Destination Management Plan

Destination North Coast (DNC) NSW commissioned the preparation of the North Coast NSW Destination Management Plan (DMP) 2022-2030 to create a collaborative framework to guide the work of local, regional and state visitor economy stakeholders to grow, develop and promote the region’s visitor economy to 2030.

The North Coast NSW DMP 2022-2030 was developed to align with the directions of the NSW Visitor Economy Strategy (VES) 2035.

The VES 2035 recognises regional NSW as central to the future growth of the state’s visitor economy. By 2035, the NSW Government has set a target of $91 billion in total visitor expenditure, with regional NSW expected to contribute 48 per cent ($43.68 billion) of this target.

This plan takes a borderless view to identify and quantify regional strategies and actions for Destination North Coast NSW and exists to:

• Align regional visitor economy growth and development activities with the NSW Visitor Economy Strategy 2035 (VES)
• Provide a framework for sub-regional and local DMPs to be developed or updated within our region
• Capture stakeholder consultation to ensure the regions stakeholders are invested in the plan
• Provide a roadmap for the growth of the visitor economy to 2035
• Provide an action plan with a focus on cross-regional projects for visitor economy growth and development to guide the work of DNC NSW
• Ensure the visitor economy is planned through a coordinated and sustainable approach

To sustainably grow yield of visitors to North Coast NSW supporting the regional NSW goal of generating $43.68 billion by 2035, without compromising the distinct natural beauty and communities that makes the region so unique.

North Coast NSW is positioned as a natural escape, celebrated for its rich food bowl, abundant local produce and vibrant communities. To meet visitor expectations and remain competitive, the region must continue to deliver high-quality health and wellness experiences, distinctive food and agritourism offerings, camping and caravanning infrastructure, arts and heritage experiences, and a dynamic calendar of events that showcase its spectacular landscapes and colourful character.

The North Coast is home to a number of established and mature visitor economies, with several destinations carrying strong individual identities and sub-brands that attract visitation in their own right. Collectively, these destinations offer a diverse suite of attractions and experiences that drive strong visitor demand, reinforce a compelling regional proposition and support sustained growth across the broader visitor economy.