry said.
“From developing our destination infrastructure, through to enhancing the visitor experience and marketing of the Tweed as a must-visit brand – a great DMP will help us build a vibrant community to live and visit and support our tourism businesses to thrive for the long-term.”
Sally Scott, Interim General Manager of The Tweed Tourism Company, said the refreshed plan would be critical to effectively manage the region’s future tourism development and growth.
“This review of the DMP is timely to ensure the region’s strategic plan remains relevant for the Tweed’s tourism sector and is being developed via an extensive consultation process with local businesses and key stakeholders invited to participate,” Ms Scott said.
“The tourism landscape has changed significantly since 2019 with challenging recovery periods experienced as a result of flooding, the COVID-19 pandemic and subsequent domestic border closures, to the significant opportunities created by new developments including the opening of the Tweed section of the Northern Rivers Rail Trail.
“While TTC and Council are the architects of this planning tool, it is important that all local tourism stakeholders need to be invested in its success and delivery to ensure the region is collaborating and working cohesively to sustainably grow visitation, length of stay and expenditure across the region.”
The updated Tweed DMP will align with both the wider North Coast NSW Destination Management Plan 2022-2030 and the state-based NSW Visitor Economy Strategy (VES) 2030, with growth targets that aim to increase visitor spend across the region.
Following a rigorous final consultation round with regional and state tourism partners, including Destination NSW, Destination North Coast and the NSW National Parks and Wildlife Service, the final Tweed Destination Management Plan 2024-2028 is expected to be adopted by Council by November 2023.
