THE local tourism industry will be hopeful of attaining tangible results following the contribution of $320,000 for the New England High Country venture.
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The marketing campaign to attract overnight visitors and grow the region’s economy was officially launched in Armidale by Member for Northern Tablelands Adam Marshall.
Representatives from the region’s six participating local councils, Tenterfield, Armidale, Guyra, Uralla, Glen Innes and Walcha, were present for the announcement.
Between the councils $158,000 was raised and matched by Destination NSW.
Tenterfield Shire Council contributed $11,500 and the Tenterfield and District Visitors Association $1000 for the campaign.
“The campaign will encourage more people to experience the fantastic touring itineraries and drives through the New England High Country,” Mr Marshall said.
“We have learnt from the success of the 2012 Experience the Highs campaign that ‘destination’ marketing is the key and by pooling our resources and collaborating we can establish the New England High Country as a destination in its own right.
“Tourists aren’t just visiting Armidale and then on to Glen Innes or Uralla, they are visiting a region and our focus is to make the region of the Northern Tablelands resonate with travellers,” he said.
The marketing campaign will be digital and will be tactically supported by the development of two New England High Country Destination Guides (northern and southern).
A key component to the campaign will be reaching out to the motorcycle touring market with plans to promote four key roads.
The Bruxner, Gwydir, Oxley and Waterfall Way Highways will be heavily promoted and Tenterfield’s tourism manager Caitlin Reid said she expects positive results.
“This is the biggest campaign ever seen in this region – it will be a focused campaign on the motorcycle touring market as we have some of the most popular touring routes in Australia,” Ms Reid said.
Tenterfield has seen itself becoming more heavily aligned with Lismore, however Ms Reid says the New England and Northern Tablelands is still the tourism market Tenterfield should be closely in the line with.
“The overarching campaign is for the New England which is where we see ourselves.
“For tourism we have a similar market right down to Armidale – we’re much more similar tourism wise but we’re happy to work with Lismore too,” Ms Reid said.
