Tweed well positioned to attract NSW visitors beyond the city icons

THE forthcoming review of the NSW Visitor Economy Strategy has found that the government should adopt an ‘experience-led strategy’ with visitors increasingly seeking interactive experiences to connect with local culture, natural landscapes and the people.

Tweed Tourism Co general manager Sally Scott said the region was well prepared for the shift towards experience-led tourism.

“The Tweed’s rich diversity of experiences, from well-known attractions like the Tweed Regional Gallery and Husk Farm Distillery, to an abundance of offerings like nature trails, agritourism and aquatic adventures, sees us strongly positioned for this new trend of exploring beyond the typical icons,” Ms Smith said.

“The Tweed’s villages are all so distinctive and equally welcoming, and we know this is a key driver in holiday decision-making: to immerse in local culture while also ticking off holiday must-dos and discovering high quality, new experiences.”

Minister for Jobs and Tourism John Graham said in a recent announcement that people wanted more than a selfie at the Opera House, and that they wanted to find unique parts of NSW that would allow them to live like a local. Ms Scott agrees and believes the Tweed has many riches to offer in this regard.

“Our villages offer a great blend of relaxed local atmosphere with incredible experiences in food, nature, art and culture that are strong motivating factors for visitors choosing where to holiday,” she said.

“Our inspiring local tourism businesses are continuously innovating, evolving new experiences and attractions that keep visitors coming back time and again.

“The Tweed’s profile as a leading regional holiday destination has grown exponentially with new experiences such as the Northern Rivers Rail Trail and the Savour the Tweed food festival gaining national media attention.”

The current Tweed Region Destination Management Plan maintains a strong focus on attracting high-value travellers – those who visit often, stay longer and experience more.

Ms Scott said recent visitor data from Tourism Research Australia showed that the strategy was working.

“The Tweed’s domestic visitor spend is up 14.3 per cent to $618 million in 2023–24,” she said.

The Government announced the NSW Visitor Economy Strategy 2030 review in April, and further recommendations will be released ahead of the new Visitor Economy Strategy 2035.

For more information on Tweed experiences for locals and visitors, head to visitthetweed.com.au