Project Overview

This project will research and implement a co-ordinated cross-regional strategy to develop and promote a differentiated nature-based and ecotourism destination in the region encompassing the New England, Dorrigo Escarpment, through Bellingen to the Coffs Coast.

The main aim of this project is to inform product development and strategies that link the region’s key attractors such as the World Heritage sites, significant indigenous cultural tourism opportunities and the already established coastal destination of Coffs Coast.

This will lead to a significant contribution to the long-term viability of the region as a destination, through building partnerships to ensure increased tourism visitation from a growing niche market of nature and ecotourism, in parallel with the sustainable management of the region’s human, cultural and financial resources.

Key Activities:

•  Establish a coordinating body for the region that will undertake the role of Project Management Committee.

•  Develop an open source Regional Nature and Ecotourism Business Kit that will detail planning and management processes for the establishment and promotion of the region as a tourism destination. This Business Kit will be:

•  Launched at a open access regional workshop,

•  Published (printed material) and distributed widely throughout the region,

•  Promoted as a guideline (as opposed to a prescription) for local business,

•  Unrestricted in its application or use across the region.

•  Undertake marketing research and distinctive regional product development. Through auditing existing local business and product providers, the team will identify tourism infrastructure support gaps. Research national and international market niches and with the collected information, develop a Nature-based / Ecotourism Marketing Strategy for the region.

•  Create a distinctive inter-regional Nature and Ecotourism Brand. This will specifically include name, logo, imagery and descriptive outlines. This brand may capture the essence of the nature and eco tourism product in the region and will be developed together and in agreement with the stakeholders and will add value to current regional Brands such as ‘Coffs Coast’, ‘Bellinger Magic’, ‘Walcha, wild rivers run’ and others. The Brand will be freely accessible to anyone in the region and managed by the Project Management Committee that will be able to provide support to its use. The brand will be launched at an open access regional workshop and descriptive support material will be distributed thoroughly throughout the region.

•  Develop targeted national and international promotional material as identified in the Marketing Strategy Plan (item 3). These items will include the creation of templates for national and international magazine and newspaper advertisements, local and national newspaper releases and advertising, brochures, Highway signs, local track and site signs, TV promotions and the development of a Website for the Nature-based and Ecotourism industry in the region.

•  To establish a sustainable inter-regional eco-business support network, that will help local business to promote and maintain itself in the industry and as part of the regional network of nature tourism experiences.

Short-Term outcomes:

  1. Regional Nature and Ecotourism Business Plan;
  2. Establishment of a network of regional tourism and support businesses;
  3. Regional Marketing Strategy Plan (National and International Markets);
  4. Inter-Regional Nature Tourism Brand;
  5. Marketing Actions – National and International promotion of the region and its products;
  6. Inter-regional business support network and Marketing Tool-kit.

Long-Term Outcomes :

  1. A significant increase on tourism visitation;
  2. The initiation of a sustainable management of the region, towards economic vitality, environmental integrity and socio-cultural diversity;
  3. The provision of business diversification in the region, increasing job numbers and generating income alternatives;
  4. Development and empowerment of local communities;

For information on NEES goto our main home page > Click here (www.ecotourism.com.au)